DistiNCtly Fayetteville is pleased to announce the expansion of its team with the addition of three new hires. Sierra Baxter as sports development manager, Diana Potts as director of administration and human resources and Pernell Edwards as sports sales manager. This strategic move aims to enhance the organization's mission to promote Cumberland County as a distinct destination for tourism and events.

As the sports development manager for Fayetteville’s Sports Commission, Sierra brings a comprehensive background in sports management and community engagement. She joins DistiNCtly Fayetteville from Coastal Carolina University, where she held several pivotal roles within the athletic department. Most recently, she served as the cheerleading coach and associate athletic director for student-athlete enhancement, where she was responsible for programming, development and organization for the Student Athletic Advisory Committee. 

As the Director of Administration and Human Resources, Diana will oversee DistiNCtly Fayetteville's administration operations and human resources functions to ensure efficiency and compliance across the organization. She most recently served as the Chief Operations Manager at Fortuna BMC. Her dedication to service is highlighted by her role as a North Carolina delegate to the Small Business Advisory Board for the White House and as an advisor during significant environmental crises. Diana's achievements include the Congressional Medal of Distinction and recognition as one of North Carolina's Top 50 Women Leaders.

Before joining DistiNCtly Fayetteville, Pernell served as the Sports Director for RDU Sports, successfully leading the organization's sports leagues and marketing initiatives to increase participation in recreational activities within the community. As an experienced recreational sports professional, Pernell is well-versed in project management, community outreach programs and planning large-scale events. 

"We are thrilled to welcome Sierra, Diana and Pernell to the DistiNCtly Fayetteville team and look forward to the fresh perspectives and experiences they bring to the organization," said Devin Heath, CEO of DistiNCtly Fayetteville, in a press release. "Expanding our team with such talented individuals reflects our commitment to growth and will help us achieve our mission to strengthen Fayetteville as a premier destination for tourism and events."

For more information about DistiNCtly Fayetteville visit www.distinctlyfayettevillenc.com.