Lisa Verbeck

Professional Experience

Chief Marketing Officer, Visit SLO CAL

A vital member of the leadership team responsible for developing a strategic business and marketing plan that delivered strong commercial outcomes.  Oversight of all communications and marketing, including media relations, advertising, social media, and film commission.

  • Refreshed the Visit SLO CAL brand and developed data-driven marketing programs resulting in a 44:1 ROI. 

  • Revamped all owned channels during a global pandemic and saw a 9 percent increase in website sessions, 17 percent increase in leads to partners, and 25 percent increase in #SLOCAL social media followers.

Director of Marketing, Tourism Australia

Oversaw multi-million dollar marketing budget in the Americas. Responsible for consumer marketing, public relations, communications, events, brand management, and stakeholder relations. 

  • Led a team of five direct reports, and three retained agency relationships (Media, Creative, and PR)

  • Secured more than 25 million dollars in matched funding from industry partners by developing successful campaigns that aligned to business strategies. 

  • Worked with the global team to develop a Cannes Lions award-winning Dundee Super Bowl campaign generating more than $84 million in earned media and a 900% increase in organic booking inquiries. 

  • Collaborated with U.S.-based state tourism organizations, consortia, wholesalers, and airlines to more than double arrivals of Americans vacationing in Australia.

  • Partnered with The Oprah Winfrey Show to showcase 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. 

  • Oversaw procurement for CRM, public relations, sweepstakes, and creative services agencies.

  • Contributed to the development of the annual Tourism Summit bringing together 200 North American industry for thought leadership.

  • Doubled traffic to regional Australia.com and social channels by developing an always-on content strategy.

  • Partnered with Qantas and Austrade to develop G’Day USA, Australia’s premier public & economic diplomacy program featuring 20 events across the US (including SXSW) with more than a million attendees annually.

Account Director, Myriad Travel Marketing (an MMGY Global Company)

Provided marketing strategy and campaign development to a variety of travel and tourism clients.  

  • Directed client relationships and collaborated with creative teams to establish new brand identity for clients including branding The Waldorf Astoria Collection.

  • Developed a business plan for establishing a custom publishing division at the agency.

  • Oversaw account teams in the development of SEM/SEO campaigns and printed collateral.

Vice President, Marketing The Travel Corporation / Contiki Holidays

Promoted to global VP position after increasing U.S. consumer direct and online sales for international youth tour operator with operations in Europe, South Pacific, and South Africa. Managed a $3.8 million budget and reported to the president.

  • Managed an 11-member marketing team, overseeing advertising, promotions, PR, digital, and e-commerce.

  • Established a new digital team responsible for the development of 8 regional websites and a loyalty program with the organization’s first online booking engine in the U.S., Australia, U.K., and Canada.

Director of Sales & Marketing 

As a senior member of the president’s management team, added responsibilities included account and team management, product development, and crisis communications.

  • Promoted to Director as a result of creating the company’s first direct sales channel, which represented 47% of U.S. annual sales within 18 months of launch.  

  • Negotiated brand partnership with #2 ranked show on MTV; securing on-air coverage and increasing awareness.

Marketing Manager

Established a marketing department from the ground up, turning the U.S. into the company’s most successful sales region.  

Account Supervisor, Rogers & Cowan

Hired to direct lucrative accounts and manage account teams at one of the largest entertainment public relations firms on the west coast.  Account management for Giorgio Beverly Hills, Paramount Interactive, and Procter & Gamble.

  • Secured close to $1 million in new business by pitching entertainment, technology, and consumer clients.

  • Devised a strategic marketing plan to re-launch several Procter & Gamble brands generating over 157 million earned impressions including Los Angeles Times and on CNN.

  • Oversaw team logistics for national promotion and six-city event series for the new Giorgio Beverly Hills fragrance including marketing and media relations.  Earned media coverage resulted in more than 27 million impressions.

Account Executive, TBWA/Chiat Day

Served as key agency contact for clients at an internationally renowned advertising agency. Managed Nissan, Infiniti, and Conrad Hotels & Hilton accounts.

  • Created effective public relations plans for 50 Infiniti automotive dealerships, with over half of the dealerships voluntarily choosing to implement the plan. Wrote copy and created content for internal and external audiences.

  • Produced successful tastemaker events, sales meetings, press conferences, and product launch events for seven Nissan and Infiniti models, each resulting in high attendance, extensive media coverage and record sales.