Advisory Boards

Complementing the work of HSMAI’s chapters, HSMAI’s advisory boards connect members with common interests across geographic boundaries in the Americas region. Each advisory board guides HSMAI’s strategic direction as it relates to their dedicated subject matter, resulting in face-to-face and virtual education, special resources, insights, and more that are specific to their particular area of expertise.

Sales Advisory Board | Marketing Advisory Board | Revenue Optimization Advisory Board | Global Distribution Advisory Board

If you are interested in joining one of these advisory boards or councils, watch for the call for applications that is released to all HSMAI members in August of each year. All HSMAI members, with the exception of student members, are eligible to serve.

Contact information for advisory board members is available through the HSMAI membership directory (members only). Get started at “My HSMAI” above.


The Sales Advisory Board is demonstrating the value and relevance of the sales function by focusing on its four key priorities, and advocates that all sales leaders make these priorities their own:

  1. Reduce industry wide cost of sales/customer acquisition to improve profitability, and fight commoditization of hospitality services in the purchaser’s mind so that hoteliers are not just selling on price.
  2. Promote innovative recruiting and talent development practices, including career-pathing and leadership development for hospitality salespeople.
  3. Enhance sales force business acumen in order to increase productivity and improve the buying-selling process; improve sales forecasting and pipeline management methodologies; and, encourage the use of technologies that assist these efforts.
  4. Develop efficient sales practices for hotels, including aligning sales with operations, revenue management, and ecommerce, while reducing costs. This includes implementing effective performance measures (e.g., conversion, speed, filling need periods, profitability, etc.) and simplified reward systems that keep salespeople focused on the goals of the overall enterprise.

Members include (as of 1/1/2024):

  • CHAIR: Gissell Moronta, CMP, Senior Vice President, Sales and Marketing, Atrium Hospitality
  • Bob Anderson, President, Star Performance, Inc.
  • Allyson Antin, Lecturer, Boston University
  • Ilena Basore, CHDM, Director of Strategy, Tambourine
  • Mercedes Blanco, CMP, Chief Partnerships Officer, The Hotels Network
  • John Brosnan, Vice President – Sales, First Hospitality
  • Katie Davin, CHSE, Associate Professor, Johnson & Wales University-Providence
  • Christopher Finelli, Vice President,  Sales & Marketing, Hyatt
  • Mike Francis, Business Consulting Manager – Travel & Hospitality, ZS
  • Emily Friel, Director of Sales, Amadeus Hospitality
  • Jamie Gagnon, Executive Director of Sales, Bellagio
  • Katy Gettinger, Vice President, Sales, Preferred Travel Group
  • Chris Hardy, CRME, Vice President, Commercial Strategy, Parks Hospitality Group
  • Alice Harrington-Caravello, VP, US Account Sales, Marriott International
  • Amy Infante, CEO & Visionary, GitGo
  • Lori Kiel, CHDM, Chief Commercial Officer, Kessler Collection
  • Eric Kreins, Asst. Managing Director of Sales, Hilton Worldwide Sales
  • Yola Marshall, Vice President America Sales, IHG Hotels & Resorts
  • Aaron Mayo, VP-Group Sales, Loews Hotels & Co.
  • Kyle McEachran, Sales Development, Travel, GOOGLE
  • Sofya McIntosh, VP, Sales and Enterprise Solutions, Kalibri Labs
  • Lefty Novotny, CHSE, President, Master Connection Associates
  • Marina Olson, Director, Global Sales, Wyndham Hotels & Resorts
  • Ben Premack, Commercial Director, Grand Wailea, a Waldorf Astoria Resort
  • Travis Rank, Senior Director, Worldwide Sales, BWH Hotels
  • Christopher Riccardi, CHDM, SVP, Global Sales Strategy, KSL Resorts
  • Craig Shoffit, Area Manager, East, IDeaS Revenue Solutions
  • Kim Snow, CRME, CHDM, VP Commercial Strategy, Aimbridge Hospitality
  • Ken Tutt, Executive Director, Hotel Sales & Marketing, Accor
  • Kristi White, Vice President, Data, Reporting, and Analytics, Groups360
  • Paula Zeller, Divisional Vice President of Sales & Marketing, Remington Hotels


The Marketing Advisory Board monitors the landscape of hotel marketing and identifies ways that HSMAI can better serve the discipline, redefine the value the organization provides in this area, and inspire modern marketers in today’s world.

