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 18 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.
Aaron Addison
Aaron Addison is a seasoned revenue management specialist in the short-term rental industry, known for a practical and analytical approach to market dynamics. He currently leads revenue strategy at VRM Advocate, where he helps vacation rental teams untangle complex market behaviors to build steady, non-reactive systems. Aaron’s methodology is rooted in the belief that sustainable growth comes from a deep understanding of what the data is actually saying, allowing clients to establish repeatable revenue practices that align with their long-term operational priorities and homeowner trust.
Before specializing in the STR space, Aaron built a robust analytical foundation managing buying operations for multiple retail locations and leading regional sales efforts across the Southeast in the beverage industry. He transitioned into the vacation rental sector as a Sales Executive, focusing on portfolio growth and homeowner relations, before moving into a leadership role overseeing revenue strategy for 600 properties in diverse markets. This unique combination of sales and high-level strategy allows him to drive measurable improvements in key metrics while maintaining portfolio health. Aaron is currently completing his MBA and holds professional certifications in demand analytics, competitive strategy, and business intelligence, bringing a collaborative and highly informed perspective to every engagement.