For this installment of “On the RISE,” the Security Industry Association spoke with Amanda Powell, marketing manager for Boon Edam USA and a member of the RISE Steering Committee.
Security Industry Association: Tell us a little bit about yourself and your career path.
Amanda Powell: My career path has been anything but ordinary yet super fulfilling at the same time. I spent eight years working in college athletics marketing, and as I grew older my priorities and objectives started to change.
I wanted to secure a position that provided a better work-life balance and sought a new job that didn’t take up every night, weekend and holiday. Fortunately, I landed at Boon Edam, where I could apply the marketing skills that I developed at my previous job during more typical business hours.
SIA: What first got you interested in security and safety as a career choice?
Powell: At first, I didn’t know what to expect from the security industry, as my life centered around college game days. It was a bit of a culture shock and took some time to get acclimated to working a typical 8 a.m. to 5 p.m.
I also found that there were many similarities between the two industries — both being tightly knit communities, the seemingly constant job switches between competitors, predominantly male culture, etc.
I’ve also always wanted to have a career that had some impact on society, and the cool thing about the security industry is that everyone involved is working with products and technologies designed to better protect people throughout the course of their days.
SIA: Who has influenced or mentored you — either within the security industry or outside?
Powell: I’ve been super fortunate to have been influenced and mentored by countless colleagues throughout my career. It’d be unfair to single one person out. I wholeheartedly believe we are all lifelong learners, and I like to glean what I can from the folks who surround me, but I also hope that I can teach them a thing or two along the way as well.
SIA: What’s something most people don’t know about you?
Powell: Most people do not know that I was a mascot in college. When I say that, most people believe I’m an extreme extrovert, but really, I’m an ambivert.
I still need my personal time to recharge the social batteries, but if I didn’t have bills to pay I would 100% be a mascot at Disney World for the rest of my life. There’s something to be said for making other people smile with your life.
In addition to that, I’m an avid outdoors (wo)man who loves hiking, bass fishing with my dad, camping and loving on every single dog I meet. Just meet me outside.
SIA: What are some challenges and advantages of being a young professional in the security industry?
Powell: I think one of the main challenges of being a young professional in the security industry is trying to push new ideas forward. At the same time, however, it’s kind of an advantage, as the old ways of doing things aren’t working that well anymore, and marketing is the “go to” for new ideas, which makes it a very influential spot to be in.
SIA: What advice do you have for young professionals just starting out in the security industry?
Powell: Go to that networking happy hour that you say you’re too tired to attend. Get involved with any industry organization that you can. Start a conversation with that person in the elevator who you’re scared to talk to at a conference.
Step out of your comfort zone and volunteer for that committee you have told yourself you have no business being on. Sign up to speak even though you’re terrified. Some of the closest friends I have in this industry today resulted from doing one of the things above. You get out what you put into this industry; make it what you want it to be.
SIA: How do you define success?
Powell: I’m a big believer that success isn’t about a specific favorable outcome. It’s all about the process itself. It’s that resilience to keep pushing forward when a challenge presents itself, that consistent effort to be better than you were yesterday — that, to me, defines success.
SIA: How do you think the SIA RISE community can help foster the careers of young people in the security industry? What does RISE offer that is most important to you or your company?
Powell: SIA RISE has been a key contributor to my growth within the security industry, but, more importantly, to my growth as a person. It’s that safe space where you can be 100% yourself…where you can push your limits without being afraid of failing.
It’s that support system that we all need…that sounding board and encouragement when things get difficult and an absolute melting pot of new, innovative ideas.
The most important things RISE offers me are the network of industry colleagues and also that push to get out of my comfort zone and know that even if I “fail,” I do so in a safe space where learning and growth is valued, and it has zero implications on my actual job or the company I work for.
SIA: What are some key components of your role with Boon Edam?
Powell: As the marketing manager at Boon Edam, I am responsible for the development of all marketing activities and materials for the North American market, including the development of intent-based marketing programs targeting specific verticals for new business development, as well as account-based marketing programs to cultivate specific targeted prospect companies.
This encompasses trade show/event management, email campaigns, traditional and digital advertising, sales team support, branding, website updates, vendor management and content generation (blogs, infographics, etc.).
We are a small team, so my role allows me to wear different hats each day with hands-on development of all the deliverables we utilize across our integrated marketing program.
SIA: What key challenges, opportunities and/or trends do you see as most important to the security industry — or more specifically to those in the access control space like Boon Edam?
Powell: I think one of the key challenges facing the industry right now is trying to keep up with new technologies. I feel like as an industry, we get a new curveball thrown at us on a daily basis.
It’s not just keeping up with new developments; it’s also trying to determine which are the most viable, how they complement our core offering and where our customers are headed.
Every segment of our industry is very different, but I think that’s where the opportunity lies for manufacturers, security integrators, access control providers, biometric providers and video management systems to closely work together to meet new challenges head on.
SIA: What has been the most rewarding accomplishment or experience in your career in the security industry?
Powell: I think, so far, the most rewarding accomplishment in my security industry career has been working with our team to redesign our trade show booth from the ground up and build it with specific intent.
I’m a very practical and logical person, so being able to start from scratch and create a new space for our team that is both functional and pragmatic has been a lot of work and extremely rewarding.
SIA: What are your predictions for where the security industry may be headed in the next five to 10 years?
Powell: We’re already hearing a lot about how AI and automation, as well as digitizing physical security, will change the landscape for cybersecurity and physical security and the evolving discussion on business intelligence.
For example, continued developments in biometrics, advanced video and sensor technologies and intelligent physical identity and access management software will have significant impact across all verticals and in building smart cities.
I think we’re just starting to scratch the surface and will see more cross-collaboration between companies in the security industry to keep up with the rapid pace of technological development.
On the RISE is a column by the Security Industry Association (SIA) in partnership with Security Sales & Integration profiling the next generation of security industry leaders. This column is part of SIA RISE, a community that fosters the careers of young professionals in the security through networking and career growth events, education and professional development offerings and scholarship and mentorship opportunities.
