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Team & Leadership

Committed to Serving California Tourism

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Leadership & Staff

Leadership

Caroline Beteta
President & CEO
Caroline Beteta

Caroline Beteta serves as president & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination to increase the state’s share of tourism-related revenues. She simultaneously serves as a strategic advisor for the Governor’s Office of Business & Economic Development (GO-Biz). Beteta is responsible for implementing Visit California’s global marketing program on behalf of the organization’s 21,000 investors and serves as the lead spokesperson for California’s travel industry. In her tenure, she has overseen a decade of growth for California’s travel industry, peaking in 2019 with a record $144.9 billion in economic benefit to the state. She has shepherded the growth of Visit California into a global marketing franchise and helped restore travel and tourism following numerous natural and economic crises.

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Matthew Sabbatini
Chief Operating Officer
Matthew Sabbatini

Matthew Sabbatini is the chief operating officer for Visit California. Since stepping into the COO role in 2015, he has successfully scaled the organization as its budget more than doubled to $131 million while keeping operational costs at less than half the national average for nonprofits. He oversees finance, human resources, information technology, assessment revenue and California Welcome Centers, as well as financial and accounting policies, technology systems, personnel and organizational controls. Matt has continued the organization’s 24-year string of unqualified financial audits.

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Ryan Becker
Vice President of Communications
Ryan Becker

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.

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Lynn Carpenter
Vice President of Marketing
Lynn Carpenter

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.

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Leona Reed
Associate Vice President of Global Marketing
Leona Reed

Leona Reed serves as the Associate Vice President of Global Marketing for Visit California. She leads the international marketing team and oversees brand advertising, cooperative marketing, digital content, travel trade and public relations initiatives for Visit California’s 13 target international markets: China, United Kingdom, Canada, Mexico, Australia, Brazil, Japan, Germany, France, South Korea, Italy, Scandinavia and India.

Marketing


Operations


Communications


Assessment