Executive Team: Women Led and Women Managed

Our Founder and CEO, Caryl Helsel, left a long and successful career in the hotel industry to begin Dragonfly. Driven by excellence, integrity, honesty and experience, Caryl created Dragonfly Strategists to provide leadership and strategic direction combined with the expertise for efficient execution of agreed upon strategies. 

Some of the best minds in the hospitality industry are on the Dragonfly team. Our team creates actionable strategies and transforms them into higher revenues and improved performance for a range of clients throughout the world.

Our team is composed of tenured individuals with revenue management, distribution, guest experience, sales and marketing, information technology, and operations experience. Our team has experience working with luxury hotel brands such as Mandarin Oriental and SLS to lifestyle boutique hotel groups such as Kimpton and Journal Hotels to midscale La Quinta Hotels and independents such as Hotel Del Coronado. 

Learn about each team member’s unofficial title in our blog post:
“Leadership Qualities: Meet the Dragonfly Team”

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. She resides in Brooklyn with her husband, son and two dogs.

Erica Penley Claycomb, VP of Distribution & Operations

CRME | StarDORM | Synxis Certified Property Manager

Erica is an industry veteran who began her hospitality career at Kimpton Hotels & Restaurants. After a few years on property and in the contact center, she was promoted to Director of Distribution. She also has held leadership positions on property and with Loews Hotels. Her strength as a specialist in distribution include being known as a super-user in systems such as Oracle's Opera, Sabre Synxis, Travelclick's iHotelier and Pegasus Solutions. She is considered a subject matter expert in CRS, GDS and OTA connectivity and content. She has several professional certifications including Certified Revenue Management Executive (CRME), StarDORM certified, and Synxis Certified Property Manager. She has served on the board of HEDNA and on the local Nashville board for HSMAI. She resides in Nashville enjoying the local music scene and time on the lake with friends. 

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.

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 from 1989 – 1998.  

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.

Anne Niemiec, VP, Business Development & Sales Practice Lead

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.

Amanda Massicotte, Senior Director

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 operations. Amanda also has experience in data analysis, market segmentation and developing effective tactics to grow and scale hotel franchise operations.

Amanda served as the 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 with a BS 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, stepson and dog.