Meet The Team

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 VRM Advocate 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 has worked in the vacation rental industry for over 18 years, navigating an ever-changing marketplace and leading teams through changes driven by natural disasters and industry trends. Her career started on Hilton Head Island and now extends across the United States.

She focuses on comprehensive marketing and revenue generation, although her knowledge base spans all aspects of property management, having served in leadership positions for vacation rental management companies throughout her career.

Her experience in the industry and natural passion for continuing her education have allowed her to stay on top of industry trends and use consumer behavior to make educated decisions when it comes to marketing vacation rentals.

Whether a client is looking to secure a new guest or recruit a new owner, working together strategically has driven success in every area of the complexity of vacation rental management operations.

For Meg, the key is creating an action plan that is achievable without creating a ton of extra work, and that gives clients a long-term success plan while servicing immediate needs in their business.

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.

Lyanna Dean is a vacation rental specialist with extensive experience in revenue, operations, marketing, and system implementation. Their career in hospitality began in 2019 at the front desk of a hotel, where they worked their way through various business layers before managing and operating a property management company.

This hands-on progression has provided Lyanna with a comprehensive understanding of high-performing portfolios, encompassing guest experience, day-to-day operations, pricing strategy, marketing, and overall performance. Additionally, Lyanna possesses extensive experience with PMS transitions, including onboarding, migrations, and system refinements that have outgrown their original structure.

Lyanna remains closely aligned with the fast-paced and ever-evolving STR industry, market trends, technology, and shifting demand patterns. They collaborate with property managers and ownership groups who recognize untapped potential in their businesses but require a clear path forward.

Lyanna's ultimate goal is to create a streamlined, high-performing, and scalable business that fosters long-term growth.

Rebekah Ronningen is a short-term rental revenue management professional with experience dating back to 2019. She has worked with vacation rental companies across the country, developing thoughtful pricing strategies that balance market data, property performance, seasonality, and owner's individual goals.

Experienced with Wheelhouse, PriceLabs, Beyond, Key Data, Guesty, Track, and Streamline, Rebekah brings a practical, hands-on approach to revenue management.

She especially enjoys partnering with local property management teams and collaborating across operations, marketing, sales, and guest services to improve overall performance - not just nightly rates.

Known for her attention to detail and personalized approach, Rebekah believes the best revenue strategies combine reliable data with local market knowledge and a genuine understanding of what makes each property unique.

Sara Phillips is a Vacation Rental Specialist at VRM Advocate with six years in the vacation rental industry. She grew up in Cape May, New Jersey, the nation's oldest seaside resort, where welcoming visitors is part of everyday life.

Before joining VRM Advocate, she served as owner liaison, director of revenue & marketing, and business development specialist at a real estate and vacation rental company in Cape May.

Sara works with vacation rental companies on dynamic pricing, OTA optimization, owner communications, and marketing strategy.

She believes the best results come when revenue management, marketing, and reservation sales work from the same plan, with the right rates, the right guests, and a reservations team that is confident asking for the booking.

She especially enjoys helping teams build that alignment, including training reservation teams on sales and guest engagement. She quickly becomes a power user of whatever system a client uses.

Sara holds an Associate in Applied Science from Atlantic Cape Community College, a Bachelor of Arts in Business from Stockton University, and a New Jersey real estate license.

Cape May is still home, and Sara gives much of her free time to local youth and athletic programs.

She has been a Cub Scout den leader, Little League coach and treasurer, and high school booster club member, and each holiday season she works with area elementary schools on a gift drive that brings Christmas stockings to local families in need.