ABOUT LIGHTWHEEL advisors
Operating experience, brought inside the business.
Lightwheel Advisors works with established hospitality, food & beverage and retail businesses that need experienced operating leadership, clearer execution and stronger organisational alignment.
We work as a partner rather than an outside adviser — combining embedded leadership, turnaround support and board-level perspective with direct experience operating complex businesses.

WHY LIGHTWHEEL EXISTS
Built around practical operating experience.
Lightwheel brings together operating, strategic and leadership experience to help businesses navigate growth, transition and performance challenges.
The focus is not simply on recommending change, but on helping the organisation execute it and build the internal capability to sustain it.
WHY LIGHTWHEEL EXISTS
A focused team around the work.
Lightwheel brings together operating, strategic and leadership experience to support established hospitality, food & beverage and retail businesses through growth, change and complex operating challenges.

Shaun Smithson
Managing Partner
Shaun Smithson is the Founder and Managing Partner of Lightwheel Advisors, a US-based advisory practice providing fractional COO/CEO, turnaround, and board leadership to established hospitality, food & beverage, and retail operators. He brings 25 years of operating experience across the US and Asia, including senior leadership roles with Hilton Worldwide and Choice Hotels International.
As Chief Executive Officer of Fig & Olive, Shaun was promoted from COO within 90 days and led the turnaround of a nine-unit, $56 million luxury dining group, restructuring the leadership team and restoring the brand's positioning. Earlier, as Senior Vice President of Operations at B.F. Saul Company Hospitality Group, he ran a 19-hotel, $135 million portfolio and founded the company's first internal analytics team, cutting reporting lag from three weeks to four days. He later co-founded TiffinLabs, a ghost kitchen platform that scaled to 150+ units across three countries and raised $7 million in growth capital.
Shaun holds an MBA from the Thunderbird School of Global Management, a Non-Executive Director Diploma from the FT Board Director Programme, and sustainability strategy certifications from Harvard Business School and UC Berkeley. He is also an Adjunct Professor at George Mason University's Costello College of Business, teaching food & beverage management and advanced hospitality operations.
MBA
Thunderbird School of Global Management
Non-Executive Director Diploma
Pearson BTEC Level 7
Adjunct Professor
George Mason University

Konark Goel
Advisor
Commercial Strategy & Business Development
Konark Goel is a business development and commercial strategy professional with over seven years of experience across large conglomerates in aerospace, deep tech, and defence. In his current role at the Tata Group, he leads complex business opportunities spanning strategic partnerships, pricing, and contract negotiation — including multi-billion-dollar programmes with global partners such as Airbus and Boeing, and contracts worth approximately $250 million.He holds an MBA from the National University of Singapore and a degree in Electronics Engineering, and advises Lightwheel on business growth and commercial strategy.

Kola Adediji
Advisor
Cross-Border Trade & Market Access
Kola Adediji is a Singapore-based executive focused on connecting Africa and Southeast Asia through trade and investment. As CEO of Fortress Intelligence Pte Ltd, he drives strategic growth across both regions, and as Co-Founder and Treasurer of the Africa-Southeast Asia Chamber of Commerce (Singapore), he leads trade missions that open new markets and partnerships across the African continent. He also serves as Director of SKK Pte Ltd. Kola advises Lightwheel on cross-border market access and trade strategy.

Evgenii Volkov
Advisor
Technology & Systems
Evgenii Volkov is a technology executive and entrepreneur focused on system design, startups, and building high-performing teams. His experience spans technology, finance, hospitality, and real estate, across complex international, multi-entity environments — giving him a practical view of how operating systems hold up under real-world pressure.
Evgenii advises Lightwheel on scalable systems and operating model design, combining strategic thinking with hands-on execution to help build teams and structures that support long-term growth.

Alexandra Jaritz
Advisor
Brand Strategy & Global Hospitality
Alexandra Jaritz is Senior Vice President, Global Category Head for Hilton's All-Suites and Focused Service brands, following five years leading Brand Management for Hilton Asia Pacific across China, India, Southeast Asia, Japan, Korea, and Australasia. She built and launched Tru by Hilton from the ground up, growing it to over 500 agreements in 24 months — the fastest brand launch in the company's history — and led the regionalization of Home2 Suites into China, surpassing its development target by 200%.
Earlier in her career, she held senior brand strategy roles at Choice Hotels International and began in hospitality finance at Ernst & Young and Lehman Brothers. Alexandra holds an MBA from Duke University's Fuqua School of Business and a degree in Hotel Administration from Cornell University. She advises Lightwheel on brand strategy and global hospitality operations.

Raymond Reed Baker
Advisor
Corporate Governance & Board Effectiveness
Raymond Reed Baker is a corporate governance advisor, educator, and researcher with over twenty-five years of experience in accounting and governance, twenty of them based in Asia. As Managing Director of One World International Group, he advises public, private, and non-profit organizations across Asia, North America, and Europe on board effectiveness, crisis management, internal controls, and financial reporting, with clients listed on the NYSE, HKEX, NASDAQ, and other major exchanges.
He is faculty for the Financial Times Non-Executive Director Diploma in London and Hong Kong, Adjunct Associate Professor at the University of Hong Kong, and Assistant Professor at Tongji University in Shanghai. Ray is a Certified Public Accountant with a PhD and MBA from the University of Hong Kong. He advises Lightwheel on corporate governance and board effectiveness.

Sidd
Advisor
Corporate Governance & Board Effectiveness
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