OptiRev is a team of skilled digital marketing specialists and web developers lead by CEO Holly Byck. Our combined set of diverse skills put us ahead of industry trends to better full-fill the needs of our clients in today’s competitive market.

Holly Byck, CFO & Founder

Holly Michalek~Byck

CEO & Founder

Holly Michalek~Byck has served the Hospitality Industry for over 25 years. Her background includes positions in the Food & Beverage and Lodging sectors. She has held numerous positions throughout the United States and now resides in Sonoma County, Santa Rosa. Beginning her career as a line cook for a café at the young age of 14 and then worked her way through the ranks of positions from the back of the house to the front of the house with numerous restaurants. Eventually becoming the Restaurant Manager and shortly thereafter promoted to Assistant Food & Beverage Director in Lake Havasu at the London Bridge Resort.

Wanting to better understand the Operations of a hotel she moved to San Diego where she was the Guest Service Director for the Clarion Hotel Bay View (now the Marriott). She oversaw the Concierge, Reservations Department, Bell Service, PBX Department and the Front Desk. During her tenure, this property received the highest honor as the first Platinum Rated Hotel in the Choice International Brand of Hotels. Holly then held positions in Sales and Marketing opening up several properties along the Pacific Coast for Pacific Inn, LLC. She was eventually promoted to a Regional Director and developed a sales team and created and executed Marketing Plans.

Wanting to take on the challenge of running an entire operation, Holly became General Manager of Hotel La Rose. A boutique, historical Inn in the heart of Santa Rosa, CA. She was promote to the Management Company of the hotel as Executive Director of Sales and Marketing where she developed a Sales Department including 8 Sales Managers and executed Marketing Plans and developed Standards of Operations.

Recruited by Richfield Hospitality as Corporate Director of Sales and Marketing she oversaw a portfolio of 18 properties, responsible for the management of all property Sales Teams. She created and executed budgets and presented to Ownership. She then worked to develop the Third Party Management Division for the Lok Group of Companies before she started her own Company.

In March of 2011, OptiRev, LLC was launched and has grown to 14 Employees serving 130 Service Agreements in 48 cities. OptiRev, LLC has been recognized as one of the largest Women Owned Companies in the Bay Area and one of the top ten Internet Marketing Companies in the North Bay.

Holly attended Whitman College where she studied Philosophy. She has served on the Santa Rosa Chamber of Commerce Board of Directors, the Santa Rosa Convention and Visitors Bureau Board of Directors, the Sonoma County Branding Task Force amongst several other committees.


Rene Byck, CFO & Partner

Rene Byck

CFO & Partner

Born and raised in Santa Rosa, Rene graduated from Cardinal Newman High School in 1985. He then attended California State University at Sacramento and received a B.S. in Criminal Justice in 1990. After graduation, Rene traveled through Europe, Turkey, Egypt, Kenya, Tanzania, India, Nepal, and South East Asia. His favorite countries were Nepal and Thailand. When he returned, Rene started working for a Private Investigative firm in San Francisco.

In 1994, he joined his parents and Sonia, his sister, in the plans to create a winery and event center on their Santa Rosa ranch. Rene spent the early years in the tasting room, working events and doing the bookkeeping. In 1997, Rene attended the McClaren School of Business at the University of San Francisco, where he received his MBA in 2000. Ten years later he put his newfound education to work with OptiRev as the CFO.

Rene was married in 2007, and he and his wife Holly have three children, Adianka Marijke, Brycen Russell, & Alexia Rae.


Stephanie McGovern, Administrative Services Manager

Stephanie McGovern

Administrative Services Manager

Stephanie McGovern brings a diverse background of business management skills and experience to OptiRev. She has over 20 years of working in the financial and insurance industries, has a passion for providing a high level of client service and thrives on ensuring that best practices are used for the company. Stephanie has a Business Management Degree in addition to a Human Resources Management Certificate from Sonoma State University.

In her spare time, she enjoys volunteering and spending time with her family in the great outdoors.


Karalea Blockhus, reputation and marketing specialist

Karalea Blockhus

Reputation & Marketing Specialist

Karalea developed a passion for the hospitality industry over 15 years ago when she was working as a Sales and Catering Administrative Assistant. Throughout her
career she has held numerous front and back of the house positions that include: Convention Services Manager, Guest Experience Manager and Food & Beverage Manager. Karalea is thrilled to bring her expertise as a hospitality professional to the OptiRev team.

Karalea loves to spend her free time with her family outdoors, going to the beach or playing board games at home.


Sara Ysunza, Graphic Designer

Sara Ysunza

Graphic Designer

Sara Ysunza is one of our talented graphic designers. As a seasoned communication and marketing specialist with over 15 years of experience, Sara has extensive experience in several industries including the luxury wine industry, non-profit sector, and accounting fields. Her strong background in art and design makes Sara a highly effective and dynamic marketing professional.

Sara is an active volunteer on various school board committees and has been appointed to the Principal’s Advisory Board at a local charter school.


Jacob McAdam, Company Strategist

Jacob McAdam

Company Strategist

Jacob has been involved in the design and internet industry since 2010. He has battle-tested skills with front-end website development including WordPress development, responsive design, and user-experience. Previous employment as an SEO developer has him familiar with SEO practices and strategies. Jacob was originally leading the web team but has since changed responsibilities to finish his education at San Francisco State University to complete a Bachelor’s degree in Visual Communication (Design). Currently his role is to support the web team with minor projects while focusing on improving OptiRev’s services, protocols, and other internal operations.


Moe Himed, Web Developer

Moe Himed

Web Developer

Born and raised in Oakland, Moe has worked in the IT industry since 2008; including 3 years at Facebook headquarters. He studied at Cal State University East Bay and after graduating from a coding bootcamp at the top of his class, he is now a superstar front-end developer. He ensures that websites are running smoothly and look good on all devices.

In his free time, Moe likes playing chess, reading any book by Robert Greene, and playing basketball with his kids.


Conrad Wells, Web Team Manager

Conrad Wells

IT Specialist

Conrad Wells is a multifaceted technical expert with over a decade of experience. He has worked as an independent contractor, network administrator, helpdesk support, web developer, and server administrator. He has obtained his Bachelor’s Degree in Cyber Security at Champlain College in Burlington, Vermont.


Irina Hall, Financial Administrator

Irina Hall

Financial Administrator

Irina has a Bachelor degree in Psychology and extensive bookkeeping and tax preparation experience. She started working with OptiRev in 2016 and was immediately impressed by the company’s business model, Holly’s vision and dynamic leadership, the professionalism of the team, as well as the integrity and commitment to providing high-quality digital product and exceptional customer service.

Born and raised in Moscow, Russia, Irina has been a resident of Sonoma County since 1999. Outside of building her bookkeeping business, she enjoys spending time with her 2 children, exploring Spring Lake and Annadel with her dog, taking day-trips to the ocean, and giving back to the community through volunteer work.