Le Méridien Fort Worth Downtown recently appointed Dawn Freeman as the new Director of Sales. Freeman, who brings an impressive background in sales and marketing, is expected to significantly enhance the hotel’s sales operations and broaden its market outreach. With a robust experience spanning over ten years in promoting revenue growth and building strong client relationships, her expertise is seen as pivotal to the strategic enhancement of the hotel’s sales efforts.
Previously, Freeman held the position of Director of Sales & Marketing at SMI Hotel Group from October 2019 to August 2023, for nearly four years, in the Dallas/Fort Worth Area. During her tenure there, she was instrumental in overseeing the development and implementation of strategic departmental initiatives. Additionally, she played a critical role in implementing the brand’s service strategy and various brand initiatives. Freeman’s strategies were aimed at increasing the hotel’s revenue per available room (REVPAR) and securing a larger market share compared to competitors. She was also responsible for designing and implementing promotional strategies to attract new group and business travel accounts while encouraging repeat business. Her approach to soliciting and analyzing RFPs was geared towards ensuring that the hotel not only met but exceeded the revenue and profit expectations of management and owners. Freeman adeptly applied revenue management techniques to shift the base fare rate, adapting the business focus from business to leisure clients to maintain competitive market share.
Before her role at SMI Hotel Group, Freeman was the Director of Catering & Convention Services at Westin Dallas Park Central Hotel from January 2017 to October 2019, also in the Dallas/Fort Worth Area. There, she managed an annual budget for banquets and catering that exceeded $6 million. Under her management, the hotel saw continuous year-over-year growth in banquet and catering services for two consecutive years. Freeman was pivotal in developing menus, procedures, and processes that aided her team in meeting their budgetary goals. Her tenure included managing the transition of Marriott systems alongside the Executive Team and implementing sales upsell strategies for an extensive 45,000 square feet of meeting space. Her initiatives led to a 30% increase in catering revenue year-over-year, which included room rental and revenue from ethnic weddings.
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