About

Verbeck Consulting

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

Company Values

Integrity – We communicate openly and honestly, listen, and are accountable for everything we do.
Excellence – We hold ourselves to a high standard; we are continuous learners and adapt and pivot to meet the changing needs of our clients and their customers.
Innovation - We believe that innovation is essential for staying ahead in today's rapidly changing business landscape.

By leveraging new technologies, creative strategies, and fresh perspectives, we help our clients differentiate themselves from the competition.

Lisa Verbeck

Founder/Managing Director

Lisa Verbeck, Founder of Verbeck Consulting, is a highly experienced collaborative marketing and communications executive with over 20 years of industry expertise. She served as the Chief Marketing Officer for Visit SLO CAL and played a pivotal role in planning and executing marketing, branding, and communications strategies during the global pandemic.Prior to that, Verbeck spent more than a decade at Tourism Australia as Director of Marketing, The Americas, and was instrumental in doubling leisure visitation from the Americas to Australia. Her achievements include securing an Oprah Winfrey Show brand integration that showcased Australia as a premier tourism destination to 40 million viewers and developing the award-winning Dundee Super Bowl campaign that generated over $84 million in earned media and a 900% increase in organic booking inquiries.Verbeck has also established the first marketing department and online sales channel at Contiki Holidays, a global youth tour operator, and held account management positions at leading agencies such as MMGY Global, TBWA/Chiat/Day, and Rogers & Cowan PMK. Her extensive industry knowledge and proven track record make her a valuable asset to any organization seeking to enhance their marketing efforts. With Verbeck Consulting, businesses can leverage her expertise to achieve their marketing goals and stand out in the competitive landscape.

Chris Maggio

PR Lead

Chris is a seasoned public relations professional with more than 15 years of experience crafting compelling narratives that drive meaningful media coverage. As a PR lead for Verbeck Consulting, Chris currently leads media relations for VisitCanberra, spearheading efforts to elevate the Australian Capital Territory’s profile in the U.S. market.

An avid traveler and foodie with an insatiable curiosity for the world, Chris has built his career at the intersection of travel, hospitality, lifestyle, and innovation. His background includes a diverse mix of in-house and agency experience, ranging from global tourism boards and airlines to restaurants, design firms, and tech platforms.

Before collaborating with Verbeck Consulting, Chris led the global consumer PR team at Tripadvisor, where he brought to life the platform’s trip planning tools, and one-of-a-kind experiences.

Earlier in his career, Chris served as the PR Manager for North America at Tourism Australia, where he was instrumental in promoting Australia as a must-visit destination. He developed integrated external communications strategies and delivered high-quality coverage across the U.S. and Canada. Notably, he led the PR strategy for Australia’s post-COVID reopening, positioning the country at the top of travelers’ wish lists by spotlighting fresh and unexpected experiences.

Chris honed his foundation at top-tier agencies including Quinn and Grey, where he managed global campaigns for brands pushing the boundaries of what PR could be. From launching Marriott’s first LGBTQIA+ travel campaign to activating Canon’s immersive PIXMA PRO tour, Chris has always brought a creative lens to storytelling.

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John La

Digital Lead

John La is an award-winning performance marketer with over a decade of experience leading paid media strategy for clients across industries from startups to Fortune 500 companies. Adept at analyzing complex data sets, optimizing campaigns, and developing strategies that deliver tangible outcomes, his expertise spans various platforms including search engine marketing, online video, and social media advertising.Throughout his career, John has helped leading brands including Activision Blizzard, Visa, Apple, NBC, and eBay achieve their business objectives and maximize ROI. As an avid traveler, he draws inspiration from his adventures to inform his initiatives, recently partnering with Virgin Voyages to overhaul their paid strategy and develop a global social framework that resulted in a 300% increase in qualified leads at 50% lower cost per lead within 90 days. Whether promoting exotic destinations or luxury accommodations, John's keen insights and data-driven methodologies ensure that clients stay ahead of the curve, driving engagement and fostering brand loyalty in a competitive and ever-evolving marketplace.

Sandy Nerlich

Travel & Tourism Trade Support Services

A travel industry veteran, Nerlich offers expertise in trade marketing, inside and outside sales, trade engagement, product development, partnerships, destination promotion & and management. She has represented government tourism bureaus, escorted tours and fams handled event logistics, and managed travel specialist programs, trade shows, roadshows, and representation services. Nerlich is a distribution development specialist within North America, developing successful trade engagement programs for destinations such as Sydney, Western Australia, and Queensland. She has built co-op partnerships with leading travel consortia and tour operators and brought destination brands to life through impactful activations. She has in-depth knowledge of the travel sales process through her previous roles at Newmans Vacations and ATS Pacific.