ABOUT DAVE MAAS
Fractional Marketing Director
B2B Marketing for the Fire, Security, and Life Safety Industry
I'm a marketing practitioner with 20+ years of experience in the commercial fire and security industry. I work at both ends of the marketing function: developing go-to-market strategy and executing the work that brings it to life. That combination is what makes fractional engagement practical for technical businesses that need real marketing output, not just direction.
Industries and Channels I Know
My work has been concentrated in commercial fire protection, electronic security, and physical access control. I understand how these markets are structured and what moves them.
On the product side, that means working with addressable and conventional fire alarm systems, video surveillance, intrusion detection, and access control platforms from credential technology through door hardware and software. On the channel side, it means building programs for manufacturer reps, installing dealers, integrators, and distributors, and developing content for end users including facility managers, building owners, and safety directors.
I'm familiar with the compliance landscape these buyers operate in: NFPA, UL listings, IBC requirements, and local AHJ enforcement. That context shapes how I write, how I position products, and how I help clients frame value beyond features.
How I Work
I spent 18 years at Honeywell, where I started as a graphic designer and developed into a senior marketing communications role. I worked across the System Sensor, Fire-Lite, Silent Knight and NOTIFIER brands, running campaigns directed at dealers and integrators, building sales enablement content, and managing the infrastructure behind lead generation programs. Working inside a global organization taught me how to build marketing systems that scale and how to keep quality consistent across a high volume of deliverables.
I've carried that discipline into independent practice. Right now I'm functioning as the full marketing department for Midwest Alarm Services, a regional full-service life safety integrator, developing annual strategy and running campaigns while staying hands-on with execution. That's the kind of engagement I do well: strategic enough to set direction, practical enough to produce the work.
One area worth noting: I have a specific focus on technical education as a marketing tool. In dealer and integrator channels, a salesperson's confidence in a product directly affects whether they recommend it. I've built interactive e-learning modules, technical webinars, and sales training content that serve both the education and the demand generation function simultaneously. The My Work on this site includes several examples.
Outside of work
I grew up in the Chicago western suburbs and spent time in Portland and southwest Washington before relocating to Northern Colorado in 2021. The mountains are a significant upgrade. I'm a lifelong Chicago sports fan and still miss the food more than I'd like to admit.
If you're looking for a marketing partner who knows this industry and can operate at both the strategic and executional level, I'd welcome the conversation. I'm also open to discussing full-time marketing leadership opportunities. Get in touch.