Executive Team

President & Chief Executive Officer

Caroline Beteta serves as president & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination and to increase the state’s share of tourism-related revenues.

Caroline recently finished a term as chair of the board of Brand USA, where she provided strategic direction for the $200 million global program. Before that, she served two years as vice chair of Operations. During a two-year term as national chair of the U.S. Travel Association, she guided the successful merger of the Travel Industry Association with the Travel Business Roundtable (to form the U.S. Travel Association). Additionally, she has received numerous awards for her creative work and leadership in the travel industry, including 2009 State Tourism Director of the Year and the Robert Mondavi Wine & Food Award in 2013.

Caroline simultaneously serves as the director of tourism in California’s Governor’s Office of Business & Economic Development (GO-Biz). In her dual capacity, she is responsible for implementing Visit California’s $100 million global marketing program and serves as the lead spokesperson for California’s $122.5 billion travel industry. Caroline has shepherded the growth of Visit California into a global marketing franchise whose brand advertising alone generated incremental visitor spending returns of more than $8.5 billion in 2014. Under her leadership, California’s share of U.S. domestic travel has grown by more than 1 percent, bringing tens of millions of additional visitors to the state every year.

Caroline holds a bachelor’s degree in International Relations from the University of California at Los Angeles. She obtained a master’s degree in Public Administration/Intergovernmental Affairs from the University of Southern California. She has also completed the Stanford Graduate School of Business Executive Marketing Management Program.

Chief Operating Officer

Matthew Sabbatini is chief operating officer for Visit California. He oversees the Finance, Human Resources, Information Technology, Assessment Revenue and California Welcome Centers in managing the organization’s $116 million budget, as well as financial and accounting policies, technology systems, personnel and organizational controls.

With more than 12 years of experience at Visit California working to create an efficient global operating infrastructure to support Visit California’s mission, Matt has led the charge on cost effective and innovative operational tools to scale Visit California’s international program of work including the Dream Big operations activation plan. He previously served as Vice President of Operations, Senior Director of Finance, Human Resources and Information Technology and also as Operations manager and Commission liaison, managing all aspects of the organization's operational systems, while acting as a direct liaison with Visit California’s 37 board members and numerous committees.

Matt has more than 20 years of operations and executive experience and is the recipient of the 2011 Business Journal's CFO of the Year Award.

He started his career gaining insights into effective management, cross-functional communications and the relationship between IT and business working in dynamic front-line roles at ACT Test, Victor Community Support Services and Diamond of California. He built an early “can-do” outlook as IT manager at venture capital start-up Delta Venture Partners, rolling up his sleeves to develop IT infrastructure, manage health benefits and oversee payroll functions.

A California native and Auburn resident, Matt and his family enjoy the state’s abundance and love to travel.


Vice President of Communications

Ryan Becker is the vice president of Communications for Visit California. He leads the team responsible for developing communications strategies that promote Visit California’s mission to cultivate demand for the California brand. These strategies encompass corporate communications, media relations, industry relations and public affairs initiatives.

Ryan has worked at Visit California since 2012. He has more than 10 years of media experience, primarily as a newspaper editor. He holds a bachelor’s degree in journalism from Cal Poly San Luis Obispo.

A California native, Ryan enjoys the state’s active lifestyle. He seizes every opportunity to snowboard in the Sierra or SCUBA dive along California’s spectacular coastline. He lives in Sacramento with his family.


Vice President of Marketing

Lynn Carpenter is vice president of Marketing for Visit California. Lynn oversees all of Visit California’s marketing, including advertising, cooperative promotions, travel trade, web and interactive, and publications.

Lynn steers a marketing budget that has grown from $6 million in 2006 to $100 million today. Under her leadership, Visit California has marketed the state as a place of abundance and opportunity. Lynn has added international offices in China, Mexico, and South Korea – among others – to Visit California’s portfolio, spreading the state’s brand around the globe in an effort to grow California’s share of tourism revenues.

Lynn has more than 20 years of professional marketing experience and extensive knowledge of online technology promotions and brand development. She began her career in the technology industry, serving as Vice President of Marketing at Netscape Communications and AOL Time Warner. She crossed the threshold into the travel industry as Executive Director of Marketing and Sales for Mammoth Mountain Resort.

She is currently a resident of Loomis, where she lives with her husband and two children. They enjoy spending their time in the outdoors. 



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