Monique Ruff-Bell is a seasoned events industry professional, who currently serves as the Chief Program & Strategy Officer at TED and is a Board Member of the Events Venture Group. Previously, Ruff-Bell served as Vice President of Events at Ascential and Senior Brand Leader for Money20/20 USA.
Read more about her role, career path and content curation process here.
MADDY: When you have a new idea, who is your best sounding board?
MONIQUE: I have a network of people who I have a lot of trust in, who sit inside and outside of the events industry. It’s a diverse group. I think that if everyone looks like you, talks like you, thinks like you, you’re doing something wrong. You really should be building a network that is as diverse in thought as they are diverse in various experiences.
Also, I mentor about half a dozen mentees, and I learn just as much from them as they learn from me. I learn on how to be a stronger leader, a stronger manager, because they tell me about some of the issues that they face. If they’re facing it, then I know people on my team are probably facing it too. So I pay close attention on how they are navigating those challenges.
But here are some quick tips on other key learnings I want to share. Define Your Brand Early. Ask yourself what you want to be known for professionally. Identify key traits or areas of expertise you want to be recognized for and focus on showcasing them in every role you undertake.
Be Intentional About Your Career Path. Don’t just work hard; work smarter…more strategically. Ensure that your contributions align with the reputation you want to build. For example, I wanted to be recognized as a leader of strong teams, a revenue driver, and a business strategist. I made sure I stayed focused on acquiring skills that fit those three buckets.
Communicate Your Value. Be proactive in demonstrating how you contribute beyond just putting in hard work. Position yourself as a solution-oriented person who addresses challenges, not just complain about them.
Build Your Brand Through Multiple Channels. Use interviews, blogs, and podcasts to reinforce your professional identity and expertise. Being intentional about your brand-building activities will help you stand out in your industry and make it easier for people to find you for opportunities.
MADDY: Over the course of your career, what has been the most valuable lesson you’ve learned and advice you’ve been given?
MONIQUE: The most valuable lesson I’ve learned is the importance of being intentional about your career. What are the steps you need to take to get you noticed. When you join an organization, it’s important to be clear about what you want to achieve and how you want to contribute. When I see certain challenges, I lean more into those things and I am then viewed as a problem solver and solution oriented person. That is a part of my personal brand. When I joined TED, that’s exactly what I did which eventually evolved into this promotion to Chief Program & Strategy Officer.
It’s important to do 3 key things when you join an organization. Identify your goal and determine what specific skills, experiences, or connections you want to gain from your role. Next is to define your roadmap. Set clear goals for what you want to achieve within the organization. This includes the reputation you want to build and the milestones you want to hit while at the organization. Use this roadmap to guide your career development and to help you evaluate when it’s time to seek new opportunities. If the roadmap isn’t working, you may need to try it at a new place. And lastly, don’t drift. Don’t simply float through your job without a clear purpose. Being intentional about what you want to get out of and contribute to the role can accelerate your growth.
MADDY: I imagine your role is intense. How do you keep yourself from burning out and stay passionate about your work? What helps you to refuel?
MONIQUE: To avoid burnout and stay passionate about my work, I focus on having regular expectations meetings with my boss. These meetings help us clearly define what is expected of me and ensure we’re aligned on goals and responsibilities. I put these expectations in writing which provides me with a clear roadmap, and helps me stay organized and prevents confusion. One thing that’s hard for many people is the lack of clarity in their roles. How do they prioritize the 1000 things they are responsible for? They get into execution mode and sometimes they are working harder but not smarter. They’re job becomes a checklist of sorts. So getting clear on expectations and where you should focus your energy on provides a much clearer direction.
I prioritize my work based on those expectations and the goals that come with it. This approach helps me concentrate on what truly matters and it helps me to avoid distractions. I do exactly what I need to do and what my leader wants me to do. I don’t swerve into lanes that don’t serve those priorities. Having a clear focus is important, but I also remain flexible and ready to adapt when necessary without letting those adjustments disrupt my overall objectives.
I am a big advocate of self care. Maintaining a balance between work and rest is key. By understanding my priorities and managing my workload effectively, I work hard to avoid feeling overwhelmed and I make sure I bake in time to unplug and recharge. I take all of my vacation days because they matter! Overall this strategy helps keep my work engaging and manageable.
MADDY: What is one thing you wish you knew earlier about the events industry or something that shocked you about it?
MONIQUE: During COVID, we saw many people leave our industry due to burnout and the challenges of adapting to a new digital environment. I think you have to build a muscle of resilience in this industry, as I think it’s one of the top careers that can produce real burnout because it can be death by a thousand cuts. It’s important to build a muscle of being comfortable with being uncomfortable because to thrive you have to continually evolve and not let those thousand cuts become deep wounds.
Building resilience involves continually pushing yourself beyond your comfort zone. It’s about trying new things, learning from failures, and taking the right type of risks. If you have continual experience in doing this, dealing with major disruptions doesn’t scare you. When you’ve developed this resilience, big changes don’t feel as overwhelming, and you’re likely to bounce back quicker from the stress. Remember…we don’t save lives, we do events. We give people the time of their lives!
In our industry, there’s no such thing as a perfect event—there are always challenges to overcome, little fire’s going on in the background. It’s the nature of the beast. Without a resilient mindset, even small setbacks can feel like overwhelming obstacles. COVID really showed us how challenging things can get within our industry. It’s a reminder of how important it is to support each other and encourage the growth of resilience, so we can all better handle life’s unexpected challenges. What helps me is that I’ve learned to embrace the 80/20 rule—if I can get 80% of things right, that’s a win. I encourage my team to think the same way. This mindset helps us stay focused, resilient, and able to navigate the inevitable challenges that come our way.
MADDY: Reflecting on events you’ve helped produce (TED or other), what have been the most standout moments or experiences you’ve had, and what made them unforgettable to you?
MONIQUE: Reflecting on my experiences in events, there have been some truly unforgettable moments. One that stands out is when I unexpectedly found myself hosting TED Talks on stage! I was behind the scenes, and suddenly I was on stage, introducing these phenomenal speakers. Hosting TED was a surreal highlight—something I never imagined doing, but it turned out to be one of the coolest experiences of my career.
It’s funny because this happened previously at Money20/20. It seems there’s something about my personality that draws people to put me on a stage, even though my focus has always been on the behind-the-scenes work. Not only did I get to be a host or emcee, I got to interview numerous celebrities too! It’s so great and humbling to be recognized in this way, and it’s always a pleasant surprise. All of this because I work in events.
I also cherish my early days in the industry. I had the chance to work with Ringling Brothers Circus, where I got to walk the elephants and experience the magic of family entertainment up close. I even worked for Bridal Guide magazine, traveling the country sharing wedding planning tips when I was just 23—what does a 23 year old truly know about planning weddings, but I did it and did it well!
The events industry has given me incredible opportunities to travel the world, spread joy, share information that changes businesses, and create memorable experiences year after year. I’ve traveled to every continent except Antarctica, which is mind-blowing considering where I started. I’m deeply grateful for these opportunities and adventures and proud of how far I’ve come. Every moment has been a step in an amazing journey, and I’m so excited for what’s next because I’m truly not done yet!
