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Alicia Steele
Alicia is one of those rare operators who understands both the numbers and the nuance. With a background in revenue strategy and boutique hospitality performance and tech, she has a sharp instinct for where opportunity lives — and how to unlock it without losing sight of the guest experience.
A traveler, a lover of a good carajillo and a Broadway musical, she brings energy matched only by Jacq (and Jacq’s nieces) — which is probably why it was meant to be, from the first week they worked together, that Alicia would lead revenue strategy for KnoWhere Company.
She’s worked for hotels that bring the “life” to lifestyle, and is fluent in more sales, marketing, revenue, and ops tools than fit in a paragraph.
(Written by Jacqueline)
Jacqueline VanderMale
Jacqueline lives in the space between story and structure, equally drawn to how a brand feels and how it actually functions. With a background across hospitality, real estate, and brand strategy, she tends to ask why it matters and how it works, often at the same time.
A traveler and design obsessive who will build an entire concept around a color palette or a sense of place, she brings a thoughtful — occasionally over-detailed — approach to everything she touches. Having worked across brands ranging from deeply operational to highly experiential, she’s learned the most compelling ideas are the ones that hold up in practice.
The work is personal, and the goal is always the same: build something people feel, remember, and return to, with purpose.