CHICAGO — This Women’s History Month, Trade Show Executive (TSE) is spotlighting some of the industry’s brightest minds to shed some light on their roles and accomplishments, as well as get their insights on gender equality in the trade show industry. Today, TSE is talking with Monique Ruff-Bell, Chief Program and Strategy Officer at TED, and a Board Member of the Events Venture Group. Ruff-Bell is an established events industry professional, with experience that includes Vice President of Events at Ascential and Senior Brand Leader for Money20/20 USA, and now she leads TED’s events portfolio which is known for its community-building, inspirational content and innovative spirit.
Monique Ruff-Bell shares the changes she’s seen in the industry over time, the importance of pay transparency and what skills women have that have driven major transformations in this industry.
MADDY: How has the industry progressed in terms of gender equality over the course of your career?
MONIQUE: Over the past two decades, I’ve witnessed significant transformation in the events industry. When I started, it was common to see only one woman in strategic planning meetings or leadership meetings. Today, women are increasingly visible in leadership roles, but there is still more work to do in this area. Women are still primarily in execution roles, and many are still not being seen as strategic leaders and innovators. Many of the event programs they are leading are important revenue drivers for the organizations they work at. It’s important for more of us to learn how to articulate and showcase this value and our roles in a more impactful way by learning the language of the C-suite and use it whenever we explain what we do and how we have accomplished key goals.
MADDY: Where do we still need to improve?
MONIQUE: We need to focus on equal pay transparency, particularly at senior levels. Additionally, we must improve representation in technical production roles and C-suite positions where women remain underrepresented. There’s also room for growth in creating more flexible work arrangements that support work-life integration, benefiting both women and men in our industry. Finally, we need more formalized mentorship programs to help develop the next generation of female leaders.
MADDY: What are some misconceptions about women in this industry or in leadership that you’d like to dispel?
MONIQUE: A persistent misconception is that women excel only in the ‘soft skills’ of event management. In reality, women in our industry are driving technological innovation, leading complex global operations, and developing groundbreaking business strategies. And another persistent myth is that women are too ‘risk-averse’ to drive major innovation in the events industry. The reality is that women leaders have been behind some of the most transformative shifts in our field — from pioneering hybrid event models during the pandemic to championing sustainability initiatives that have reshaped how we approach large-scale productions. This misconception often stems from confusing careful strategic thinking with hesitancy. Many of us are shape shifters and magicians. We will figure out how to not only make it work, but make it successful.
Related. Powerful Women Series: Martha Donato
MADDY: What would be your advice to other women professionals in this industry?
MONIQUE: Build your network and your career path intentionally. Don’t wait to be ‘ready’ for opportunities; take them when they arise and grow into them. Develop expertise in emerging areas like data analytics and sustainability — these areas are truly reshaping our industry. Most importantly, find your authentic leadership style rather than trying to fit traditional leadership molds. The industry definitely needs diverse perspectives and approaches.
MADDY: In honor of Women’s History Month, are there any women in your life, professionally or personally, that you’d like to give a shout out to?
MONIQUE: My mother was my greatest influence and champion. She instilled in me an unshakeable work ethic and a fearless spirit that defines who I am today. While she’s no longer with us, her legacy lives on in every challenge I face and overcome. She taught me that resilience isn’t just about surviving — it’s about thriving in the face of adversity.
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