Commercial Integrator + Security Sales Jan/Feb 2024 - 60

SECURE PERSPECTIVES
Rhianna Daniels,
Chief Strategy Officer, Compass
FOR THIS EDITION of SECURE Perspectives, the
Security Industry Association (SIA) spoke with
Rhianna Daniels, who is chief strategy officer at
Compass. In the spring of 2023, Daniels was recognized
as a 2023 SIA WISF Power 100 honoree,
having been selected as one of 100 exceptional
women in security who are raising the bar, changing
expectations and breaking barriers.
SIA: How did you get into
the security industry?
Rhianna Daniels: My entry into the security industry
began rather unexpectedly. I was a journalist
working in the finance field, but I was interested in
a new challenge. I happened upon a job listing for
an industry trade publication with Security Systems News (SSN).
Starting as an associate editor, I later moved to Security Director
News (SDN), where I became editor.
As was the case with many in the field, my involvement in this
My aim is to position Compass at the forefront
of the industry, continuously providing specialized
and new services and solutions that evolve with
the market. It's our commitment to innovation and
excellence that drives our mission to lead the way,
meeting the present and future needs of our clients.
RHIANNA DANIELS
chief strategy officer,
Compass
SIA: What types of job functions do women fill
in your company? Is there diversity of roles in
your company, or do women gravitate toward
certain job functions?
Daniels: At Compass, we take pride in our commitment
to diversity and inclusivity. We recognize
the immense value that a varied workforce brings
to our organization. Women in our company hold
various roles and responsibilities across different departments,
from entry-level positions through senior leadership.
The diversity of roles filled by women at Compass is a testament
to our culture of empowerment and equal opportunity.
industry was somewhat accidental. What began as merely a new job
opportunity quickly ignited a passion for technology and business.
Through my roles at SSN and SDN, I had a unique chance to write,
analyze and explore the industry, expanding my knowledge base that
positioned me to contribute to the industry on a broader level.
SIA: How does your organization serve the industry?
Daniels: At Compass, we recognize the unique challenges and
opportunities within the industry. We're a high-tech B2B digital
marketing and media relations agency, and our specialized focus
on this industry, and high tech in general, sets us apart.
We're more than just a marketing agency; we're a strategic partner
that understands the nuances of the market, we understand
the unique values our clients bring to the table, and we leverage
this understanding to help our clients succeed. Our specialized
focus allows us to deliver results that are not only impactful, but
also tailored to the unique needs of the industry.
It's important to be aware that the industry is ever evolving, and
we must evolve with it. That's why it is important for us to continuously
monitor trends and technologies and evaluate new strategies
to ensure that our strategies are not only effective but relevant.
Whether it's through social media, content marketing, media
relations or other digital channels, our strategies are designed to
generate leads and drive growth.
SIA: What is your current position?
Daniels: As the chief strategy officer at Compass, I oversee the
overall strategic direction of the company, aligning our services
with the specific requirements of our clients and the evolving
trajectory of the technology sector.
SIA: With more and more data that shows diversity makes
a better workforce, what opportunities do you see for
women in the security industry? What impediments do
you see for achieving this? What could remedy some of
these impediments?
Daniels: In today's evolving landscape, women are finding an
unprecedented array of opportunities in various industry segments.
From leadership positions to specialized fields such as cybersecurity
and engineering roles, the avenues for success are broadening.
Support systems like mentorship, networking and collaboration
are instrumental in nurturing professional growth, yet challenges
persist. Addressing these requires an effort to foster a company
culture that works to eliminate stereotypes, encourage mentorship,
embrace flexible work and develop training initiatives.
By valuing a diversity of ideas and striving to create an inclusive
environment, the industry becomes more innovative, more
adaptable and, ultimately, more successful.
SIA: What do you see as important trends in the
industry? More specifically, what trends do you see in
Compass' space of communications and marketing for
security companies?
Daniels: From a marketing perspective, we're witnessing an
increased emphasis on personalization. We're tapping into new
data and analytics to craft targeted campaigns. Although thought
leadership and content marketing remain central, the spotlight
is on delivering content that holds tangible value and that resonates
with an individual's specific interests or sector.
AI-powered tools are emerging, and we're exploring ways
60 Commercial Integrator+Security Sales & Integration | Jan/Feb 2024

Commercial Integrator + Security Sales Jan/Feb 2024

Table of Contents for the Digital Edition of Commercial Integrator + Security Sales Jan/Feb 2024

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