Joe Carden, CAE
Alexandria,VA
Summary
Innovative, mission-driven association executive with over 20 years of leadership experience driving member engagement, organizational growth, and advocacy-focused marketing across complex, high-impact sectors. Known for aligning strategy, operations, and technology to deliver exceptional member value, influence national policy discussions, and lead organizational transformation. Trusted partner to boards and senior leaders. Collaborative, data-driven, and future-focused.
Overview
29
29
years of professional experience
1
1
Certification
Work History
Senior Vice President, Membership & Marketing
Professional Services Council (PSC)
Arlington, VA
01.2022 - Current
- Company Overview: Leading national trade association for the federal contracting industry (450+ member companies; 14,000+ executives)
- Drove enterprise-wide growth strategy, doubling new member revenue and reducing overall attrition from 15% to 9% through targeted onboarding, segmentation, and lifecycle engagement.
- Expanded and diversified membership, enhancing value across large firms, small businesses, and emerging market entrants by tailoring benefits, benchmarking data, and peer networking opportunities.
- Led integrated non-dues revenue strategy, tripling sponsorships and advertising income via refreshed value propositions, targeted outreach, and digital content alignment.
- Transformed digital presence—achieved +400% in social media engagement and website traffic, +800% in lead generation, and significantly boosted SEO performance.
- Collaborated with the CEO and Board leadership to shape organizational strategy, long-range planning, and key initiatives, including a pandemic-era digital pivot, member dues restructuring, PSC’s 50th Anniversary campaign, dramatic expansion of member engagement channels, and key service/solution evaluations.
- Served as liaison to the Executive Committee and Board of Directors, preparing strategic briefings, leading annual meeting planning, and leading multiple committees, including Membership, Bylaws, Dues, and Nominating.
- Directed rebranding and positioning strategy to reflect a more dynamic, tech-forward identity in federal contracting and attract next-gen industry leaders.
- Built and led a high-performing team of 6, including marketing, membership, sponsorship, and communications professionals; mentored three emerging leaders in adjacent departments.
- Championed cross-sector partnerships, forging alliances with think tanks, academic institutions, peer associations, and media outlets to amplify the association’s voice on key policy priorities.
- Represented PSC externally at industry events, policy forums, federal agency roundtables, and trade publications, serving as a spokesperson on behalf of member interests.
- Implemented metrics-driven culture around engagement, campaign ROI, and program performance—helping the executive team and Board prioritize investment in high-impact areas.
Principal Consultant
Homeland Strategies
Arlington, VA
01.2011 - 01.2012
- Company Overview: Strategic consulting firm serving national security, technology, and public safety clients.
- Provided strategic consulting and market intelligence to clients across defense, technology, manufacturing, and telecommunications sectors.
- Developed business strategy and legislative insight for a global defense company navigating homeland security opportunities.
- Advised a major government relations firm on the U.S. homeland security marketplace, enhancing their positioning and client acquisition efforts.
- Enhanced the government engagement strategy for a leading chemical manufacturer and delivered media training to senior executives.
- Built branding and promotion strategies for a technology manufacturer, helping elevate executive visibility with senior U.S. DHS officials.
- Created a merger communications plan for a major telecommunications provider, supporting executive messaging and regulatory navigation.
- Supported the President of Global Government Solutions at a top tech integrator on strategic initiatives, including media training and preparation for congressional testimony.
- Led rebranding research and messaging development for a national advocacy association, using market insight to redefine positioning.
- Delivered homeland security briefings to multiple foreign delegations, including appropriations process education and U.S. market orientation.
Vice President, Membership and Government Relations
Homeland Security & Defense Business Council
Washington, DC
01.2007 - 01.2011
- Company Overview: National trade association representing leading solution providers in the homeland security sector, fostering collaboration between industry and government stakeholders.
- Tripled organizational membership within four years by developing value-based recruitment strategies, launching tailored member programs, and expanding into adjacent markets such as critical infrastructure and technology integration.
- Co-authored and implemented the Council’s five-year strategic plan, aligning programmatic, financial, and advocacy initiatives with evolving national security priorities and public-private engagement models.
