Open Book

About

Verbeck Consulting

Verbeck Consulting is a Los Angeles-based marketing and communications consultancy specializing in travel, tourism, and non-profit, purpose-driven causes.  


The Founder, Lisa Verbeck is a collaborative marketing and communications executive with more than thirty years of experience. Before founding 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.


Before this, she spent over a decade at Tourism Australia as Director of Marketing, The Americas. Verbeck was part of the leadership team that doubled leisure visitation from the Americas to Australia. While there she and her team secured an Oprah Winfrey Show brand integration, which showcased Australia as a premier tourism destination to 40 million viewers. The partnership generated $16 million in media value and $20 million in sales after airing. In addition, she was an integral part of a global team that developed a Cannes Lions award-winning Dundee Super Bowl campaign which generated more than $84 million in earned media and a 900 percent increase in organic booking inquiries.


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 Conrad Hilton, Vidal Sassoon, Nissan, Infiniti, and Paramount. Verbeck is well-versed in media events and owned media strategies from producing charity events with tennis legend Arthur Ashe to developing media tours for high-profile stakeholders.


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.

Company Values


Integrity – We communicate openly and honestly, listen, and are accountable for everything we do.


Excellence – We hold ourselves to the highest standard and expectations; we live our values; we are continuous learners and adapt and pivot to meet changing needs