Operational booking software company Trybe has appointed hospitality technology specialist Erica Martin as sales director for North America. 

Martin has more than 15 years of experience helping hotel and spa businesses transform their operations and unlock new revenue streams through digital innovations.

She will lead Trybe’s strategic sales initiatives across North America to further scale the company’s growth across the region. 

Martin will use her knowledge of guiding multi-property companies through large-scale digital shifts to show ownership groups, operators and partners how the adoption of Trybe’s next-generation platform can modernise and fully integrate operations.

Ricky Daniels, co-founder of Trybe, said: “Erica brings an exceptional depth of industry knowledge and credibility that aligns perfectly with where Trybe is headed. She understands the real challenges operators face because she’s spent over a decade helping solve them. As we continue to expand across North America, her leadership will be instrumental in accelerating our momentum and strengthening our relationships across the industry.”

Martin said, “Trybe represents exactly where the industry is going. Modern, intuitive and built to unify the entire guest journey. I’m excited to join a team that is not only innovating but truly listening to operators and building technology that drives real results. There’s a huge opportunity in North America to rethink how spas, wellness, and leisure experiences are powered, and I’m thrilled to be part of that journey.”

Last year, the company appointed Sal Capizzi as senior vice president of growth and marketing, with a focus on building strategic partnerships in North America. Martin will work with Capizzi. 

Shane McMackin

Also bolstering the North America-focused Trybe team is new hire Shane McMackin. With a background in spa operations for Four Seasons and client service at Book4Time, McMackin has been appointed Trybe’s customer success and onboarding executive.

At Trybe, Shane is focused on launching and scaling the North American customer success team. He will work closely with the development team to ensure the platform continues to evolve in alignment with the unique needs of the North American market.

McMackin said, “I’m looking forward to connecting with spa leaders and showcasing all the wonderful capabilities that Trybe has to offer.”