Meet the executive team

35+ years of industry knowledge

Co-founders Dean Holmes, Rob Reay, and Faisel Eskander bring a combined 35+ years of industry knowledge and experience to multiple airports of varying size and complexity, as well as working closely with parking operators, technology providers and travel partners.

Dean Holmes

Chief Executive Officer

Chicago-based Dean Holmes has led multiple parking revenue management services for airports in North America and Europe in the last 12 years.

At Manchester Airport Group in England, Dean was the revenue manager for London’s Stansted Airport (STN), where he successfully used multiple online reservation systems to increase revenue from £21.8 million to £43.6 million. This led to the propensity to park and revenue per passenger increases by more than 10% per year for four years.

He’s since continued that success at Charlotte (CLT) and Los Angeles (LAX), where parking revenue per TSA passenger has jumped by $4.36 (91%) and $2.29 (104%), respectively, compared with pre-COVID-19 levels. Such programs are led by Dean who leverages his broad technical experience from working with different airports and technology vendors, as well as increasingly tailoring Helm’s approach so it is tailor-made for every organization he works with.

Dean also spent five years as Client Success Director at AeroParker, where he managed their national sales plan and brought in more than 15 airport clients to their client portfolio. He was responsible for launching online reservations and parking revenue management at multiple US airport locations.

Rob Reay

Chief Marketing Officer

Rob Reay boasts 12 years of digital marketing and budgeting expertise across the retail and travel sectors, including airports in the United Kingdom and the United States.

Based in Manchester, England, Rob managed the paid search for Manchester Airport Group, where he oversaw an annual budget of £5 million across four airports before moving to Shearing Leisure Group. At Shearing’s, he increased bookings (+30%), reduced spending (-40%) and attracted new customers (+16%) in less than two years.

At Helm, Rob manages all marketing activity, including pay-per-click, display ads, and audio. This includes the online marketing budgets for LAX, CLT, and MWAA, spending and optimizing the investment between $150,000 and $300,000 per month depending on seasonality.

The biggest differentiator between Rob and other paid search specialists is his experience working in commercially aggressive environments where revenue generation and return on investment are the main objectives.

Faisel Eskander

Chief Data Officer

Faisel Eskander has extensive experience working with airports across the globe, including London Stansted Airport, Manchester Airport, East Midlands Airport, and Leeds Bradford Airport in the United Kingdom, as well as Los Angeles International Airport, Charlotte Douglas International Airport, Ontario International Airport, and Hollywood Burbank Airport.

After five years with Manchester Airport Group, where he developed data reporting and analytics for their airport parking operations, Faisel moved to AeroParker, where he did the same for their airport clients, with a particular focus on pricing tools and forecasting models to help maximize value from airport parking operations.

At Helm, Faisel has continued to work with airports, technology vendors and parking operators across the US, helping develop forecasting, revenue management and reporting tools that are designed to save users time and support the decision-making process relating to online pricing, drive-up rates and marketing. Faisel’s experience in this area is unrivalled.

Get in touch with the team