About us

Align Consulting is built on a passion for tourism and a solid foundation of experience in the tourism industry in British Columbia.  It was founded by Krista Morten in 2013 while Liddie Sorensen-Lawrence, Managing Partner, joined in 2018 expanding on the tourism experience while adding expertise in local government and employee engagement. 

 

Our partners are supported by analysts and project managers as needed. In addition, we utilize partnership and sub-contracting relationships to ensure that our clients receive a full range of research services while maintaining our ability to be very price competitive by keeping our overhead costs to a minimum. The small structure of Align Consulting inspires the highest quality, flexible and specialized research, strategy and policy related work for both government and non-government organizations.  

 

We offer a range of services including strategic planning and full research services. We specialize in visitor studies, user satisfaction studies, employee engagement studies, 360° reviews, and citizen satisfaction studies. 

Liddie Sorensen-Lawrence

Liddie is the Managing Partner at Align and brings over 25 years of tourism, marketing and research experience. She has worked with clients from varied industries including Insurance, Finance, Mining, Local Government and Public Relations but she is most recognized for her tourism industry experience. This is based on both working at Destination BC and being a supplier to a range of tourism clients from municipal DMOs, to sectors, to Destination Canada.  Her core research practice areas include visitor studies, sector evaluation, employee engagement studies, 360° reviews, citizen satisfaction studies for local government, marketing evaluation, and customer satisfaction evaluations. Her experience spans both qualitative and quantitative research projects.

 

Liddie earned her MBA from Queen’s University and a Bachelor of Commerce from the University of Victoria. In addition, she has a specialization Certificate in Local Government Management, is a Burke Institute-trained moderator, and is a Certified Analytics and Insights Professional (CAIP).

 

Krista Morten

As the Founding Partner of Align Consulting Group, Krista is a seasoned tourism industry professional in British Columbia. Krista brings more than 25 years of research, strategy, business planning and project management experience with all levels of government and non-profit organizations. Krista has proven expertise in developing an understanding client needs and ensuring those needs are met through actionable research and responsive recommendations.

 

Krista holds a Master of Science in the College of Forestry with an emphasis Recreation and Tourism from the University of Idaho and a Bachelor of Science in Biology with an emphasis Ecology from the University of British Columbia.

Sandra curiel

Sandra brings over 18 years of applied  experience in both quantitative and qualitative research to the team. Her expertise includes visitor satisfaction studies, customer experience and stakeholder satisfaction studies, brand and advertising awareness tracking, product/concept development and testing, public opinion surveys, employee engagement. 

 

Sandra's professional experience has spanned the globe culminating in consulting with ACG for the last five years. She and Liddie have worked together for several years prior to ACG and make an effective team. 

 

Sandra holds a Bachelor in Business Administration from Panamerican University. 

You will find the latest information about us on this page. Our company is constantly evolving and growing. We provide wide range of services. Our mission is to provide best solution that helps everyone. If you want to contact us, please fill the contact form on our website. We look forward to working with you!