CHICAGO — In 2022, Trade Show Executive (TSE) revived its Women to Watch program after the pandemic and named 10 standout women to its ranks.
That year, Melissa Montes, Vice President of Airport Experience News (AXN) and Womenswear in Nevada (WWIN), and the DEIB Business Lead at Clarion Events North America, was named a Woman to Watch for her excellence in trade show management and leadership qualities.
TSE sat down with Melissa Montes, who recently spoke at the SISO Leadership Conference, to learn more about her career and priorities, get her insights on the synergies between live events and media, and hear her advice for young professionals.
MADDY: For some background, you were named a Woman to Watch back in 2022. Can you tell us a bit about what you were doing at that time and what initiatives led you to being nominated for the program?
MELISSA: Being named a Woman to Watch in 2022 was an incredible honor. At that time, I was leading our Airport Portfolio and serving as the business lead for DEIB, and I had been recently promoted to also take on our Fashion Portfolio. It was a pivotal moment — stepping into a broader leadership role with the opportunity to influence across two very different industries.
What made it especially meaningful was being recognized for the things I value most: putting customers at the center, delivering high-impact events, and creating inclusive spaces where everyone feels they belong. Taking on the fashion portfolio gave me the chance to carry those principles into a new industry, gain new perspective, and lead our teams to better serve the industries we support. I believe it was these insights and focus that leadership recognized in the nomination, and it is an acknowledgment I’m truly grateful for and energized to keep building on.
MADDY: As Vice President of AXN and WWIN, you get to have your hands in events and media. Where do you see the most synergy between these two mediums and what are some of the unique benefits to both?
MELISSA: As VP and Publisher at AXN, I have the honor of keeping the industry connected well beyond our annual event. Our team works hard to deliver content that is timely, engaging, and relevant, spotlighting the issues and stories that matter most to the airport concessions community.
While WWIN does not have a formal media outlet, we take the same approach through our blog, social channels, and email communications to keep meaningful conversation and engagement between our August and February editions and highlight the brands and buyers who make the show so special.
That is where the real synergy lies: Media keeps us connected and engaged year-round, while events bring that energy to life. Together they build momentum, deepen relationships and create lasting impact for our industries.
MADDY: Something I found fun when we talked was that as the VP of WWIN, you actually partnered with Las Vegas Apparel for a co-location. That show is led by another Woman to Watch, Jennifer Muna. How did knowing each other through the Women to Watch program benefit that partnership, and how have other recognition programs and different networking opportunities created business success for you?
MELISSA: Partnering with Jennifer on the co-location of Womenswear in Nevada (WWIN) and Las Vegas Apparel (LVA) was both a professional success and a personal highlight. She is one of the strongest operations leaders in the business, and working alongside her made the collaboration stronger and more rewarding. Thanks to the relationship we built through our connection in the Women to Watch program, we were able to move quickly, navigate challenges with ease, and set the colocation up for great success.
The Women to Watch program also opened the door to a broader network of leaders I continue to stay connected with. It’s inspiring to see their ongoing success and to know we’re rooting for one another. That’s one of the greatest strengths of the event industry — the relationships. Recognition programs and industry organizations don’t just celebrate talent, they foster connection, bring new perspectives forward and often create opportunities that lead directly to business results.
For professionals early in their careers, I’d encourage getting involved in these kinds of programs and events. The connections you make and the support systems you build will fuel your growth and the success of the organizations you represent.
MADDY: You’re heavily involved with the Diversity, Equity, Inclusion and Belonging initiatives at Clarion Events as the DEIB Business Partner Lead. Can you talk to us a bit about how you’re spearheading those initiatives and some of the benefits being in that role has created for you professionally?
MELISSA: Being the DEIB Business Lead at Clarion remains one of the most meaningful parts of my career. It has given me the chance to support events beyond the ones I am commercially responsible for, helping colleagues shape inclusion strategies that make their events more welcoming and impactful. It also created the opportunity for me to chair a SISO Special Interest Group focused on inclusion in events, which has been incredible.
Through that work, I have been able to collaborate with industry leaders from other companies who share the same passion for creating more diverse and inclusive experiences. The role has also tapped me for speaking opportunities in both the airport and fashion industries, where I have been able to share the unique perspective this position has provided me. Those moments, whether collaborating behind the scenes or speaking on stage, have been invaluable in strengthening our events, broadening my network and growing as a leader.
MADDY: When you think about your career in the events industry so far, what are some of your proudest moments, and what have been some of the challenges you’ve successfully navigated?
MELISSA: The moments I’m proudest of are when challenges turned into opportunities. Leading our airport portfolio through COVID was one of those defining times. Acting as a conduit for the industry when connection mattered most reinforced a lesson I’ll carry forward: In times of uncertainty, event organizers have both the opportunity and responsibility to create spaces for meaningful conversations that move industries forward.
That same mindset of seeing a challenge as a chance to build has carried into our fashion portfolio. Driving the co-location of WWIN and LVA, and now launching The Men’s Edit, has been about more than producing shows. We’ve created a fashion ecosystem centered on what we value most: an order-writing environment supported by exceptional customer service.
Watching both communities succeed, in both challenging times and times of opportunity, has been a career highlight and a powerful reminder of the role events play in shaping industries.
MADDY: If you could give early-career professionals in the industry a piece of advice, what would it be?
MELISSA: If I could give advice to early-career professionals, I’d offer two things:
First, stay endlessly curious. This industry moves at lightning speed, and our customers’ needs evolve just as quickly. Curiosity keeps you sharp and pushes you to ask better questions, seek out fresh perspectives, and lean into change instead of fearing it. The professionals who stand out are the ones who are always learning, open to feedback, and willing to adapt as the landscape shifts.
Second, step forward. Don’t wait for opportunities to come to you, step into them. Some of the most meaningful growth happens when you raise your hand to take on challenges beyond your immediate role, stretch yourself in new ways, and show your leadership that you’re invested in the bigger picture. Those moments not only expand your skills, but they can also accelerate your career in ways you might never expect.
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