West Coast Based Hotel Management Platform Parable Hospitality Welcomes Industry Veterans to Strengthen Leadership Team, New Update

Published on February 24, 2026

Parable Hospitality, a new and dynamic hotel management platform based on the West Coast, has made significant strides in strengthening its leadership team since its entry into the hospitality management industry in January 2026. The company has added seasoned industry veterans with extensive experience across various hospitality disciplines. The appointment of these individuals marks a major step forward in Parable Hospitality’s commitment to offering a robust, owner-first, performance-driven operating model.

A Leadership Team with Diverse Expertise

Parable Hospitality’s newly expanded executive leadership team is a powerful mix of industry veterans and skilled professionals who bring decades of experience to the company. Leading this team is Scott Roby, the president of Parable Hospitality, who has 30 years of experience in the industry. Roby’s past leadership roles, particularly as president of Pacifica Hotels and overseeing operations at Evolution Hospitality, have equipped him with the expertise needed to guide Parable’s strategic direction. His focus will be on ensuring the company’s operations scale across the Western United States while maintaining its focus on delivering value to hotel owners and an exceptional experience for guests.

In a move that showcases Parable Hospitality’s commitment to innovation and performance, Ed Martinez has been appointed as the senior vice president of revenue management. Martinez, who has an extensive background in pricing optimisation, revenue strategy and portfolio-wide performance management, brings his expertise from past corporate leadership roles at Evolution Hospitality and Tarsadia Hotels. He will now oversee the revenue strategy for Parable Hospitality’s expanding portfolio of 30 hotels, which will help drive growth while maintaining the company’s performance-driven operating model.

Building a High-Performance Culture

To support its operational strategy, Parable Hospitality has also appointed key leadership figures in other critical areas. Alie Gaffan, who brings experience in employee development, training and culture-building, has joined as senior vice president of people and culture. Gaffan’s career, including her tenure as senior vice president for Pacifica Hotels and her role on the board of directors of CHART (Council of Hotel and Restaurant Trainers), positions her perfectly to build and nurture Parable Hospitality’s high-performance culture.

In addition to culture development, the financial strategy and stewardship of Parable Hospitality are in capable hands with Shalon Hopkins, the newly appointed senior vice president of accounting and finance. Hopkins boasts over 20 years of experience in hospitality and real estate finance, with a proven track record in managing capital and overseeing portfolio performance at firms such as Quorum Hotels & Resorts.

Michele Roberts, the senior vice president of sales, brings more than 25 years of hospitality sales leadership experience. She will lead commercial sales strategy and market penetration, drawing on her past roles as vice president of sales for Evolution Hospitality and Pacifica Hotels. Her expertise in building high-performing sales teams will be vital for Parable Hospitality’s growth and presence in competitive hotel markets.

Strategic Vision for Parable’s Future

Parable Hospitality’s comprehensive and integrated leadership team aims to provide high-quality hospitality management services through an operational structure that prioritises both performance and guest satisfaction. The strategic direction of the company will be shaped by the leadership team’s collective experience in the hospitality industry. Julie Aschidamini, vice president of marketing, will oversee Parable’s in-house marketing team, focusing on brand strategy and marketing initiatives across the company’s West Coast hotels. Her previous roles as global head of marketing for LE Hotels and Luxe Hotels and vice president of marketing at Pacifica Hotels, have equipped her with the tools necessary to position Parable Hospitality as a leading player in the hospitality sector.

With a strong culinary leadership presence, Parable Hospitality has appointed Gus Laliotis as vice president of food and beverage. Laliotis brings decades of culinary leadership experience, overseeing culinary strategy, concept development and operational excellence across Parable-managed properties. Michael Vaughn, Parable’s corporate executive chef, will work alongside Laliotis to elevate dining experiences across the company’s hotels.

The company has also appointed Myisha Smith as the corporate director of training and Joe Busic as the corporate director of risk management to further strengthen the operational and talent management functions at Parable Hospitality. Smith will oversee talent development and organizational initiatives, while Busic will ensure that the company maintains high standards of risk management and compliance.

Conclusion

With this newly assembled executive leadership team, Parable Hospitality is poised to make a significant impact on the hospitality industry. The combination of experienced leadership and operational expertise reflects the company’s commitment to its owner-first, performance-driven approach. Parable Hospitality’s leadership team will play a pivotal role in shaping the company’s future growth and success in the competitive hotel management market.