Alicia Auerswald, CAE, is the Sr. Vice President, Strategy & Marketing at the International Sign Association (ISA). In this role, she leads strategic initiatives for the association and oversees the marketing, communications, and data/IT teams with a keen focus on enhancing member value, increasing stakeholder engagement and spurring growth for the organization and industry. Alicia has a reputation as a forward-thinking, idea-generating innovator and best practices leader who quickly understands key business drivers and underlying issues transforming ideas into actionable plans and objectives. She has helped ISA launch new events and revenue streams, evaluate association policies and procedures, and lead the organization through a strategic overhaul and digital transformation of its data, data systems, processes and IT infrastructure.

Alicia is a dynamic leader who tries to live the principles of mentorship, friendship, and trust. With a people-first management style, she leads by example, fostering an environment that builds high-performance teams that not only achieve aggressive objectives but also empowers individuals to grow both personally and professionally, celebrating the wins and learning from taking risks and making mistakes. Her commitment to nurturing talent and driving organizational momentum sets a positive tone she hopes inspires those around her.

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.

Alicia has spent nearly 20+ years in marketing, communications and management as well as business development. She served as president of the Alexandria Jaycees Foundation which works for a better community through service, action, and change. Professionally she is a Certified Association Executive (CAE) and an active member of the American Society of Association Executives (ASAE). She is a member of the American Marketing Association (AMA), Project Management Institute (PMI), International Association for Exhibitions and Events (IAEE), and is a life member of the Virginia Junior Chamber of Commerce and the Alexandria Junior Chamber of Commerce.