Mission Indispensable: Interview With Genetec's VP Marketing Andrew Elvish
From its early days, Genetec has evolved into a global provider of services and solutions in Access Control, Cybersecurity, IT and Physical Security, as well as Cloud Security. With a network of partners and consultants, the company serves over 42,500 clients worldwide. At Intersec 2025, GIT SECURITY seized the opportunity to speak with Andrew Elvish, Vice President of Marketing at Genetec, who shares insights into both his individual and the corporate commitment to the philosophy of unification.
GIT SECURITY: Mr. Elvish, Genetec has been a transformative force in the physical security industry for over 25 years. Can you walk us through the company‘s journey?
Andrew Elvish: Looking back on the past 25+ years, it’s remarkable to see how Genetec has evolved. What began as a company focused on security solutions has grown into a global technology leader, shaping the future of physical security and enabling businesses and communities around the world to thrive. Our commitment to innovation and pushing boundaries has been the driving force behind this transformation. We are a proud Canadian company, but we are also a truly global organization with a footprint in 159 countries.
Our flagship platform, Genetec Security Center, along with Genetec Security Center SaaS, unify security functions like access control, video surveillance, license plate recognition, intrusion detection, and analytics—all under one powerful system. More importantly, we’ve built these solutions with flexibility and cybersecurity at their core. We empower our customers to choose the tools they need without being locked into a single brand and deploy them where it makes the most sense, whether on-premises, in the cloud, or in hybrid environments.
As the Vice President of Marketing, what are your primary responsibilities and your personal goals at Genetec?
Andrew Elvish: As Vice President of Marketing at Genetec, my primary responsibility is to guide our global marketing efforts in alignment with the company’s mission to deliver innovative solutions in physical security. I focus on building high-performance teams across marketing, communications, product marketing, and customer experience, ensuring we stay agile and ahead of the curve. A big part of my role is bringing people together - bridging the gaps between marketing, sales, and product management so that our messaging resonates with our customers and reflects the latest industry trends. I’m passionate about taking a thoughtful, data-driven approach to everything we do, whether it’s launching new products, enhancing our digital presence, or strengthening connections with our partners and end-users. My goal is to help Genetec grow by amplifying our voice in the market and, more importantly, by helping our customers realize the full potential of our technology in ways that truly make a difference for their businesses and communities.
Your role sounds like a comprehensive mission that demands full attention to both customer needs and market trends. What solutions does Genetec‘s portfolio offer to meet modern demands?
Andrew Elvish: The Genetec portfolio is designed to empower enterprises, governments, and communities to protect people and assets while driving operational efficiency and maintaining a strong commitment to privacy and cybersecurity. Our offerings include world-leading solutions for video management, access control, and Automatic License Plate Recognition (ALPR), all built on an open architecture that ensures flexibility, scalability, and ease of integration. Beyond these core solutions, Genetec provides advanced tools for intrusion detection, intercom systems, and digital evidence management, enabling organizations to unify their security operations seamlessly. Our Federation feature enables customers to connect multiple sites and gain a global view of their operations from a single platform.
Our solutions are particularly well-suited for customers with complex, multi-site needs or those requiring seamless integration across diverse functions and devices. Additionally, we prioritize stringent cybersecurity measures and respect for privacy, ensuring our systems meet the highest standards. Through continuous collaboration with customers, we have developed tailored, industry-specific solutions that not only enhance security but also deliver actionable insights to optimize operations and support long-term growth.
Intersec is a major event in the security industry. How was the experience for Genetec, and what is the most advanced solution you presented this year?
Andrew Elvish: Intersec was a really good show for us this year. It provided us with an excellent opportunity to engage with our customers and partners while showcasing how we are driving the future of security technology. We presented the latest version of Security Center, our cutting-edge platform which was recently approved by Dubai’s Security Industry Regulatory Agency (SIRA). This platform features enhanced mapping capabilities and advanced authentication tools, designed to streamline the management of large-scale projects. We also showcased Operations Center, our new work management solution that simplifies security operations, alongside Cloudlink 110, a compact device that facilitates seamless transitions to the cloud for businesses that are looking for a hybrid approach.
A rapidly transforming market like the security industry requires constant innovation and adaptation. What development can customers expect from Genetec‘s products soon?
Andrew Elvish: Physical security operations put in substantial efforts to guarantee a secure day, one where everything runs smoothly without anyone noticing. Yet, they frequently lack the necessary tools for effective performance. That’s why we have developed Operations Center within our Security Center platform to enhance cross-department collaboration. By integrating workflow management and ticketing systems, security teams can now extend their influence beyond their traditional role. The more security professionals position themselves as enablers of business continuity, efficiency and resiliency, the more they will be seen as indispensable decision-makers.
Staying ahead of trends and adapting to changes is a big part of success. How do you see security technology evolving in the next five years?
Andrew Elvish: The security technology sector is heading into an exciting period of transformation over the next five years. Organizations are becoming more strategic in how they deploy cloud in their environment. They’re finding the right balance, combining on-premises, edge, and cloud solutions wherever they fit best. Our recent State of Physical Security Report 2025 found that 48% of end users in the META region are planning to implement hybrid deployments as their preferred approach within the next five years. That’s because there’s no all-or-nothing with a hybrid-cloud approach. Businesses remain in total control of how they deploy their systems across various locations. With an open ecosystem, they can implement the best technology—whether on-premises or in the cloud— that meets their business needs and avoid unnecessary compromise, without ever being locked into proprietary solutions.
This allows them to deploy, scale, and upgrade systems faster, streamline processes, and strengthen their security posture in the most efficient and effective ways. AI will also play a significant role in addressing operational challenges through intelligent automation. By focusing on outcome- driven benefits, organizations can streamline operations, enhance efficiency, and build trust with responsible AI practices that ensure ethical and transparent use. Data privacy and compliance will remain top priorities, especially as the financial and reputational costs of data breaches rise.
Security solutions with built-in privacy features, cloud-based updates, and advanced certifications will dominate the market. Collaboration across IT, facilities, and security teams will become essential as organizations face talent shortages. Tools that empower cross-team collaboration and simplify workflows will ease operational stress and enhance productivity. End users are also demanding more from service providers, expecting them to offer comprehensive expertise across cybersecurity, data, and business automation. By addressing these challenges with innovation and adaptability, the security technology sector will continue to evolve as a cornerstone of modern organizational resilience.
While providers strive to perfect and comprehensively optimize their services, that‘s only half the equation. As a global player, how does Genetec handle local and international regulations?
Andrew Elvish: The global security technology sector is shaped by diverse regulatory frameworks and evolving privacy standards. We’ve built our solutions to keep up with these changes, helping organizations stay compliant with local rules while following global best practices. By prioritizing secure access controls and giving our customers the tools to manage data responsibly, we help organizations navigate complex regulatory landscapes with confidence. Our commitment to continuous software development and ethical practices ensures that, regardless of regional differences, our solutions remain aligned with evolving legal and privacy requirements, fostering trust and resilience in an ever-changing security environment.
