Women in the AV industry have long been trailblazers, breaking barriers, driving innovation and shaping the future of technology and integration. Their vision, leadership and expertise have left an enduring mark, inspiring progress across the field. This International Women’s History Month, Commercial Integrator is proud to honor their achievements with a special series. Throughout the month, we’ll be shining a light on some of the most remarkable women in AV, celebrating their contributions and sharing their stories to inspire and empower others in our industry.
Here, we spotlight respected industry veteran Charmaine Torruella. She explains how she transitioned into the AV industry from IT after a client asked her to integrate a video codec she had sold them. Throughout her career, she has faced challenges as a minority woman in the industry but credits a strong network of allies at all levels for their support. Read #HerAVStory below.
Interview with Charmaine Torruella
Commercial Integrator: How did you get into the AV industry?
Charmaine Torruella: I slipped into the AV industry from the IT world. A customer requested a Video Codec (Which I sold them). Then they asked me to integrate it for them. That’s when my journey began.
CI: Have you encountered any difficulties or obstacles in your AV industry career?
Torruella: All the time and continuously. As a minority woman that will never end… The only thing that makes it manageable is the great amount of allies that I have supporting me in AV: Allies nationally, globally in high-level and entry-level positions.
Related: QSC/Q-SYS’s Charmaine Torruella: AV Living Legends #26
CI: Whom would you point to as the most influential and helpful mentors in your career? What did they do to help you?
Torruella: In my IT career it was Rick Hampson and in my AV career, Steven Seidenfrau. Both delivered guidance to the realities of the market and how to approach its needs. Hampson taught me to never shy away from asking what I want in business, and Seidenfrau taught me that there are a million plus ways to build an AV space.
CI: What is your proudest career accomplishment?
Torruella: Proudest career moment will always be the work I did as founding chair of the AVIXA Diversity council. I am most proud on the people that worked with me and how those individuals are carrying on their own initiatives and goals.
CI: What do you love most about working in the AV industry?
Torruella: I love the comradery and different types of people in the industry. A lot of uniqueness which is thrilling and exciting the more I people connect with and learn about.
CI: How can the AV industry become even better?
Torruella: The AV industry must refine its business operations to better formalize its go-to-market strategies. Historically, the industry has operated in silos and has not effectively communicated its role and significance within the broader technology landscape. Some of the challenges AV has to solve for is:
- Network congestion affecting the performance of AV setups
- AV skill Shortage for installation and maintenance
- More effective communication and synchronization between designers, manufacturers and market players
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #HerAVStory series like Charmaine Torruella was? If so, just email Dan Ferrisi, group editor, commercial and security, Emerald, at [email protected].
