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Alicia (Driver Boss) 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 in a way that says, we’re all about the guest experience and the commercial outcome too.
A traveler, a lover of a good carajillo, and a broadway musical, she’s full of energy in a way that is truly matched only by her business partner, and is probably why it was meant to be from the first random post work ball they went to (blurry, pictured at the right, Alicia on the left) for Alicia to lead revenue strategy for KnoWhere company.
She’s worked for hotels that bring the “life” to lifestyle and is adept in more tools to get sales, marketing, revenue and operations in order than can be written in a paragraph. If this sounds like a dating profile, a little, it is because if we were a brand looking for a match, we’d pick her. Cheers.
(Written by Jacqueline)
Jacqueline (Irons Queen) VanderMale
Jacqueline is someone who 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 has a tendency to ask both why it matters and how it works often at the same time.
A traveler, a design obsessive, and someone who will absolutely build an entire concept around a color palette or a sense of place, she brings a thoughtful (and occasionally over-detailed) approach to everything she touches. Having worked across brands that range from deeply operational to highly experiential, she’s learned that the most compelling ideas are the ones that hold up in practice.
If this reads slightly like a profile, it’s because the work is personal and the goal is always the same: to build something people feel, remember, and return to, with purpose. She’s obsessed with golf, healthily, but Alicia is better (pictured at Miami Beach Golf Club, Jacqueline on the right).
(Written by Jacqueline too)