The tragic events of September 11, 2001 was a life changing moment for Americans and for Joella Dunn-Bernstein things were no different. As a 12-year-old living in New Jersey, Dunn-Bernstein witnessed first-hand the impact on her community and that experience informed the direction her life would take.

“I saw a lot of people suffering and I wanted to prevent that from happening again,” she recalls.

With that goal in mind, Dunn-Bernstein completed a Master’s Degree in Counterterrorism and Homeland Security from Reichman University. Many of her professors encouraged Dunn-Bernstein to pursue a career in government, however despite the strong advice, she preferred more flexibility and different career dynamics.

When she was first introduced to the world of corporate security — by her now-husband — Dunn-Bernstein knew it was the right fit.

“There are so many interesting things to do in that sphere,” she says.

Growing Career

Dunn-Bernstein officially started her security career as a watch officer in The World Bank's Global Security Operations Center (GSOC), where she became fascinated in the emergency management and intelligence portions of the job. From there, she moved from D.C. to Los Angeles after accepting a position as an intelligence analyst doing contract work for Fortune 50 companies. In 2019, Dunn-Bernstein joined The Jewish Federation of Los Angeles as an Intelligence Analyst and then the Head of Intelligence. There she had the opportunity to not only develop and hone her intelligence skills, but also learn about the physical security side of things that empower communities to keep themselves safe.

During her time with The Jewish Federation of Los Angeles, Dunn-Bernstein was tasked to help protect and prepare the LA Jewish community through intelligence gathering, security training and coordination with law enforcement. She led active shooter, situational awareness, and digital footprint training.

“An important aspect of the job was empowering the community to really understand the threats that might be presented to them,” Dunn-Bernstein said.

In 2024 Dunn-Berstein joined JetZero — an aerospace startup based in Long Beach, California — as the Head of Security. There she blends her experience in the intelligence, executive protection, and corporate security functions with real-world experience on a global scale.

“With The Jewish Federation, there are some very real threats in the physical space, and at JetZero industrial espionage is the primary concern here. But in either case, you’re taking the necessary steps to protect the incredible things and people.”

The Secret to Success

When thinking back on her success in the security industry, Dunn-Bernstein gives credit to knowing what she wanted and going for it.

“I’ve always told people what I wanted. I couldn't expect someone to read my mind,” she says. “For instance, I loved being an analyst, especially at the Jewish Federation, but I expressed to a director that I wanted to learn more about the rest of the security world. I didn't want to be pigeonholed my entire career. I loved it, but I knew that I wanted more, and I asked for more opportunities.”

She recalls that director making a conscious effort to push her out of her comfort zone and pull her into meetings, projects, training and different events that she may not have been a part of otherwise.

Another key part of a successful security career, Dunn-Bernstein continues, is knowing what you don’t know and when to ask for help.

“I'm really fortunate to have mentors and friends in different parts of the security industry who have decades of experience,” she says. “If I can't find an effective and creative solution to a problem, I have a very small handful of trusted people who have likely encountered a similar issue and we help each other figure things out.”

Dunn-Bernstein says she likes the information and intelligence gathering and analysis portion of Security, citing the innovation of the private sector.

“Law enforcement agencies don't carry that burden alone,” she says. “I find that the intel in the private sector is much more nimble and able to pivot to address the immediate concerns that we have, whereas my friends or acquaintances in the government sector have a harder time.”

Encouraging Empowerment

The security field is ever-evolving with each day bringing new challenges. It is that constant progression that keeps many security leaders in the profession. In addition to rising to new and interesting challenges, Dunn-Bernstein embraces the opportunity to encourage empowerment in individuals and communities.

“People will always be the weakest link, so strengthening folks through education and awareness to help them understand that security is a shared responsibility is important,” she says. “You get better results and information from a population that is educated about security and risk.”

When she first got into the security field, Dunn-Bernstein says she thought a lot of things in the industry were black and white.

“As I grew in my career, I have learned that there's so much more nuance to those things, and engaging with groups of people who aren't traditionally enmeshed in security and finding approachable ways for them to empower themselves and keep themselves safe was something that really helped to shape the way that I look at things, the way that I understand where someone is coming from,” she says. “That’s something that really resonated with me, and something I take to heart.”