Q+A: MONIQUE CLEMENTS:

Marketing pro: ‘We have to adapt to the unpredictability of the ever-changing economy’

Monique Clements, Director of Marketing, stands inside the Shops at Crystals in Aria on August 11, 2016.

Monique Clements became director of marketing at The Shops at Crystals in June after four years as a marketing manager for the property, plus stints at Downtown Summerlin and Aria. The Shops is anchored by 10 flagship stores, including Louis Vuitton, Gucci, Dolce & Gabbana, tom Ford, Prada and Fendi, and Clements said the mall’s architecture, art installations and location make it a unique shopping experience.

What are some of your goals to continue to grow The Shops at Crystals?

My ultimate desire is for our property to be considered in the same class as the finest shopping destinations in the United States, including Manhattan’s Madison Avenue and Rodeo Drive in Beverly Hills.

How has your experience at Downtown Summerlin prepared you for this position?

Located in a suburban market, community engagement is integral to the center’s success. Connecting with local shoppers and partners demonstrated the value of community backing and involvement. I returned to The Shops at Crystals with a new appreciation for what local partners and guests bring to our property.

How has the hotel industry changed over the past five to 10 years?

Hotels have pivoted beyond travel accommodations to become entertainment, experience and dining destinations. This shift within the industry is beneficial for The Shops at Crystals, given our proximity to the most popular hotel and entertainment offerings on the Strip.

Describe your management style.

The one management rule I follow is that I will never ask my team to do something that I would not do myself. I value leadership through example, which fosters respect. As a manager, I thrive when I’m able to cultivate my team’s natural talents and share growth opportunities.

What’s the hardest part about marketing The Shops at Crystals?

Our business is directly affected by many tourism factors, including international travel laws, concerts and convention venue bookings, exchange rates, hotel room rates, flight patterns, and world events. We have to be able to adapt to the unpredictability of the ever-changing economy.

What is something that people might not know about you?

I love to travel. I’ve backpacked through Europe, traveled to the Philippines three times, and visited nearly 20 countries. At home, I am married to a police officer and serve on Las Vegas Metropolitan Police Department Foundation board.

What is your dream job outside of your current field?

I would love to be a food critic, though I don’t think my waistline would be too happy with that decision. Food and dining are personal passions of mine, and the opportunity to intertwine that with my career would be an absolute dream.

Whom do you admire?

I admire many people, but as a marketer, I tend to idolize great brands. Amazon is a fantastic brand given its level of service and quality, innovations, and dedication to being on the cutting edge.

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