News Column

American Society of Interior Designers Appoints Key Senior Staff: ASID Restructures to Strengthen its Support of Members and Industry

September 4, 2014

WASHINGTON, Sept. 4 -- The American Society of Interior Designers issued the following news release:

The American Society of Interior Designers (ASID) has appointed five new members to its senior leadership team: Laura Horsley, vice president of Communications and Marketing; Karol Kaiser, vice president of Education and Engagement; Christopher Wojcik, vice president of Membership and Industry Development; Fernando Arias, director of Strategic Initiatives; and Reed Kroloff, strategic partnership consultant.

Over the past two and a half years, ASID has undergone a rigorous assessment of the Society's vision, goals, offerings and operations. Acknowledging gaps in the organization's structure, ASID leadership realigned several existing positions and created a few new ones to better serve the needs of members, colleague institutions and the design community as a whole. An extensive search has yielded the right combination of skills, experience and passion to advance the profession and to communicate the ability of interior design to improve lives.

"This is an exciting time for ASID," said Randy Fiser, the Society's chief executive officer. "These three talented vice presidents are new to ASID but not to the areas they will lead. Laura, Karol and Chris possess a depth of knowledge that will strengthen the whole of ASID. Plus they are team players, eager to use their experience for the greater good, and passionate about the work they do. Their collective insight will enable ASID to foster an understanding of design's impact on the way we live, work, play and heal."

"I had the pleasure of working with Fernando on the Society's Clinton Global Initiative commitment to develop 'ASID Protocols for Health and Wellness in Design,'" said Fiser.

"His expertise in architecture, sustainability, project management and bringing people together will be critical to creating this industry tool. Meanwhile, we're delighted to tap the industry insights and analysis that Reed brings to the table. With his guidance, we are sure to fill the gaps in interior design education with programming that will benefit the whole design community."

Laura Horsley, vice president, Communications and Marketing

Laura Horsley, joining ASID on Sept. 22, brings more than a decade of experience in communications. For the past eight years, Horsley has worked at a colleague association in the built-environment space, serving as director of Communications for the Building Owners and Managers Association International. Her unique perspective, acquired working among the clients of commercial interior designers, will add to the breadth of both the ASID Communications and Marketing staff and the Society's leadership team.

An award-winning editor, Horsley will focus on helping ASID members communicate more effectively with users of interior design services, as well as with the general public, about the value of interior design. She also will support national staff and chapter volunteers as they connect with the Society's more than 24,000 members.

Karol Kaiser, vice president, Education and Engagement

Since joining ASID in late spring, Karol Kaiser has been rigorously assessing and planning the Society's role in providing professional and leadership development at the national and chapter levels. This fall she publicly puts her imprint on the Society's educational programming and engagement with members, starting with a story in ASID ICON magazine that connects members to an online article they can read for CEU credit.

Kaiser developed and directed popular education programs at three ASID partners: the American Institute of Architects, where she last served as managing director of Professional Development and Resources; the U.S. Green Building Council, where she was director of Education Programs; and the Urban Land Institute, where she led Education Marketing.

Her priority is to continue raising the bar for ASID education and to expand the Society's outreach to members and customers. She will build an ASID educational track with programming that advances members' competencies at every stage of their careers. She also will concentrate on increasing members' access to top quality education through engaging, online platforms.

Christopher Wojcik, vice president, Membership and Industry Development

Christopher Wojcik has a substantial background in membership associations, having led membership development at three associations over the past decade. Prior to joining ASID in July, Wojcik was director of Membership and Marketing for the American Medical Student Association (AMSA), where he was responsible for the recruitment and satisfaction of 40,000-plus student members and 300 chapters. That experience will serve ASID well, particularly as Wojcik works to engage one of the Society's target audiences -- students.

Before AMSA, Wojcik served as director of Membership at the Society of General Internal Medicine. He will apply his expertise in member outreach, recruitment and retention to streamlining and expediting processes for ASID members. His passion for serving our membership is contagious and energizes the whole ASID national staff. Wojcik's depth in associations will further enrich the team. He will be responsible for creating and executing the Society's membership strategy and for building programs to retain members. Wojcik also oversees the Society's relationships with industry partners and sponsors.

Fernando Arias, director, Strategic Initiatives

Fernando Arias, who starts at ASID today, comes from the Clinton Global Initiative, where he brought together leaders across sectors to produce advances in global health and in the built environment. However, that is only a small piece of the breadth of experience Arias adds to the ASID senior team. He served in both the U.S. Army and Navy. He practiced architecture for seven years in New York City and Los Angeles. He worked for Accenture'sResources Group as a consultant and for the New York City Mayor's Office of Long-Term Planning and Sustainability.

He holds a Bachelor's degree in architecture from the Southern California Institute of Architecture and Master's degrees in Architecture and Urban Design and in Public Administration from Columbia University. At ASID, Arias will direct strategic planning, project management and implementation support for initiatives that drive industry development and positively affect public health and the built environment.

Reed Kroloff, consultant

Reed Kroloff is the founding principal of jones|kroloff, a consulting practice that develops strategy for clients in the design industry. He and his colleagues, who began working with ASID in July, are assisting the Society's Education and Engagement team in developing new educational programs and leadership forums. Prior to starting his practice, Kroloff served as director of the Cranbrook Academy of Art and Art Museum. He also served as dean of the Tulane University School of Architecture in New Orleans, which Kroloff led through Hurricane Katrina and during the city's recovery. Kroloff served as editor-in-chief of Architecture magazine, guiding it to win more awards for editorial and design excellence than any other magazine of its type. A frequent speaker at conferences and events, Kroloff also is a regular visiting critic at professional organizations and architecture schools across the country.

"Reed is a highly respected thought leader in design who has been behind many of the industry's firsts," said Fiser. "His experience in academics, programming and publications will infuse new ideas into the Society's support of its members and the industry. His network will be invaluable as ASID expands its reach."

[Category: Business]

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Source: Targeted News Service

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