An innovative asset protection/security professional with over 20 years of experience, Joseph LaRocca is a nationally recognized leader and public speaker on retail loss prevention, crime prevention and security related topics. He currently serves as a Senior Advisor, loss prevention spokesperson and intermediary between retailers and law enforcement entities such as the National Retail Federation, along with several other public-private sector partnerships.
Joe’s expertise includes skills in retail crime prevention; theft investigations; loss prevention legislative matters; crisis management and business continuity programs; private sector and government networking; security cost savings initiatives and business management strategies.
Under his leadership, retail industry programs such as the Law Enforcement Retail Partnership Network, Joint Organized Retail Crime Task Force, LP Legislative Committee and NRF Fusion Center were launched.
In 2005, 2006 and 2010 he was recognized by Federal Bureau of Investigation (FBI), for outstanding assistance to the Bureau in connection with its investigative efforts and for exceptional service in the interest of public safety. He serves as a Founder/Member of the Los Angeles Area Organized Retail Crime Association (LAAORCA) and member of the U.S. Department of Homeland Security Sector Coordinating Council.
Prior to joining the National Retail Federation in 2005, he was Director, Loss Prevention, for the Walt Disney Company’s Retail Division, Disney Stores, where he spent nine years directing strategic and tactical loss prevention, crisis management and business continuity programs. Prior to his position at Disney, Joe served as Director, Loss Prevention for Rampage Clothing Company and several other Senior Executive positions throughout his career.
He frequently provides verbal and written testimony to state legislative bodies and has testified before the United States House of Representatives on the topics of identity theft (2006) and organized retail crime (2008). His work has appeared on CNN, Fox News, Good Morning America, the Today Show and has been published in Time Magazine, Consumer Reports, The Wall Street Journal, New York Times and a host of other trade, local and national publications.
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