Strategy I Marketing I Communications

About Lisa Verbeck

Lisa Verbeck is a collaborative marketing and communications executive with more than twenty years of experience in travel, tourism, lifestyle/wellness, consumer packaged goods, and e-commerce.

Before starting her own company, Verbeck Consulting, she served as Chief Marketing Officer for Visit SLO CAL, a non-profit countywide destination marketing, and management organization. While there she planned and executed the marketing, branding, and communications strategy during a global pandemic.

Prior to this, she spent more than a decade at Tourism Australia as Director of Marketing, The Americas. Verbeck was part of the leadership team that developed the marketing strategy that more than doubled leisure visitation from the Americas to Australia. She and her team oversaw the Oprah Winfrey Show brand integration and were an integral part of a global team that developed a Cannes Lions award-winning Dundee Super Bowl campaign.

Before joining Tourism Australia, she established the first marketing department and online sales channel at Contiki Holidays, a global youth tour operator. Before going client-side, Verbeck held account management positions at several world-renowned agencies including MMGY Global, TBWA/Chiat/Day, and Rogers & Cowen PMK. Clients included Hilton, The Waldorf-Astoria Collection, Vidal Sassoon, Nissan, Infiniti, and Paramount. 

Verbeck holds a degree in Journalism/Public Relations from California State University Long Beach, with a minor in Marketing. She grew up in Northern California but currently calls Southern California home. In her free time, she enjoys volunteer work with Habitat for Humanity and Meals on Wheels. She is also an avid traveler, having traveled to more than 25 countries. She holds both US and Italian passports.