EXECUTIVE SNAPSHOT: Jaimesen Mapes, marketing director, Town Square

Jaimesen Mapes joined Town Square as a marketing coordinator in August 2007, just months before the shopping, dining and entertainment destination, formerly the Vacation Village Hotel &Casino, opened on Las Vegas Boulevard.

Nearly three years later, Mapes was promoted to marketing manager and in mid-2011 he moved up the ranks again, becoming marketing director.

According to Mapes, his main goal is to drive traffic to Town Square and he uses a mix of advertising, promotions, special events and public relations to accomplish that objective.

Mapes’ marketing career began in the athletics department of his alma mater — the University of Nevada, Las Vegas — where he worked as the director of marketing and advertising, a marketing assistant, marketing manager and assistant marketing director.

What propelled you to want to enter the marketing field?

I was always intrigued by advertising design and the creative process, but it wasn’t until I took a marketing class in high school that I realized advertising was just one piece of the puzzle. I really enjoyed the strategy behind developing campaigns and that’s what got me hooked on marketing.

What did you do as director of marketing and advertising for UNLV Athletics Department?

My primary responsibilities were to develop and manage the marketing budget, create the marketing plans, place advertising and manage the in-game entertainment for each game. Many people don’t realize that there’s a game “script” for each game. Everything that takes place pre- and post-game, during timeouts, between innings or at halftime is carefully choreographed down to the second. You can’t control the final score, but the goal is to provide the best possible experience for the fans while they’re at the game.

What was the biggest thing you learned while working at UNLV that you still apply to your professional life now?

Probably the greatest lesson I learned was how to work effectively under pressure. In sports marketing, you are constantly working against the clock, and there are a lot of variables. Having a game plan in place is essential to being successful. In other words I learned to plan for the best, but be prepared for the worst.

How has Town Square changed since you joined the team in 2007?

Well, there have been a lot of changes. We opened Town Square on Nov. 14, 2007, with 38 stores and within nine months we opened another 60 stores. While we were going through tremendous growth and development, the economy started going the opposite direction. Let’s just say it was probably not the ideal time to open 1.1 million square feet of shopping, dining, entertainment and office space. Thankfully, we weathered the storm and I think it actually made us better a property in the long run.

How has the marketing field changed since you graduated college?

I think the biggest change has taken place within the digital landscape. Social media has changed the way consumers and businesses interact and the variety of digital platforms has dramatically changed the way consumers receive and view content. With that comes the ability to receive instantaneous feedback from your customers. That’s a game changer when it comes to how you market your business.

Where do you see the marketing field in the future?

I think it’s all about data and how it will be used to create a better experience for customers. There’s a tremendous amount of competition out there when it comes to delivering your message. I think the most successful marketing professionals will be those who listen to their customers and adapt their messaging based upon that feedback.