DallasMeetup Spotlight: Alexie Estrada
DallasMeetup Executive Organizer Alexie Estrada
DallasMeetup: Who are you and what is your day job?
Alexie: I’m Alexie Estrada, Area Director of Marketing for the hospitality division of Stockyards Heritage Development Co., where I lead marketing strategy and performance across a portfolio of hotels and restaurants — including the award-winning, globally acclaimed Hotel Drover in the Fort Worth Stockyards. My work centers on building experience-driven, larger-than-life brands, where strong storytelling and measurable performance go hand in hand, while also influencing team culture behind the scenes. Recently, my team was named Property Marketing Team of the Year among hundreds of Marriott properties worldwide, spanning brands from The Ritz-Carlton to EDITION Hotels.
Outside of my day-to-day, and in addition to serving as an Executive Organizer for DallasMeetup, I have a lifelong passion for horses. I grew up showing American Paint Horses, rode on scholarship for TCU’s Equestrian Team, and continue to compete today. In 2024, I made a comeback at the APHA World Championship Show, earning the All-Around High Point title, and last summer I won my ninth world championship.
Why did you join DallasMeetup’s Executive Organizing team?
I joined the Executive Organizing team at DallasMeetup because I’m intentional about the rooms I’m in and this is one that brings together a dynamic group of leaders who are building, growing, and committed to pushing their craft to the next level. There’s a strong community-driven and entrepreneurial mindset, which naturally elevates you both personally and professionally. It’s been incredible to be surrounded by fellow Executive Organizers who are high-performing and generous with their time, perspective, and support. There’s a genuine investment in one another and it proves that the magic of DallasMeetup starts from behind the scenes.
In general, DallasMeetup is setting a new standard. From the forward-thinking experiences to the content, there’s a clear high standard of quality, intention, and ambition. Being part of something bigger than myself — something that’s valuable and even life-changing for others — is fulfilling, exciting, and rewarding.
For someone attending DallasMeetup for the first time, how should they show up to get the most value?
Show up authentic, open, curious, and intentional. Review our Featured Networker bios in advance and come in with a clear sense of who you’d like to meet. You can take it a step further by exploring what they’ve been working on recently so you can jump right into thoughtful, engaging conversation. Preparation pays off. You can also get familiar with the Executive Organizing team through DallasMeetup’s tagged posts leading up to the experience and easily identify us by our name badges at the experience.
Approach every interaction with a sense of hospitality. Be present, ask thoughtful questions, listen closely, and land on common ground. I find that the most meaningful and memorable connections are built through genuine interest and shared perspective rather than surface-level or transactional exchanges.
When it’s time to connect, make it seamless by having your LinkedIn or organization QR code ready on your phone’s lock screen.
What cohort or event has been your favorite thus far and why?
I have a few favorites. It’s tough to choose just one! The Marketing + Creative Cohort is naturally top of mind because it was my first DallasMeetup experience and it's my industry. The conversations went deep quickly around strategy, trends, performance, and recent campaigns. There was an immediate shared language that emerged, which is always energizing.
I found the HealthTech Cohort to be inspiring. It was incredible to learn about the many ways technology is being applied to amplify and accelerate the sciences. A standout for me was OverbookMD, which is solving for a frustrating pain point — and one that could truly make a major difference in a patient's journey. The platform is making it easy to see a specialist quickly instead of waiting weeks or months on end. Learning about OverbookMD among others was a strong reminder that Dallas has an outstanding brain bank that spans many industries.
The Pro Sports Cohort was another highlight. The scale was impressive and it reflected the differentiating depth of DallasMeetup. We brought together top professionals from esports to professional rodeo. That mix of perspectives created a really dynamic and engaging room. No where else can you find a networking experience curated quite like this.
What trends are you seeing right now in your industry or cohort that attendees should be paying attention to?
I've been thinking a lot lately about what it truly means to build a brand universe. The question I keep coming back to is: Does our brand curate a universe worth living in?
We're past marketing a product or a stay. We're shaping an immersive world that people choose to step into — and then go live out. The opportunity is to create something intentional and resonant in multiple ways — something that sticks well beyond checkout.
