Meet The Team
“Life is much easier for everyone when you have people around you who genuinely get it, want it, and have the capacity to do it.”
- Gino Wickman, Traction - Get A Grip On Your Business
Sharon Keefe
Sharon Keefe has spent over 20 years in the hospitality industry and began working in vacation rental management in 2005. After seven years running one of the pioneering VRM programs in the Midwest, she joined a leading PMS Software, heading the company’s account and knowledge management efforts nationwide. Her extensive time with companies across the U.S. allowed her to witness the common challenges VRMs face while pursuing the goal to surpass the guest expectations, delivering higher ROI for homeowners, all while increasing efficiencies in the day-to-day operations. In 2018, she founded VRMadvocate to bring this extensive experience in the industry to work for clients from coast to coast. Sharon helps her clients develop high-functioning teams, streamline operational processes, and incorporate industry best practices leading to dramatically improved customer experiences and explosive growth.
Sharon's extensive work history also includes managing the largest vacation rental management company in Wisconsin, Keefe Rentals, for over 7 years, turning around an unprofitable division and bringing it to profitability. Before that, she held roles in sales and purchasing in the hospitality industry, including Sales Manager at The Abbey Resort and Purchasing at Meetings & Incentives. Sharon earned her Bachelor of Science in Marketing from the University of Wisconsin-La Crosse, where she was also an active member of the American Marketing Association. She currently volunteers as a Board Member of the Lake Geneva Foundation (youth camp ministry), formerly the Race Director for the Geneva Lakes Amazing Race, an adventure race that
supports the TS Alliance and Children's World Impact charities.
Meg Park
Having worked in the vacation rental industry for over 16 years, I have experienced the ever-changing marketplace and have led teams through changes that occur from natural disasters, and industry trends. My career started on Hilton Head Island and now extends across the United States. I focus on comprehensive marketing and revenue generation, although my knowledge base is in all aspects of property management having served in leadership positions for vacation rental management companies throughout my career.
My experience in the industry and my natural passion for continuing my education has allowed me to stay on top of industry trends, and use consumer behavior to make educated decisions when it comes to the marketing of vacation rentals. Whether you are looking to secure a new guest, or recruit a new owner, strategically working together we have been able to achieve success in every single area of the complexity of vacation rental management operations. The key is creating an action plan that is achievable, while not creating a ton of extra work, and gives you a long-term success plan while servicing immediate needs in your business.
Danña Kittell
Danña Kittell is a highly accomplished Vacation Rental Strategist with a proven track record in building luxury vacation rental brands and optimizing operations. As the founder and owner of Starfish Vacation Rentals, she successfully conceptualized, scaled, and sold a luxury vacation rental brand on the Oregon Coast after 13 years in operation. Danna's expertise in marketing, dynamic pricing strategies, and guest satisfaction initiatives drove impressive direct bookings and repeat guest rates. She has a strong background in forging long-term relationships with homeowners through a partnership approach, managing full-scale PMS transitions, and maximizing profitability.
Currently, Danña applies her wealth of experience in revenue management, marketing, operations, and homeowner relations to assist teams seeking to build more robust operations, adopt technology for greater efficiency and ROI, and leverage data to drive decisions that improve client and employee satisfaction. Prior to her current role, Danña held a position as Senior Project Manager, Owner Experience (M&A) at AvantStay, where she played an integral role in M&A post-acquisition integration activities and contributed significantly to the company's strategies aimed at increasing profitability. Danña holds a BA in Economics from the University of California, Berkeley and attended Sciences Po Grenoble as well.
Rebekah Ronnigen
I've fallen in love with work ever since my career path led me straight into revenue management in the vacation rental management arena. My expertise and passion now include other areas that influence revenue management, such as channel management, and marketing efforts that can be accelerated based on revenue management strategy. My natural skill set for technology has allowed me to become an expert in utilizing the industry’s best software and tools to reach maximum revenue and occupancy.
While technology-focused, I rely on solid research, a plethora of tools, and data to drive numbers and success. As an avid learner I am always interested in what is new, innovative, and, ultimately, how to better serve our clients. I enjoy staying up to date with industry trends and using the information to drive change and make knowledgeable recommendations and/or decisions.
Applying my advertising and marketing background I enjoy working closely with sales and marketing teams to conduct targeted marketing campaigns and working toward growing a direct customer base.
Before becoming a Vacation Rental Revenue Management expert, I enjoyed working in development where I specialized in fundraising, relationship building, customer service, resource development, donor communication, and database management.
Deana Williams
Deana Williams is a seasoned professional in the field of Vacation Rental Trust Accounting, boasting over a decade of experience in financial management and accounting. With a career that spans various industries, Deana has excelled in roles that have demanded both precision and leadership.
For the past 7 years, Deana has served as the Director of Accounting at ASAP Accounting and Payroll, a leading financial services company. During her tenure at ASAP, she not only led the accounting department but also pioneered the establishment of the Vacation Rental Accounting division. Under her guidance, a team of 18 individuals was expertly trained to manage not only general accounting and bookkeeping functions but also the intricacies of trust accounting within property management software. Her expertise and commitment to excellence played a pivotal role in helping clients navigate the unique financial challenges of the vacation rental industry.
Deana Williams exemplifies dedication, expertise, and a love for adventure both in her professional and personal life. Her career trajectory and commitment to excellence continue to inspire those around her, making her a true authority in the realm of Vacation Rental Trust Accounting.