As CPE, Estella is the voice to SHR’s vision to be the most trusted brand for hoteliers, working to inform, persuade, and convert her colleagues as well as the hoteliers she serves toward the best in hospitality technology. Her current role is a direct response to SHR’s belief in the evolution and redefining of the CRS as it exists today.
Before being named CPE, Estella served as Vice President of Product for SHR starting in 2015. Her main responsibility was setting and fulfilling the strategic vision for all SHR products, including overseeing successful product implementation—from conception through launch and completion.
Estella originally joined Whiteboard Labs in 2006 to focus on support for Windsurfer® CRS. After the merger with Sceptre Hospitality Resources in 2012, she became the Product Manager for Windsurfer. In that role, she was responsible for all aspects of Windsurfer product development, including support, systems operations, and client management services.
Prior to joining the company, Estella worked directly in the hospitality industry, leading implementations and support for a hotel management company, and internal services at major hotel chains.
She holds a Bachelor’s degree in Graphic Design from Universidad Autonoma de Guadalajara, an Associate’s degree in Computer Animation from the Art Institute of Houston, and a Master’s degree in Technology Commercialization from the University of Texas at Austin, McCombs School of Business.