Members include (as of 1/1/2024):

  • CHAIR: John Jimenez, CHDM, VP of E-commerce, Noble Investment Group
  • Douglas Abbott, VP of Commercial Strategy, GitGo Group
  • Laura Allen, CHDM, Regional Director of Digital Marketing, LBA Hospitality
  • Rachel Benes, Group Account Strategist, Tambourine
  • Mauri Berry, CHDM, Vice President of Marketing & Digital Strategy, Remington Hospitality
  • Sean Brevick, Vice President, Global Field Marketing, IHG Hotels & Resorts
  • Craig Carbonniere, CHDM, Senior Director of Sales, Milestone Inc.
  • Denise Chapman, CHDM, Director of Marketing, Hotel Del Coronado
  • Cristina DiStefano, CHDM, Director of Enterprise Marketing, Oneida Nations Enterprises/Turning Stone Resort
  • Britt Estes, CHDM, Senior Director, Digital Marketing, Sage Hotel Management
  • Yvett Evans, Senior Client Partner, Meta
  • Dan Fernandez, VP of Digital Marketing, Concord Hospitality
  • Isaac Gerstenzang, CHDM, CRME, Vice President Digital Marketing & CRM, Atlantis Paradise Bahamas
  • Ben Golson, VP Digital Marketing & eCommerce, McKibbon Hospitality
  • Steven Gottlieb, Executive Vice President, Commercial, Graduate Hotels
  • Betsy Haubert, Director, Customer Engagement, Marriott International
  • Sarah Heatherly, CHDM, Corporate Director of Digital Marketing & Communications, InterMountain Management
  • Theodore Holloway, CHDM, Senior Director Loyalty, Customer Engagement, BWH Hotels
  • Nancy Johns, CHDM, SVP of Integrated Marketing + Digital Solutions, Crescent Hotels & Resorts
  • Meghan Joseph, Travel Industry Manager, Amazon Ads
  • Tina Markowitz, VP Digital Marketing Media & Analytics, Cendyn
  • Jeremy Murray, CHDM, Senior Corporate Director of Ecommerce, HHM Hotels
  • Rory Peska, VP Ecommerce, Aimbridge Hospitality
  • Taryn Proctor, Account Executive, Sales Travel, GOOGLE
  • Kaitlin Pulvino, CHDM, Corporate Director Brand Marketing, Kessler Collection
  • Dave Rhein, CHDM, Director of Marketing and Branding, CoralTree Hospitality
  • Sine Scott, CHBA, CHDM, Executive Director,  e-Commerce and Digital – North and Central America, Fairmont Hotels
  • Ed Skapinok, Chief Commercial Officer, Appellation
  • Stephanie Smith, CHDM, CEO & Digital Matriarch, Cogwheel Marketing
  • Joe Spirito, Vice President, Demand Generation Advisors, Amadeus
  • Bob Thiraphoj, Corporate Director of E-Commerce and interim Head of Business Travel Sales, Atrium Hospitality
  • Juliette Tiriolo, Senior Director, Digital Acquisition, Choice Hotels
  • Nima Vaez-Zadeh, CRME, Director of Key Accounts, Hopper
  • TJ Walz, VP, Data Strategy & Performance Analytics, MMGY
  • Monty White, CHSC, CHDM, Senior Director of Marketing Communications, Visit Irving
  • Rebecca Zook, CHDM, Corporate Director of Marketing, Oxford Collection


The Revenue Optimization Advisory Board is advancing the revenue optimization discipline by providing leading education, a best practices exchange, thought leadership and networking for revenue professionals, other sales and marketing professionals, and senior management in the hospitality industry.

