Heidi Pascale, CMM
Director-Experiential Marketing, ASSA ABLOY Americas
Where do you see the future of DHI?
I see DHI focusing on advocacy at the federal and state level to help influence codes and standards for the safety and security of our communities at large. As a parent of a child approaching high school, our industry needs to actively influence and educate our government leaders and community stakeholders on how to provide safe learning environments for our youth. As the lead on the ASSA ABLOY K12 Marketing Council Task Force, I see many opportunities for us to provide better and more frequent education when it specifically comes to the use of secondary locking solutions. The DHI Foundation’s Lock Don’t Block campaign provides thoughtful leadership and useful information. I believe we can leverage what’s already been done to better cascade our message down to the local level through chapter engagement.
I also believe it is DHI’s responsibility to actively engage and recruit the younger generation to our industry. That means we MUST provide cutting edge educational opportunities with non-traditional methods, as well as promote trends and innovations in access control. It is important to provide technical education for door and hardware basics, but as electromechanical and mobile access solutions become more robust and complex, we need to provide advanced training and education. The generation coming in does not know life without technology and demands a clear career path. There are new ways of doing things in this industry which means a whole range of different skill sets required to thrive in the age of the internet of things. I support and encourage anything DHI can do to provide eLearning, hands-on training and career path mapping for not only the traditional door and hardware workforce, but for engineering, IT, robotics, digital marketing, lean construction and everything in between.
What is your professional experience with DHI and in the industry?
I have been a member of DHI since 2002. I volunteered on the DHI Convention Committee from 2011 – 2013. I worked with the DHI events team over the past decade in an advisory capacity, providing insight from the manufacturing perspective to help improve engagement at the annual DHI Convention. I have also provided editorial content and advertising for the DHI magazine.
I attended several local DHI chapter events in CT, NY and NJ. In 2011, I project-managed and executed a DHI tri-chapter event at ASSA ABLOY headquarters in New Haven, Conn., in conjunction with the DHI Convention held in New York City. Attendees participated in several presentations, factory tours and an exclusive viewing of the ASSA ABLOY Innovation Showroom.
I started my career in the door and hardware industry in 2001 with ESSEX Industries, where I played an integral marketing role when joining forces with Yale Security Group to form ASSA ABLOY Door Security Solutions. I have held various marketing positions throughout the evolution of the organization, most recently being promoted to Director - Experiential Marketing.
Experiential marketing is a powerful tool for the ASSA ABLOY group of brands to engage with customers and leverage today’s experience economy. My team is responsible for managing the company’s live branded experiences, including 250 tradeshows annually spanning national, wholesale, end-user, solutions and EAC channels, promoting through traditional, digital and experiential elements. My team also manages the ASSA ABLOY Innovation Showrooms program - a unique sales tool comprised of static and mobile showrooms throughout the Americas highlighting total door opening solutions. My team also produces a myriad of sales, incentive and training conferences for ASSA ABLOY channel partners and internal employees, as well as designing, procuring and executing brand product displays and customer showrooms.
I received my BA in Marketing Communications with a minor in Events Management from Central Connecticut State University and pursued my MA in Events Management from Michigan State University. I received my Certified Meeting Management (CMM) designation from the Darden School of Business at the University of Virginia and recently received a certificate in Business Leadership from the IMD Business School in Lausanne, Switzerland. I also recently completed The Women’s Leadership Experience Program at the Center for Creative Leadership in Greensboro, N.C. I am certified in Technical Meeting and Event Production from the Event Leadership Institute based in Scarsdale, N.Y. I was also recognized as an ASSA ABLOY “People Make A Difference” winner, a peer and leadership team nominated award for outstanding leadership, teamwork and dedication to the organization and the door and hardware industry at large.
In addition to currently serving on the DHI Board of Governors, I also sit on the GSX (formerly ASIS) and ISC West Convention Advisory Councils and am an active member of the Meeting Professionals International (MPI) organization based in Dallas, Texas.
My husband Chris and I reside in Middlefield, Conn., with our daughter Reiley Grace. When not working, my interests include party planning, interior design, traveling, skiing and spending time with my beloved family.