Margie Gurwin: Showcasing Industry’s More Personable Side
“I now see more companies breaking the mold, establishing identities that range from ‘fun’ to ‘edgy’ to ‘empathetic’ to ‘friendly’ to ‘classy.’
At ISC West 2023, the Security Industry Association (SIA) celebrated this year’s SIA Women in Security Forum (WISF) Power 100. The annual initiative, presented by the SIA Women in Security Forum, honors 100 women in the security industry who are role models for actively advancing diversity, inclusion, innovation and leadership in the community.
This month, we shine our spotlight on one of the 2023 Power 100 honorees: Margie Gurwin, founder and principal, Content Creation Partners (CCP).
How does your company serve the industry?
Margie Gurwin: I work as a content developer, marketing consultant and strategist for clients within the security industry. Depending on the client, I deliver different services, but the common thread is that they all want to work with a marketing professional who has a deep understanding of the security sector and speaks the language. They also appreciate my ability to incorporate their companies’ value propositions into broader narratives based on industrywide opportunities and trends.
What is your current position?
MG: I am the company’s owner and founder. The “partners” in the name, “Content Creation Partners,” refers to a network of talented professionals, like graphic designers, web developers, social media gurus and videographers, who I work with as needed.
What types of job functions do women fill in your company?
MG: I’m the only one on the CCP payroll, so I’ll talk about my clients instead. I’m thrilled that many of the companies I support are either headed by a woman or have women in top leadership roles. I work with female CEOs, chief financial officers, chief marketing officers, sales directors, directors of operations and channel managers. Even my clients with fewer women are active supporters of many WISF [Women in Security Forum] initiatives.
What trends are you seeing in your role leading B2B marketing content?
MG: Companies are more freely expressing their “personalities” and “senses of humor” in their marketing content. Businesses in the security industry used to take themselves very seriously. Because their products and services solved critical life-safety problems, management believed corporate identities had to convey that gravity. It often translated to dry and boring marketing. I now see more companies breaking the mold, establishing identities that range from “fun” to “edgy” to “empathetic” to “friendly” to “classy.” I enjoy working clients like these, and their content certainly breaks through the clutter.
What are the top challenges your company has faced in the past year?
MG: Having to turn away business because of so much demand. It’s a great problem to have.
What are the biggest opportunities?
MG: Companies are reevaluating how humans interact with technology to deliver the best security solutions. Where does automation provide maximum benefits, and to what degree do we need humans in the loop? I’ve been doing a lot of writing about this topic for clients in all different product categories. It’s a universal theme that’s affecting everyone’s business.
What do you hope the SIA WISF can achieve?
MG: I hope that having an active WISF will make women enthusiastic about being a part of the security industry. Not only do we need to recruit more women, but we also need to keep the ones we’ve got.
Who or what was the strongest influence in your career?
MG: My second job out of college was at an advertising agency in Ann Arbor, Mich. I forget which magazine did an annual ranking back then of the best companies in the U.S. for women to work, but this ad agency was consistently on the list. There was even onsite daycare, and this was the 1980s! Watching the almost all-female executive management team lead the company without having to “act like men” was inspirational.
What would you say to new upcoming women in the industry?
MG: Security may not be as “sexy” as other fields, but it’s a great industry in which to pursue a career. Compared to many tech-centric business sectors, it’s economically resilient and essential to society. You can find career opportunities to match any area of interest or skillset.
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