Executive Team

in 2016, our Founder and CEO, Caryl Helsel, left a long and successful career in the hotel industry to begin Dragonfly. Fueled by a commitment to excellence, integrity, honesty, and seasoned expertise, Caryl founded Dragonfly Strategists with the goal of delivering leadership and strategic guidance.

The Dragonfly team comprises top talents in the hospitality industry, bringing together experts who excel in crafting effective strategies. These strategies are then translated into increased revenues and enhanced performance for diverse clientele globally.

Our team consists of individuals have extensive backgrounds in revenue management, distribution, guest experience, sales and marketing, information technology, and operations. We have successfully collaborated with renowned luxury hotel brands like Mandarin Oriental and SLS, as well as lifestyle boutique hotel groups such as Kimpton and Journal Hotels. Additionally, our experience extends to midscale hotels like La Quinta Hotels and independent properties such as Hotel Del Coronado.

Caryl Helsel, Founder & CEO

Caryl brings over 30 years of experience in her leadership role at Dragonfly Strategists. Previous executive roles include heading revenue management, distribution, sales & marketing, IT, guest experience and reservations for boutique and luxury hotel companies. She co-authored the original HSMAI revenue management publications that serve as the basis for the CRME industry certification. She served on the board of HEDNA for six years and as president for two. She also served on the board of HSMAI for two years and currently is a member of the Digital and Innovation Advisory Council for St. Jude Children's Research Hospital. Caryl also sits on the board of Stay Boutique and was recently awarded the inaugural TIEWN Fearless Women of the Year award. Having left NYC during Covid 2020, she now resides in Pagosa Springs, Colorado with her husband, son and dog.

R. Scott Helsel, COO

R. Scott Helsel (Scott) serves as Chief Operating Officer (COO) at Dragonfly Strategists, and brings more than 30 years of experience in various facets of project and account management, program design, training, employee development, operations management, and customer service. Scott oversees the daily operation of Dragonfly including its financials, human resources and employee development. Additionally, Scott is responsible for the oversight of Dragonfly’s comprehensive Projects & Implementations advisory practice. He is dedicated to supporting Caryl, Dragonfly’s Founder & CEO, in executing her vision and initiatives across the organization.

Prior to joining Dragonfly, Scott held progressive levels of responsibility with PricewaterhouseCoopers (PwC) and was a lead producer in its Learning & Development division for nearly 10 years. Previously, he held roles at other high-end firms where he was responsible for complex project migrations, leading teams, as well as developing and launching training curriculums.

Scott holds a B.S. degree in Biology and graduated Cum Laude from Grace College in Winona Lake, Indiana. He is currently working towards a Masters in Organizational Management. He resides in Pagosa Springs, Colorado, and New York City with his wife Caryl, their son, and their four-legged best friend, Quincy.

Alise Deeb, Chief Revenue Officer

Alise joined Dragonfly shortly after our inception to lead our revenue management services practice. With experience from Omni Hotels, Starwood Hotels and LQ Management LLC, she has developed innovative revenue management services, programs, training and operational standards increasing revenues for both franchised and owned hotels. She was invited to be part of HSMAI's Chief Revenue Officer round table and is a frequent industry speaker at events such as STR Data Conference. She sits on the board of the Hospitality Leadership Advisory Board for Missouri State University, her alma matter. An industry thought leader in revenue management and operations, Alise is well-respected throughout the industry. She resides in Dallas with her husband and two dogs.

Amanda Massicotte, VP, Marketing & Technology

Amanda brings over 10 years of expertise in marketing, commercial strategy, B2B and B2C customer acquisition, and global business integration. She has successfully developed and launched brand loyalty programs and CRMs, various hospitality technology integrations and proven leadership skills overseeing commercial and franchise operations. Amanda also has experience in data analysis, market segmentation and developing effective tactics to grow and scale.

Amanda served as President and various board level positions for the Hospitality Sales & Marketing Association International (HSMAI) Arizona Chapter and was recipient of the Top 30 Most Influential Women in Hospitality by Hotel Management.

She is a graduate from the W.A. Franke College of Business at Northern Arizona University. When Amanda is not championing the Dragonfly Strategists brand, she can be found hiking, golfing and spending time with her husband, and dog, Eli.

