Meaningful progress begins with understanding
Strategic advisory for organizations navigating growth, change, and an evolving digital landscape.
Aligning your organization with the opportunities already within reach.
In moments of change, the instinct is often to add more: more messaging, more platforms, more activity. But doing more isn't always the answer. Sometimes it's about knowing where to focus.
Before choosing new tools or pursuing new opportunities, it's worth understanding what's already working, where things are getting in the way, and what might be possible with a different approach.
I work with leaders to connect the dots across their organization, from how they position themselves and engage customers to how their teams work together and adapt to change.
Sometimes that means refining a brand's direction. Other times, it's recognizing an opportunity in emerging technology, strengthening a partnership, or helping navigate a complex decision.
My role is to bring an outside perspective, identify what matters most, and turn that understanding into a practical path forward.
Visibility and awareness happen differently these days.
As search results turn into answers, organizations need to be easy for both people and AI tools to understand and discover. I help leaders see how their organization is being described and recommended today and where clearer positioning could open new opportunities.
What I Offer:
~ Strategic Advisory
~ Brand Positioning
~ Organizational Alignment
~ AI Readiness & Opportunity Assessments
~ Executive Thought Partnership
Understanding is not the destination.
It's the beginning of every meaningful decision.
Background & Experience
For more than two decades, I've worked where marketing, partnerships, and customer experience overlap, helping organizations strengthen their positioning and build relationships that last.
My career has taken me from destination marketing and cultural tourism to global partnership programs, luxury hospitality, and digital commerce. Along the way, I've held strategic roles with organizations including Travelocity, Travel Portland, San Francisco Travel, and LesConcierges. My work has ranged from developing cultural tourism partnerships to creating international programs and exclusive experiences for high-net-worth clientele.
That range shapes how I consult today. Having worked across so many sides of the visitor and customer experience, I tend to recognize connections and opportunities that aren't always visible from within a single department. I bring that perspective to helping leaders understand what's possible and decide where to focus next.
Flexible by Design
Every engagement is built around your context, goals, and capacity.
Collaborations typically take one of three forms:
Strategic Assessments
High-level strategy analysis designed to clarify positioning, align messaging, and map practical next steps.
Initiatives & Inflection Points
Focused support for launches, transitions, repositioning, or key moments of growth.
Ongoing Strategic Partnership
Longer-term advisory relationships for organizations seeking steady guidance, informed decision-making, and a trusted thought partner.
Who I Work With
I have proven success with organizations that contribute to the joy of discovering experiences and places: hospitality and travel businesses, destination and tourism organizations, mission-driven nonprofits, and the small and mid-sized businesses that give a community its character.
About Me
I've always been drawn to moments of change and the understanding that arrives when you meet them with curiosity rather than hesitation.
Today's rapid technological change presents both opportunity and uncertainty. I'm especially interested in helping organizations navigate these shifts thoughtfully, ensuring that new tools serve people, purpose, and long-term strategy.
My mother's best advice to me was simply: "be bold." It's encouraged me to take pivotal leaps, personally and professionally, including an unforgettable season volunteering as an equestrian safari guide in South Africa.
I live and work in Sonoma County, California, and volunteer with local animal welfare organizations. I bring the same curiosity, care, and commitment to every organization I have the privilege of supporting.
Laurie Lynn Consulting
Helping organizations develop deep understanding, make meaningful decisions, and achieve growth.
Get In Touch
If you're navigating growth, change, or a meaningful decision, I'd love to hear what you're exploring.
Whether the conversation involves AI, brand positioning, organizational alignment, or simply making sense of what's next, let's start there.
I’m also interested in partnerships with technologists, educators, and organizations exploring how new tools can create practical value for the businesses and communities they serve.
If you'd prefer to connect directly, you're welcome to schedule a conversation.
Warmly,
Laurie Lynn Waissman