Members include (as of 1/1/2024):

  • CO-CHAIR: Nicole Young, CRME, Sr. Corporate Director, Commercial & Revenue, Rosewood Hotel Group
  • CO-CHAIR: Christian Boerger, CRME, CHDM, CHBA, Principal Industry Consultant, Travel & Hospitality, IDeaS Revenue Solutions
  • Dr. Chris K. Anderson, Profession, Operations and Analytics, Cornell University
  • Jeff Borman, VP Revenue Optimization, Ashford
  • Dana Cariss, CHDM, VP,  Revenue Strategy + Distribution, CoralTree Hospitality
  • Libbi Carlson, CRME, Vice President of Revenue Strategy, Remington Hotels
  • Karen Codilla, CRME, CHDM, Corporate Director of Commercial Strategy, Prince Resorts
  • Heidi Cosio, SVP, Revenue Strategy, Aimbridge Hospitality
  • Vincent Cuneo, CRME, CHDM, Vice President of Revenue Strategy, AutoCamp Hospitality Group
  • Scott Dahl, SVP Sales, Marketing & Revenue Management, Wurzak Hotel Group
  • Bill Daviau, VP & Head of Business Intelligence, Lighthouse
  • Nick Doble, Area Manager, USA Inc.
  • Anja Fiedler, CRME, CHBA, Executive Director, Revenue Management Integration, Fairmont Hotels and Resorts
  • Yvonne Gu McDowell, CRME, CHDM, CHBA, Director, Revenue Strategy, MACNAUGHTON
  • Matthew Guglielmetti, Associate Principal, Travel & Hospitality, ZS
  • Renee Haddad, CRME, Director, Hotel Revenue Optimization, Preferred Travel Group
  • Jennifer Hill, CRME, CHDM, VP, Commercial Strategy, Kalibri Labs
  • Marie-Claire Louillet, DBA, PHD, Professor, ITHQ
  • Tess McGoldrick, Vice President, Travel & Hospitality, Revenue Analytics
  • Jeff Michael, CRME, CHDM, SVP Commercial Strategy, Pacifica Hotels
  • Monika Morrobel, CRME, CHDM, Senior Corporate Director of Commercial Strategy, Kessler Collection
  • Scott Muety, CRME, Vice President, Revenue Management, Viceroy Hotel Group
  • Darryl Neser, VP, Franchise Revenue Management Services, Wyndham Hotel Group
  • Dr. Breffni Noone, Professor, Penn State University
  • Stephanie Ochs, Vice President, Revenue Management | Franchise US, IHG
  • Sharon Paine, In transition,
  • Dan Reeder, Director of Revenue Management, Hilton
  • Steven M. Rubin, VP of Revenue, Schulte Hospitality
  • Matt  Schalk, VP Revenue Management, Hyatt Hotels Corporation
  • Jennifer Schneider, CRME, Senior Director Revenue Management, Upscale, Choice Hotels
  • Debbie Sparks, Senior Director, Global Revenue Management Field Support, Marriott International
  • Parul Suri, VP- Head of Revenue, Placemakr
  • Michael Toon, Sr. Director | Revenue Management, BWH Hotels
  • Debra Wolman, Group Vice President, Americas, Duetto
  • Jeff Young, CRME, CHDM, Vice President, Revenue Management, Marc & Rose Hospitality


HSMAI’s Global Distribution Advisory Board monitors the landscape of hotel distribution and identifies ways that HSMAI can better serve the discipline.

Members include (as of 1/1/2024):

  • CHAIR: Sarah Fults, Vice President, Distribution, MGM Resorts International
  • Sam Al Asmar, VP Revenue, Rotana Hotel Management Corporation PJSC
  • Brij Bhushan Chachra, Vice President – Revenue Management & Distribution, The Indian Hotels Co. Ltd.
  • Daniel Conti, Sr. Director Distribution Strategy, Hilton
  • Andrea Daniels, Director, AMER Distribution & Intermediary Strategy, IHG
  • Greg Duff, Principal and Chair of Hospitality, Travel and Tourism Practice, Foster Garvey PC
  • Paolo Federico, Senior Vice President, Revenue Management & Distribution, Jumeirah Group
  • Sydney Goodwin, Director of Automated Distribution, Omni Hotels and Resorts
  • David Henry, SVP Distribution Business & Product Management-Digital, Accor
  • Michael Hucho, Owner & Founder, Management Consultant
  • Nathan Kellar, Senior Director Distribution US/CAN + Global Wholesale, Marriott International
  • Lauri Mussa, Corporate Director of Reservations & Distribution, Rosewood Hotels & Resorts
  • Vikram Pradhan, Senior Vice President, Wyndham Hotels & Resorts
  • Dave Roberts, Professor, Cornell University
  • Sandra Sari, Sr. Director, Distribution Product & Systems, Four Seasons