Head of the Household & Commercial Products Association, Caldeira has relaxed his management style but dedication to community remains strong.

CEO Update will recognize Caldeira at the 9th annual Association Leadership Awards on October 18. The profile of Association Lobbyist of the Year Jennifer Hatcher, of FMI, The Food Industry Association, can be viewed here. The Q&A with Professional Society CEO of the Year Patricia Blake, of the Heart Rhythm Society, can be read here. For more information about the ALA event, go to AssociationLeadershipAwards.com.

CEO Update: What has been your biggest gamble as an association CEO?

Steve Caldeira: While I was on the final interview with HCPA in 2016, I remember telling the search committee that the organization needed to rebrand. They were called the Consumer Specialty Products Association, so they were somehow consumer-related, and no one knew what specialty products were. The risk was that I could have offended them and not gotten the job, But I felt strongly that if you had to explain who you were and whom you represented, and what your issues might be, that was an uphill battle out of the box.

The search committee was very understanding and, ultimately, supportive. With the help of Yes& Agency, we rebranded in 2018 as the Household & Commercial Products Association, with the tagline "Innovative Products for Home.Work.Life." and it has been very well received.

What characteristics do trade association CEOs need to succeed today?

Post-COVID, trade association CEOs need to be increasingly agile, strategic and innovative, with a keen understanding of advocacy—including leading and participating in coalitions—(and) finance, and (be) a trusted and effective spokesperson for the industry you represent. They need to be able to build relationships. CEOs also need to be inclusive, empathetic and supportive of their colleagues and the challenges they are facing. At HCPA, a lot of our younger staff have children. They so appreciate the flexibility in the hybrid virtual work schedule.

I had put in a telecommuting policy long before the pandemic. A leader has to be more empathetic and grow as a CEO to be responsive to those issues.

How would you describe your management style, and how has it evolved over the years?

My style has certainly evolved, from being more directly involved in the day-to-day of my International Franchise Association staff (Caldeira ran IFA from 2010-15), to a more relaxed and trusting management environment at HCPA, especially during the pandemic. I believe that if you have a talented team, you should step back a little and empower them to get the work done … then hold them accountable.

You have been active with ASAE, the Council of Manufacturing Associations, the Association Committee of 100 and many charitable and civic organizations. Why, and how does that benefit you and your association?

Never, ever, underestimate the power of building and sustaining relationships through (the association community). As leaders of the business community, trade association CEOs have a responsibility to give back to the region in which we work and live by supporting local charitable and civic organizations. I personally benefit from engaging and networking with issue experts and keynote speakers who I have met through my involvement with them. In turn, the association also benefits from relationships with my CEO colleagues, and the organizations they represent, in multiple ways. … I was honored and privileged to join the ASAE board of directors. I chaired it after John Graham passed and co-led the search committee when we chose the highly respected Michelle Mason to succeed Susan Robertson as ASAE CEO.

What have been your experiences recovering from the stroke you had in early 2021?

I'm so grateful for the support of my wife, Jane, our two kids, Maddy and Alex, and my family. I was really touched by the number of cards, calls, texts, emails, meals and visits from my staff, board, friends and trade association colleagues. … It's definitely been a long journey of recovery—but I love life and I am just so thankful for the opportunity to give back and make a difference in this world.

Without question, I have a greater appreciation for the small things, and I continue to be focused on being a servant leader and giving encouragement to others.

CAREER HIGHLIGHTS

Brand identity: One of Caldeira's early top executive jobs was with restaurant franchisor Dunkin' Brands, where he was EVP of global communications and chief public affairs officer. He then became CEO of the International Franchise Association in 2010. Shortly after joining the Consumer Specialty Products Association as CEO in January 2017, Caldeira led a rebranding effort that led to its current name, the Household & Commercial Products Association.

John Graham's legacy: Caldeira will receive the 2022 Boy Scouts of America National Capital Area Council John H. Graham IV Association Executive Award next month. "John was an effective and iconic CEO who built ASAE into a powerhouse, but more importantly, he was a mentor and friend to me, and to many of us in the association community. We all miss him very much and his great legacy lives on."

For the birds: Caldeira and his wife, Jane, live in leafy Potomac, Md., where he loves to identify birds attracted to the seed and suet they set out in their yard. "If I can't identify a bird, I look it up. It's very educational and relaxing at the same time."