An innovative asset protection/security professional with over 20 years of experience, Joseph LaRocca is a nationally recognized leader and public speaker on loss prevention, organized retail crime and emerging technologies. He is the Founder of RetaiLPartners and former Vice President of Loss Prevention for the National Retail Federation. He serves as a loss prevention spokesperson and intermediary between retailers and law enforcement entities nationwide.
Joe’s expertise includes skills in retail crime prevention; theft investigations; loss prevention legislative matters; crisis management, business continuity programs; emerging technology; private sector and government networking; security cost savings initiatives and business management strategies. He frequently lectures to retail and law enforcement industry groups about emerging technology and the crime issues plaguing the retail industry.
LaRocca has testified before the United States House of Representatives on the topics of identity theft and organized retail crime. His testimony has also been used in California, Maryland, Colorado, Vermont, and in conjunction with the American Legislative Exchange Council (ALEC) and National Council of State Legislatures (NCSL).
In the media, 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, The Daily Beast and a host of other trade, local and national publications.
In 2005, 2006 and 2010, the Federal Bureau of Investigation (FBI) recognized him for outstanding assistance to the Bureau in connection with its investigative efforts and for exceptional service in the interest of public safety. He is a Volunteer Reserve with the Los Angeles Police Department, Founding Member of the Los Angeles Area Organized Retail Crimes Association (LAAORCA) and serves as an Advisor to the Southern California Chapter of the International Association of Financial Crimes Investigators (IAFCI).
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.