Following its January 2026 entry into the hospitality management landscape, West Coast-based Parable Hospitality announces the latest addition to its newly formed executive leadership team. Ed Martinez joins the company as Senior Vice President of Revenue Management, rounding out a group of seasoned hospitality leaders spanning operations, finance, people and culture, food and beverage, risk management, and commercial strategy.
Ed brings deep executive level experience in revenue strategy, pricing optimization, and portfolio-wide performance management, having previously held corporate leadership roles at Evolution Hospitality and Tarsadia Hotels. At Parable Hospitality, he will oversee revenue strategy across Parable’s expanding portfolio of 30 hotels, supporting the company’s owner-first, performance-driven operating model.
Ed joins the newly named Parable Hospitality executive leadership team which includes:
- Scott Roby, President, a 30-year industry veteran and former President of Pacifica Hotels, leads Parable’s strategic vision, drawing on more than a decade overseeing operations for Evolution Hospitality with extensive experience scaling hospitality portfolios across the Western United States.
- Alie Gaffan, Senior Vice President of People & Culture, brings extensive experience in employee development and training, and culture development to Parable Hospitality. Most recently Alie occupied the same role for Pacifica Hotels and previously served on the Board of Directors of CHART, the Council of Hotel and Restaurant Trainers.
- Shalon Hopkins, Senior Vice President of Accounting & Finance, oversees financial strategy, capital stewardship, and portfolio performance, drawing on more than 20 years of hospitality and real estate finance experience across management companies and ownership groups, including, most recently for Quorum Hotels & Resorts.
- Michele Roberts, Senior Vice President of Sales, leads commercial sales strategy and market penetration efforts, leveraging more than 25 years of hospitality sales leadership experience and a proven track record of building high-performing sales teams. Her experience includes Vice President of Sales positions for leading hospitality management companies including Evolution Hospitality and Pacifica Hotels.
- Julie Aschidamini, Vice President of Marketing, leads the company’s fully integrated in-house marketing team, directing brand strategy, positioning, and marketing initiatives across the portfolio of West Coast hotels. Her longstanding career includes roles as Global Head of Marketing for LE Hotels and Luxe Hotels, and most recently she served as Vice President of Marketing for Pacifica Hotels.
- Gus Laliotis, Vice President of Food & Beverage, brings decades of nationally recognized food and beverage leadership experience to Parable Hospitality, where he oversees culinary strategy, concept development, and operational excellence across Parable-managed properties. Prior to this role, Gus oversaw culinary operations for Evolution Hospitality.
- Michael Vaughn, Corporate Executive Chef, leads culinary vision and execution, supporting property-level teams with menu development, sourcing strategy, and elevated guest dining experiences. His experience was honed at leading hotels and restaurants including La Jolla Beach & Tennis Club, Omni Hotels & Resorts, and Hilton Worldwide.
- Myisha Smith, Corporate Director of Training, oversees talent strategy, organizational development, and culture-building initiatives, ensuring Parable attracts, develops, and retains top hospitality talent. Her resume includes training leadership positions at Pacifica Hotels and Islands Restaurants.
- Joe Busic, Corporate Director of Risk Management, provides owner advocacy and risk oversight, navigating the industry’s complex regulatory and compliance environment. He has spent more than three decades leading risk management and loss prevention teams at numerous hospitality establishments including Pacifica Hotels, Pacific Hotel Group and Omni La Costa Resort & Spa.
Parable Hospitality launched in early 2026 to challenge legacy hospitality models that no longer serve today’s owners, offering a more transparent, commercially driven, and partnership-oriented alternative. The company is headquartered in Aliso Viejo, CA.
