Executive Profile
Name: RaeAnn Thomas
Title: Destination Sales and Marketing Manager
Organization, Visit Manitowoc
Location: Manitowoc, Wisconsin
Birthplace: Two Rivers, Wisconsin
Career History:
•U.S. Army National Guard, petroleum supply specialist, 1998–2006
•Americollect, senior collector, 2004– 2008
•SEEK Careers/Staffing, business development partner/staffing consultant, 2008–2016
•IQ Resource Group, account executive, 2016–2019
•Manitowoc Visitor and Convention Bureau, sales manager, 2019–2022
•Visit Manitowoc, destination sales and marketing manager, 2022–present
RaeAnn Thomas hasn’t strayed far from home — in fact, she lives in the house where she grew up.
Thomas was born and raised in Two Rivers, Wisconsin, just a short drive from Manitowoc, where she is the destination sales and marketing manager for Visit Manitowoc. She’s been married to her husband, Jim, for 22years, and they have three children.
Thomas didn’t start her career in tourism. Growing up, she always wanted to work in law enforcement.Thomas spent eight years in Milwaukee, serving in the United States Army National Guard as a petroleum supply specialist.
By the time she left the military, her dreams of being a police officer had faded, and she returned toManitowoc, launching a career as a business development partner and staffing consultant. In that role, she handled recruitment and honed her expertise in sales. It was then that she became involved with the chamber of commerce, which eventually changed the trajectory of her career.
“I became part of our local chamber, and within that, I became an ambassador,” she said. “That was in 2005, and that was the opportunity that led me to the tourism industry.”
Thomas continued to work in staffing. Meanwhile, in 2021, the city relaunched its convention and visitors bureau as Visit Manitowoc, and Thomas got an opportunity to join the organization to help build the new brand.
“It’s been quite a roller coaster, but sales has always been my passion, and this is a completely different way of selling,” she said. “Coming from a competitive sales market to what I call a fun sales job, it’s really nice that everyone works closely together, and it’s not competitive. The tourism industry is like nothing else.”
As destination sales and marketing manager, she oversees meeting and conference groups, tour groups, sporting tournaments and other events happening in Manitowoc. Thomas’ outgoing personality made her a great fit for her role at Visit Manitowoc.
“I’ve always very much been a people person and a social butterfly, so sales has always come very naturally,”she said. “I kind of knew that was where I was meant to be, but it was realizing that I didn’t have to be a police officer to give back to my community. You can be in a sales position to give back to your community, too.”
With her strong background in sales and customer service, Thomas was chosen over other applicants for the role in spite of the fact she had never worked in tourism. Thomas says the organization took a chance on her, and she has worked hard to prove that decision was worthwhile.
“In the first year, I really exceeded the expectations of growth and economic impact that my sales efforts were having within our community,” she said. “It’s the best job a person could ask for.”
Thomas said that people interested in working in a similar role should focus on being good communicators and being involved in the community they’re representing.
“Communication skills are key — listen to what people are looking for and be honest,” she said. “Some sales and marketing knowledge is helpful, but you have to know everything your community has to offer and have a passion for your community.”
Tips from RaeAnn Thomas
• Take advantage of marketing grants. Some DMOs can help offset event marketing costs.
• Take advantage of DMO services. We provide hands-on support.
• Tap into unique venues. Manitowoc offers venues perfect for receptions, breakouts or off-site experiences.
