---
title: "Ask the CEO: Denise Roosendaal, CAE"
id: "46182"
type: "post"
slug: "ask-the-ceo-denise-roosendaal-cae"
published_at: "2019-04-01T10:30:56+00:00"
modified_at: "2026-03-17T01:00:35+00:00"
url: "https://associationsnow.com/2019/04/01/ask-the-ceo-denise-roosendaal-cae/"
markdown_url: "https://associationsnow.com/2019/04/01/ask-the-ceo-denise-roosendaal-cae.md"
excerpt: "Denise Roosendaal, CAE, executive director of the Institute for Credentialing Excellence, answers questions from member Johnna Gueorguieva, CAE."
taxonomy_category:
  - "Executive Leadership"
taxonomy_post_tag:
  - "AssociationsNow"
  - "C-suite"
  - "Leadership"
  - "Professional Development"
taxonomy_content_format:
  - "Article"
taxonomy_role:
  - "Association CEO / Executive Director"
  - "Executive Team"
taxonomy_persona:
  - "Executive Leadership"
---

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 » Ask the CEO: Denise Roosendaal, CAE

**What attracted you to the role of executive director at ICE?**

When I saw this organization’s passion for continuous learning, I knew I was home. But really what attracted me to this job was our members, who are professionals involved in lifelong learning and are in the business of recognizing the knowledge, skills, and abilities attained and retained by certificants in their profession. They build rigorous programs that are respected by employers and the public.

> I have a personal mission statement: to be the visionary leader who empowers individuals and organizations to be their best.

**How do you address challenges facing the credentialing community?**

I believe most challenges also offer opportunities. For example, credentialing has recently captured attention from political stakeholders in statehouses around the country. This has presented an opportunity to create the Professional Certification Coalition. Together with many other stakeholders, we are able to better address the role of certification and the importance of professionalizing occupations.

**What advice would you give to the next generation of professionals?**

I have a personal mission statement: to be the visionary leader who empowers individuals and organizations to be their best. Knowing that this is my purpose, I can survive difficult days and appreciate great days even more. The association profession also offers ample opportunities to exercise purpose and passion. And here’s my advice to other association executives: Know why you work so hard each day, because then it will be much more satisfying.

[ASAE Staff](https://associationsnow.com/author/asae-staff/)

[More articles by this author](https://associationsnow.com/author/asae-staff/)

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 [#Leadership](https://associationsnow.com/tag/leadership/)
 [#Professional Development](https://associationsnow.com/tag/professional-development/)

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