Anne Niemiec, VP, Sales Advisory

Anne brings strategic and financial acumen with two decades of leadership experience in sales, revenue management, and operations. She has joined the team at Dragonfly Strategists as VP, Business Development & Sales Practice Lead, serving hospitality companies with commercial strategy and advisory services. Prior to Dragonfly Strategists, she worked with Choice Hotels International, Aramark Destinations and White Lodging Services with experience leading large teams in the hospitality, event, and entertainment industries.

Anne has been actively involved in philanthropy throughout her life and is passionate about causes that enrich lives while paving the way for more women to lead in the hospitality industry. She resides in Phoenix, Arizona, with her husband and is a board member at Northern Arizona University, her alma mater where she was inducted into the W.A. Franke College of Business Hall of Fame.

Evelyne Oreskovich, VP, Projects & Implementations

Evelyne has more than 35 years of experience in travel and hospitality. Most recently she merged her own hospitality consulting agency, HeR Consulting (Hospitality eResources, LLC) with Dragonfly Strategists to bring her extensive project management experience to help Dragonfly’s clients. She has extensive North American and European experience including former senior positions with Trusthouse Forte, Nikko Hotels International, The Leading Hotels of the World, and Pegasus Solutions.

Evelyne has been active and visible in the hotel industry, as a member of ASTA, NBTA, HSMAI and HEDNA.  Along with Caryl Helsel, she was a founding member of HEDNA and served on its board of directors for nine years.  

Bilingual in English and French, with years of international experience, Evelyne understands North American, European and Asian markets, and the corresponding cultures and trends of regional hotel management, marketing, reservations, distribution, revenue, and channel management.

Lauren Epstein, VP, Business Development

Lauren Epstein serves as Vice President of Business Development at Dragonfly Strategists. With an extensive background in propelling revenue growth and forging strategic partnerships, she is known for her unwavering commitment to client satisfaction and a consistent track record of surpassing sales quotes. Lauren’s diverse professional journey includes significant roles at well-known hospitality technology companies such as Booking.com, Amadeus, and Salesforce.

Originally a long-time resident of the bustling city of New York, Lauren recently embarked on a new chapter by relocating to Santa Monica, California, along with her husband and two children. Lauren’s passion for business development goes hand-in-hand with her ability to connect with people on a personal level. Her strategic mindset, coupled with a genuine enthusiasm for building meaningful relationships, positions her as an integral contributor for Dragonfly’s continued success.

Liz McCabe, VP, Distribution

Liz McCabe serves as Vice President, Distribution at Dragonfly Strategists. Prior to her promotion at Dragonfly, Liz was Senior Director of Revenue Strategy for a large portfolio of hotels and resorts. Before joining Dragonfly, Liz managed Provenance Hotels’ portfolio of 14 independent hotels and was instrumental in building the revenue management culture and distribution standards across the entire portfolio. She is a super-user of Sabre SynXis, Infor HMS, and other leading distribution systems, and has a holistic understanding of CRS, GDS, and OTA connectivity and functionality.  

Liz’s foundation in revenue management, coupled with her technical understanding of the complex hotel distribution landscape, has prepared her to build industry-leading best practices. Our best practices are applied to managing distribution for our vast client base including resorts, city center hotels, alternative accommodation types, boutique and lifestyle hotel companies, and brands. She is a Certified Revenue Management Executive (CRME) and has sat on the board of directors for the Hospitality Sales & Marketing Association International (HSMAI) Oregon chapter.  

Liz resides in Oregon City, Oregon with her husband and son. When she’s not demystifying the world of distribution, you can find her cooking, gardening, volunteering, or enjoying Oregon’s endless outdoor adventures.

Mairead Hennessy, VP, Operations Advisory

Mairead will be integral in transforming Dragonfly Strategists into a full-service Hospitality Advisory Firm, more comprehensive than just Commercial and IT Services. Her strategic vision coupled with her ability to execute operational excellence will be essential to our company’s growth and development.   

Prior to joining, Mairead held senior positions at Hyatt, Hilton, Aramark and Independent brands across Lodging, Casino, Spa, Golf and Food and Beverage, Parks & Destinations industries. Known for her collaborative team approach she has built high performing, cross functional teams that deliver service excellence.

In her 25+year career she has received recognition and awards for her well-respected operational leadership in the industry. She is a self-named Jack Russell Terrier enthusiast and resides in Albuquerque, New Mexico.