Naama Engel Appointed VP of HR and Guy Ben-Bassat Appointed VP of Finance at Reeco

Reeco executive appointments include Naama Engel as VP of HR and Guy Ben-Bassat as VP of Finance.

Naama brings extensive experience in HR leadership within tech companies. Most recently, she served as CHRO at Travelier Group during a period of dramatic growth, including multiple travel-tech acquisitions and the integration of newly acquired teams. Prior to that, she held HR leadership roles at WeissBeerger and served as an HR Business Partner at Amdocs. Naama holds a BA in Psychology and an MA in Organizational Behavior from Tel Aviv University.

Guy is an experienced finance leader with a proven track record of building Finance departments and infrastructure from scratch, scaling global startups and driving global growth. Among his expertise is fundraising, strategic business acumen, and driving company-wide initiatives. Further to his previous role as VP Finance at Growthspace, held key financial roles at Yotpo and publicly traded Nova, and began his career advising U.S. based companies at Deloitte Israel. Guy Holds a B.A. in Business Administration and Accounting.

Naama Engel’s experience growing tech teams and Guy Ben-Bassat’s work leading finance at global startups make Reeco ready for more growth and better operations.

Reeco’s advanced AI-powered platform gives hotels complete visibility and control over their entire procurement lifecycle — from placing orders and tracking inventory to managing culinary operations and AP automation. Purpose-built for everyone involved in day-to-day hotel operations — from CFOs and controllers at the corporate level, to general managers, chefs, housekeeping managers, and on-property teams — Reeco replaces outdated, paper-heavy workflows with a seamless digital experience that’s simple to adopt. Real-time analytics give teams the insights they need to make smarter, data-driven decisions that improve efficiency and profitability across every property in the portfolio.

Beyond helping hotels transform procurement, Reeco is deeply committed to supporting suppliers and group purchasing organizations (GPOs). Our platform is designed to help existing suppliers grow alongside their hospitality partners by streamlining order accuracy, strengthening communication, and building trust through transparency. By giving every side of the supply chain clear visibility and better control, Reeco makes sure hotels, suppliers, and GPOs work better together — creating healthier margins, stronger relationships, and a more profitable future for everyone.

Our mission to bring true clarity and control to hospitality procurement is accelerated by trusted partnerships with the biggest players in hotel tech. The largest hotel accounting systems, POS providers, and other essential platforms have chosen to integrate with and promote Reeco as their preferred procure-to-pay solution in the U.S. Through these partnerships, thousands of hotels gain access to Reeco’s modern tools, supported by joint onboarding, training, and co-marketing initiatives. Together, we’re making it easier and faster for hotel management companies to modernize how they purchase, manage, and pay — with millions of dollars in deals already signed and a growing pipeline of groups ready to join

Reeco was founded in 2022 by CEO Henrik Shimony and CTO Omri Shalev, backed by $25 million in funding from leading investors such as Aleph, Net Capital, and Joule Ventures. The company’s mission is to enable thousands more hotels and suppliers to work in true harmony — transforming procurement into a connected, intelligent engine for sustainable growth. Reeco’s clear vision is to help the hospitality industry operate with greater transparency, control, and profitability.

Today, Reeco’s team of 50+ employees operates across the U.S., Israel, Europe, and Central America. The company continues to expand, with new roles opening in customer experience, marketing, R&D, product, and business operations to support its growing reach and impact.

With Reeco executive appointments, Reeco builds up its leadership team to help the hospitality procurement space grow quickly and come up with new ideas.