- Served as second-in-command to the President & CEO, providing executive-level leadership on strategic initiatives, annual budget planning, board relations, and operational management.
- Strengthened the Council’s Board of Directors by developing structured governance processes, recruiting new members, and enhancing Board involvement in priority-setting and financial oversight.
- Led all government relations and advocacy efforts, cultivating bipartisan relationships with key congressional committees, agency officials (DHS, DoD, DOE), and federal regulators.
- Coordinated industry testimony and legislative engagement, directly supporting policy positions on acquisition reform, cybersecurity, and technology innovation.
- Elevated the organization’s influence by organizing executive-level roundtables, Hill briefings, and private sector delegations to inform the national homeland security strategy.
- Launched and expanded sponsorship revenue, securing high-value partnerships with major industry players through thought leadership programming, working groups, and special events.
- Directed external communications and thought leadership, including public statements, policy briefings, and executive talking points, ensuring consistent messaging across the organization and to the media.
- Represented the Council in coalitions and standards-related conversations, providing input into frameworks affecting security certification, infrastructure protection, and emergency response readiness.
Senior Marketing Manager, Homeland Security Sector
Unisys Corporation
Arlington, VA
01.2004 - 01.2007
- Company Overview: Global IT and systems integration company supporting federal agencies with mission-critical security and technology solutions.
- Led strategic marketing initiatives for major U.S. Department of Homeland Security (DHS) accounts, including Transportation Security Administration (TSA), U.S. Coast Guard, and Customs and Border Protection.
- Developed and executed integrated go-to-market strategies for homeland security solutions, including aviation security, border control, transportation infrastructure, and chemical facility protection.
- Supported federal capture teams with market intelligence, competitor analysis, and solution messaging to drive opportunity development across classified and unclassified programs.
- Coordinated cross-functional teams, including engineering, proposal, and communications staff, to align messaging and brand positioning across digital and in-person channels.
- Created executive briefings and stakeholder presentations used in DHS, Capitol Hill, and public sector engagements to highlight Unisys’ capabilities and public safety impact.
- Monitored evolving federal security regulations, aligning marketing efforts with policy shifts in risk management frameworks, procurement rules, and grant funding.
- Played a key role in shaping Unisys’ federal identity in the post-9/11 landscape, positioning the company as a trusted technology partner in national preparedness and response.
Director of Advocacy
The New Republic
Washington, DC
01.2003 - 01.2004
- Company Overview: Leading political and cultural magazine with a national readership and deep influence in policy, media, and thought leadership circles.
- Developed and executed a comprehensive business development strategy, introducing a portfolio of new sponsorship offerings that diversified revenue streams and aligned with the magazine’s editorial mission.
- Spearheaded the magazine’s transition to a digital-first marketing model, building strategies to expand online subscriptions and grow reader engagement through digital channels, e-newsletters, and early social media outreach.
- Created integrated advocacy campaigns designed to connect advertisers, policy influencers, and institutional partners with high-value editorial themes and readership demographics.
- Partnered with editorial and events teams to build sponsorship-driven programming around timely political issues, including custom roundtables and Capitol Hill briefings.
- Enhanced the brand’s visibility and value proposition among think tanks, academic institutions, and political organizations by refining messaging and demonstrating impact through audience analytics.
- Strengthened internal data and analytics use to better target advertising opportunities and measure ROI for sponsors, laying the groundwork for future CRM integration.
Account Executive
Congressional Quarterly (CQ)
Washington, DC
01.2001 - 01.2003
- Company Overview: Premier nonpartisan media organization providing in-depth news, legislative tracking, and policy analysis to government, corporate, and advocacy clients.
- Managed a portfolio of over 40 Fortune 500 and major association clients, delivering customized advertising and sponsorship solutions aligned with their policy priorities and target audiences.
- Generated over $2 million in new revenue, consistently exceeding sales targets through consultative selling, long-term relationship building, and value-based proposals.
- Collaborated with editorial, research, and marketing teams to tailor advertising strategies around key legislative issues, ensuring alignment with real-time policy developments and readership interests.
- Advised clients on message placement and audience targeting, using CQ readership analytics and policy influence metrics to optimize campaign impact.
