October 21, 2024—ALEXANDRIA, VA Alicia Auerswald, ISA’s senior vice president of strategy and marketing, has been named an Association Trailblazer by Association TRENDS. She will be honored at the annual Salute to Association Excellence in March.
Alicia was recognized for leading several ISA initiatives that have helped members grow their businesses, while leading an award-winning marketing team.
The Trailblazer Award is presented to a senior association executive who has “demonstrated exemplary commitment to leadership, innovation, excellence, and organizational growth within their respective associations.”
“I can’t think of anyone more deserving to be recognized as an Association Trailblazer,” said Lori Anderson, ISA president and CEO. “Alicia has an amazing connection with our members and understands what they need to grow their businesses. She uses this insight to work with the ISA team in developing new or improved programs and initiatives.”
Alicia’s leadership helped ISA transform its highly valuable networking event for national companies to find local installers into a 1:1 speed-dating style networking event. It has continued to be extremely popular with members and has led to several iterations. In addition, ISA’s marketing efforts for ISA International Sign Expo tend to win recognition for creativity and effectiveness in drawing 20,000 attendees.
In addition to launching new events and revenue streams, she is leading the organization through a strategic overhaul and digital transformation of its data, data systems, processes and IT infrastructure.
“I do not believe any recipient earns an award on their own,” Auerswald said. “I have benefited from the collaborative teamwork we have at ISA as well as the generosity of our volunteers who have supported and shaped ideas so that our industry wins.”
Prior to joining ISA in 2012, Alicia served as director of marketing at National Trade Productions (NTP) for more than eight years. While at NTP, she was recognized as a dynamic and flexible strategist with a track record of leading clients to record-breaking success. Prior to NTP, she was the director of marketing for American Chamber of Commerce Executives, VP of special programs for a 501(c)(3) foundation and marketing manager for an educational association.
