Our Women in Security Q&A series wraps up Women’s History Month 2026 with Elizabeth Parks, president and chief marketing officer at Parks Associates. She shares her security industry journey, names her mentor and reveals what would make the sector even better.
Security Sales & Integration: How did you get into the security industry?
Elizabeth Parks: I really grew up around technology. My mom started the business 40 years ago this year! Even before Parks Associates, she worked at Future Computing where she was the vice president of research studying the “Future Home” or “Digital Home.”
When I was about eight years old, I would be part of home demo for early security and control technology and would jump in the pool to trigger the system, which would connect to the TVs in the home to signal someone had fallen in the pool.
It is amazing how the industry has evolved over the decades as I have grown up. I have worked at Parks Associates since 1998 and security has always been a core area of our research. We track the traditional security companies, new players coming into the space, monitoring services and the smart home market as well as other home markets like energy, entertainment and broadband, which is increasingly blending with security.
SSI: Have you encountered any difficulties or obstacles in your security industry career?
Parks: Like most businesses, we have had to work through some major moments including September 11, the financial crash in 2008, necessary leadership changes and the pandemic. There was also a time when we had to protect our intellectual property, which really reinforced the importance of the company’s values, hard work and integrity.
Running a business is not easy and we always try to do our best to serve our team, our clients and the industry in the best ways we can with excellence: the best insights, attentiveness to our clients and reliable, strategic data to help as a catalyst for growth.
SSI: Whom would you point to as the most influential and helpful mentors in your career? What did they do to help you?
Parks: My mom, Tricia Parks, without question. She built the company and taught me how to run a business. In addition, my brother, who does not work in our business, is one of my closest confidantes and trusted advisors. I have also learned a lot from the senior leaders I interact with across the industry, and from the Parks Associates team over the years.
My husband, who works in the business, is also a trusted advisor and partner I am so lucky and blessed to have.
These people have provided their greatest support and coaching throughout my career; and having their support, love and confidence in my ability to succeed has been so important for me.
SSI: What is your proudest career accomplishment?
Parks: Working with my family and continuing what my mom started is my proudest accomplishment. We are proudly celebrating 40 years in business this year and hosting our 30th annual executive conference, CONNECTIONS: The Premier Connected Home Conference, in May.
I have been blessed to blend my career with my family and appreciate all the opportunities and the many team members who have worked at the business across decades. I love to have my three teenagers up at the office working and learning what we do.
SSI: What do you love most about working in the security industry?
Parks: The industry is still very relationship-driven and a lot of it is made up of small dealers and family-run businesses. I understand many of the challenges they face and really respect the entrepreneurial side of it.
SSI: How can the security industry become even better?
Parks: By continuing to focus on delivering real value to customers and innovating in ways that improve safety and security for individuals, households and communities. We support innovation, experimentation and looking for the opportunity between converging markets like energy management, senior living, personal safety devices and the attached services to them.
Click here to read our entire Women in Security Q&A series!