- Expanded the client base into new sectors, including healthcare, energy, and telecom, by demonstrating the value of CQ’s trusted reporting in shaping regulatory and legislative outcomes.
- Represented CQ at national policy and trade events, strengthening the company’s brand visibility and deepening relationships with government affairs professionals and public policy leaders.
Project Director
Wirthlin Worldwide (Now Harris Interactive)
McLean, VA
01.1999 - 01.2001
- Company Overview: Leading public opinion research and strategic communications firm, known for advising Fortune 500 companies, trade associations, and political campaigns.
- Led research and messaging strategy for over 50 national and regional associations, translating polling insights into actionable communications and advocacy campaigns.
- Advised congressional campaigns and political organizations on voter segmentation, issue positioning, and media strategy—contributing to multiple successful election outcomes.
- Designed and managed full-cycle public opinion research projects, including survey design, focus group facilitation, message testing, and data-driven campaign development.
- Provided strategic counsel to C-suite executives and senior communicators, helping align external messaging with internal priorities and public sentiment.
- Synthesized complex research findings into clear, actionable strategies for clients in healthcare, energy, defense, and manufacturing sectors.
- Contributed to thought leadership by developing white papers, presentations, and client deliverables that shaped long-term positioning and legislative outreach.
- Worked closely with internal analytics, marketing, and creative teams to translate research into high-impact communications programs across multiple platforms.
Political Director
U.S. Senator Paul Coverdell – Re-election Campaign
Atlanta, GA
01.1997 - 01.1998
- Directed statewide grassroots strategy, managing coalition-building and field operations across diverse constituencies, including veterans, small businesses, educators, and local officials.
- Led voter outreach and mobilization efforts, developing regional plans that boosted turnout and engagement in targeted districts, contributing to the Senator’s successful re-election.
- Coordinated public appearances and stakeholder events, aligning campaign messaging with emerging policy issues and constituent concerns.
- Oversaw volunteer recruitment and training, building a robust and high-performing field operation that scaled quickly in response to campaign demands.
- Provided political intelligence and strategic recommendations to senior campaign leadership based on polling data, local sentiment, and opposition research.
- Supported communications and media teams in developing targeted messaging strategies across print, radio, and community channels to effectively reinforce the campaign’s platform.
Education
Bachelor of Arts - History
University of Georgia
GA06-1996
Skills
- Strategic Vision & Execution
- Board & Governance Leadership
- Public Policy & Advocacy
- Membership Growth
- Association Brand and Marketing
- Non-Dues Revenue & Partnerships
- Team Leadership
- Technology-Aware Association Management
- High-Impact Events & Education
Certification
- Certified Association Executive (CAE)
- American Society of Association Executives (ASAE), Since 2014
Additional Information
- Board Engagement: Liaison to Executive Committee & Governance Teams
- Volunteer: Den Leader, Cub Scouts of America | Earned Eagle Scout
- Leadership: Advisory Council Member - Digital Marketing Certificate Program at The George Washington University, School of Business | Multiple ASAE volunteer initiatives
- Speaking Engagements: Regular presenter on association leadership, marketing strategy, and public-private collaboration (for example: ASAE Annual Conference, 2020)
- Personal Interests: Slow but consistent runner, college football, history of crisis management and leadership development, mentoring
References
References available upon request.
Timeline
Senior Vice President, Membership & Marketing
Professional Services Council (PSC)
01.2022 - Current
Principal Consultant
Homeland Strategies
01.2011 - 01.2012
Vice President, Membership and Government Relations
Homeland Security & Defense Business Council
01.2007 - 01.2011
Senior Marketing Manager, Homeland Security Sector
Unisys Corporation
01.2004 - 01.2007
Director of Advocacy
The New Republic
01.2003 - 01.2004
Account Executive
Congressional Quarterly (CQ)
01.2001 - 01.2003
Project Director
Wirthlin Worldwide (Now Harris Interactive)
01.1999 - 01.2001
Political Director
U.S. Senator Paul Coverdell – Re-election Campaign
01.1997 - 01.1998
Bachelor of Arts - History
University of Georgia