Lisa Soto's Biography

Photo courtesy of Lisa Soto

Lisa Soto is the Director of Tourism Marketing, Licensing and Public Relations at Empire State Development (ESD). She manages marketing and public relations efforts for the I LOVE NEW YORK tourism program in an effort increase media awareness and coverage of destinations and attractions statewide. Lisa also oversees licensing of the iconic I LOVE NY logo.

In her role, Lisa oversees all media relations, press releases, familiarization tours, media events and public engagements for New York State tourism. She collaborates on division-wide tourism initiatives, strategies and marketing plans, and coordinates with regional Tourism Promotion Agencies, attractions, partners and other State agencies to increase tourism and economic development.

Lisa joined the Division of Tourism in 2011, where she served as the liaison to the Tourism Advisory Council and assisted with the coordination and development of tourism advertising. She was later promoted to Project Manager for Tourism Marketing and Partnerships, where she assumed a larger role in advertising and strategic partnerships. This included the development of a co-branded partnership with Delta Air Lines.

Previously, she worked in the International Division of ESD under James P. Rubin, then-Counselor to Governor Andrew M. Cuomo and former U.S. Assistant Secretary of State. She also was a Special Assistant to Mr. Rubin during Hillary Clinton’s 2008 campaign. In addition, Lisa worked in the NYS Senate, for U.S. Senator Charles E. Schumer and on numerous political campaigns in and around New York City. 

Lisa currently serves on the Transportation Committee of Community Board 11, within which she resides. She was born in the Bronx and raised in Albany.  Lisa has an MA in Urban Studies and Public Policy from CUNY, and a BA in Political Science and Speech Communication from Hofstra University.