Axton Hotel Appoints Sherrilyn Cavanaugh as Director of Sales & Marketing

January 10, 2023

BIRMINGHAM, Mich. – Daxton Hotel, a modern luxury hotel located in Birmingham, Michigan, announces the appointment of Sherrilyn Cavanaugh as Director of Sales and Marketing. With over 20 years of hospitality experience, Cavanaugh will oversee the hotel’s revenue management strategy, including brand partnerships, media campaigns, sales programs, and more. Working in tandem with the food and beverage teams, front office teams, and housekeeping teams, Cavanaugh will lead the robust sales team to build upon Daxton’s strong reputation.

“We are thrilled to welcome Sherrilyn as an invaluable addition to the Daxton team,” said Raj Radke, Managing Director. “Her expertise and results-driven approach will undoubtedly help us to further strengthen our positioning, introduce profitability opportunities, and continue to produce unforgettable experiences for both locals and global travelers.”

Cavanaugh most recently served as Area Director of Sales and Marketing at Fort Pontchartrain Detroit, A Wyndham Hotel, where she was responsible for all sales functions, revenue management, e-commerce, and marketing strategies. She conducted intensive data analysis and performance management internally to ensure the achievement of campaign milestones, as well as developed and monitored brand standards across multiple channels to ensure consistency. During her time at Fort Pontchartrain Detroit, she also served as Brand Transition Director, where she managed and developed all procedures, setup, and development of the property as it transitioned from IHG/Crowne Plaza Detroit. This included all revenue management setup within the connected systems, strategies, and development of third-party channels, as well as all brand redevelopment of collateral, programs, and promotions. Prior to these positions, Sherrilyn served as Director of Sales and Marketing at Ann Arbor Marriott at Eagle Crest Golf Resort in Ann Arbor, Michigan, and White Lodging Services for Marriott, Courtyard, and Residence Inn in Auburn Hills, Michigan.

Cavanaugh was previously awarded Director of Sales and Marketing of the Year by Interstate Hotels & Resorts in 2011, Sales Team of the Year by Interstate Hotels & Resorts in 2011, and Catering Sales Team of the Year by Interstate Hotels & Resorts in 2011. She also served as a Board Member of the Ypsilanti Convention and Visitors Bureau and a member of the Interstate Council of 12. In her downtime, she enjoys spending time with her family playing tennis, and running. Originally from Detroit, Sherrilyn attended Wayne State University where she studied Political Science. She currently resides in Bloomfield Hills, Michigan.

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