Women leaders in meetings is a new series celebrating outstanding female leaders who are not only excelling in the meetings and events industry, but championing inclusion and diversity at the highest levels. Each month, we spotlight women who are breaking barriers, helping others rise, and leaving a lasting legacy of empowerment. These leaders are redefining success by cultivating a more inclusive industry and paving the way for future generations. Join us as we salute the achievements and impact of these inspiring women who have made a difference in the meetings and events world.
Janet Dell is the new CEO of Freeman, a global events leader with approximately 5,000 full-time employees and many more contractors. Dale joins a small group of female leaders holding senior positions in the events industry. Although Carrie Freeman Parsons has served as board president for many years, this is the first time in Freeman’s 96-year history that a woman has led it.
Since joining Freeman in March 2018, Dell has held a variety of positions. Emerging from the pandemic, she rehired 95% of furloughed employees and strengthened her team with more than 3,000 new hires. It also posted record revenue growth.
What qualities do you think make a good leader?
You have to be someone people want to follow. It starts with trust. You earn trust by listening and responding. It’s a balance of empathy and decisive action. You want to make sure your team members feel heard and see you moving the business forward with clear strategic decisions.
How would you define your leadership style?
I am a people-oriented leader. I’m also a sports fan, so I might consider the coaching aspect. How can I get my employees to do their best? At Freeman, our people are our greatest asset and their input is critical at every level. We strive to be transparent about how decisions are made so that people feel empowered to contribute, take responsibility and tackle challenges as part of a team.
I’m a huge fan of Dawn Staley. “The biggest challenge is getting them to believe in what we’re doing,” she said. That’s where leadership comes in.
What skills have you developed that have helped you grow into the leader you are today?
I’m still working on it. But the three leadership skills I really focus on are emotional intelligence, active listening, and adaptability. They are interdependent.
Emotional IQ helps me better understand and connect with my team. They need to feel safe about bringing me news that I may not want to hear. They need to feel safe exploring new solutions that involve some risk. Responding to their needs and ideas requires active listening. Flexible thinking is also required. Adaptability is critical, especially when dealing with generational differences and industry changes. All three are needed.
As a leader, what challenges keep you up at night?
For the first time in Freeman’s history, we have five generations working side by side. This is great because these different perspectives make us stronger and more capable of anticipating our customers’ needs and perspectives. But ensuring effective communication is an ongoing challenge because we know our people listen through different filters and see the world through unique lenses. We need to intentionally weigh and leverage these different perspectives so that everyone feels heard, empowered and eager to collaborate.
Another thing that comes to mind is the best way to balance ongoing digital transformation with operational stability. Clearly, stagnation is not an option. But we must reconcile the impact of evolving technologies, such as generative artificial intelligence, while managing how they are deployed across multiple generations of the workforce. This means we leverage our core strength – our people – and lean into our core values, particularly innovation, a learning mindset and empathy.
Which female leaders inspire you the most?
The most influential female leader in my life is my mom. As a former English teacher who chose to stay home and raise her family, she approaches parenting with the same intensity and passion as an executive. She holds us accountable for our choices while encouraging personal and spiritual growth. Her generosity, forgiveness, and unwavering support have been instrumental in shaping my leadership style and helping me achieve my goals as an executive, mother, wife, and friend.
How has mentoring helped you become the leader you are today?
Mentoring has been invaluable to my personal and professional development. This is how I learned to see beyond my blind spots. One important experience in particular stands out. I had a manager, Don Bailey, who gave me honest, constructive feedback after my first public speaking engagement. Despite my anxiety, he not only provided comfort but also help. He helped me chart a path to improvement and pushed me beyond my comfort zone time and time again! This taught me the importance of open communication, trust, and providing actionable feedback. Therefore, I strive to be the kind of leader who both challenges and encourages team members to grow in their careers. Again, it depends on the coach.
Can you share advice for aspiring female leaders at conferences?
First, speak with confidence. Your opinion matters, so don’t hesitate to share your thoughts. Even in difficult conversations — and especially in difficult conversations — diverse perspectives make us stronger as a company and an industry.
Second, be prepared and do your homework. Knowledge—understanding the elements of a successful event—builds confidence, earns respect, and allows you to adapt when plans change. Everyone in the events industry knows that when the unexpected happens, we have to adapt. We must always have the ability to think quickly.
Finally, stay authentic and be an advocate for yourself and others. Authenticity builds trust and strengthens your leadership. Whether it’s taking charge of your own successes (and failures) or supporting your colleagues, your voice can inspire and create lasting change.
