Management Team
liz freyn
vice president, meeting & convention services
As Sherwood's Vice President of meeting & convention services, Liz Freyn guides a team of meeting planning and support specialists responsible for dozens of successful meetings and trade shows each year. The department manages meetings for organizations of all sizes in locations throughout the world. Liz provides fresh ideas for client programs and events to fit each organization's unique objectives and personality, from bankers to paleontologists. Liz's creativity, experience, grace under pressure and legendary energy make her a meeting planner's meeting planner - a compassionate field general with the ability to inspire staff and address the myriad details and issues that arise on site.
Liz joined The Sherwood Group in 1988 as an account executive. The firm had not yet centralized its meeting management functions, and Liz achieved her greatest success and satisfaction managing her clients' meetings. She was soon responsible for managing large conventions outsourced to the firm by organizations with independent headquarters operations. With Liz's guidance, the meetings blossomed.
In 1993 the firm's meeting operations were consolidated under Liz, and she was named director of the new department. The concentration of expertise resulted in continued innovation and improvement for Sherwood client events. The departments combined purchasing and coordinated contract negotiation provides clients with unprecedented leverage and value. Meetings produced by the department continue to break client records for participation and revenue.
Liz's successes led to her becoming a partner in the firm and its Vice President, Meeting & Convention Services, in 1996. She is a member of Sherwood's executive management team.
Prior to joining Sherwood, Liz served as Assistant Executive Director for the Automobile Dealers Association of Indiana, Inc., where she developed a successful marketing program for the association's services corporation.
Liz's roots are in Evansville, Indiana. She earned her B.S. degree in business from Indiana University. She is a member of the American Society of Association Executives, International Association of Exposition Managers and Meeting Planners International. She has served on the Board of Governors of the Indiana Society of Association Executives and as an officer of the Indiana Press Club. She is currently serves on client consulting boards for Montreal Tourism and Marriott.
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