Heidi Pascale, CMM
Director-Experiential Marketing, ASSA ABLOY Americas
Heidi started her career in the door and hardware industry in 2001 with ESSEX Industries, where she played an integral marketing role when joining forces with Yale Security Group to form ASSA ABLOY Door Security Solutions. She has 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. Heidi’s team is responsible for managing the company’s real-life branded experiences, including 250 tradeshows annually spanning national, wholesale, end-user, solutions and EAC channels, promoting through traditional, digital and experiential elements. Her 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. The 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.
Heidi received her BA in Marketing Communications with a minor in Events Management from Central Connecticut State University and pursued her Masters in Events Management from Michigan State University. She received her 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.
In addition to serving on the Board of Governors, Heidi has volunteered on the DHI Convention Committee from 2011 – 2013. She also sits on the GSX (formerly ASIS) and ISC West Convention Advisory Councils.
Heidi and her husband Chris reside in Middlefield, Conn. with their daughter Reiley Grace. When not working, her interests include party planning, traveling, skiing and spending time with her family.