When people think of ISSA, they often think about advocacy, education, events, and the broader mission of advancing the cleaning and facility solutions industry worldwide. What they may not see is the strategy behind how those initiatives reach members and resonate with the industry.

That’s where Sarah Ries comes in.

As a senior marketing manager at ISSA, Ries works at the intersection of strategy and storytelling. Her role spans both internal and external communications—connecting members with resources while elevating the association’s visibility across the industry.

“We have all of these benefits and resources and these amazing things that this association has developed for our members,” Ries said. “How do we communicate that to people and make them see the value?”

From politics to marketing

Ries did not begin her career in the cleaning industry. In fact, her first professional chapter unfolded in politics.

Straight out of college—she’s a proud Ohio State University alumna—Ries spent nearly a decade working in campaign politics at the local and national levels. While it may seem like a leap from politics to professional cleaning, she said the transition felt natural.

“A lot of that really is just working with people, team building. It’s a lot of marketing,” Ries said. “You’re marketing people. You’re marketing issues.”

Through that experience, she discovered what energized her most: project management, relationship building, and creative communication. Eventually, she moved into the association space, leading communications and marketing for a state association in Ohio before joining ISSA.

At ISSA, she found the growth opportunity she was seeking. “It just was such a great way for me to grow within a team,” she said. “And with it being a global association, there are so many ways to play around with different marketing techniques.”

Telling the industry’s story

Ries describes her work as both internal and external. Internally, she focuses on ensuring members are aware of and connected to the programs and resources most relevant to them. Externally, she supports recruitment efforts, public awareness initiatives, and advocacy marketing.

Advocacy remains especially meaningful to her, given her background.

“It just goes back to my original career, my original heart,” Ries said, pointing to the steady growth of ISSA’s advocacy programs and the impact of events like the ISSA Clean Advocacy Summit.

But she resists naming a single favorite initiative.

“Things are always happening,” she said. From healthcare programs and emerging leaders’ initiatives to certification rollouts and professional development opportunities, the scope of ISSA’s work reflects the breadth of the industry itself.

“Cleaning and facility solutions really is the underpinning of our society,” Ries said. “I think people don’t realize how many things that touches on.”

More than metrics

Marketing, of course, involves analytics, engagement rates, and campaign performance. But for Ries, the most meaningful part of the work goes beyond numbers.

“The more I get involved with ISSA and attend events, it’s eye-opening—the needs that members have and the people they touch,” she said.

For her, success isn’t just an email open rate. It’s member participation.

“It’s not just that we sent the email and somebody opened it,” Ries said. “They’re actually signing up. They’re taking part. They’re starting to see the value.”

Ultimately, she views marketing at ISSA as a platform to elevate others.

“The most meaningful part of working in marketing at ISSA is the member stories and being able to tell them,” Ries said. “It’s not the work that we do. It’s the work that they’re doing. And that’s the amazing story to tell.”

Behind every campaign and announcement, there may be strategy and analytics—but at its core, Ries sees her role as amplifying the people who keep the industry moving forward.

Learn more about all that ISSA has to offer.