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Chief Marketing Officer
Travel Wisconsin
Shane Brossard

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Travel Wisconsin Chief Marketing Officer Shane Brossard leads the development and execution of strategic marketing plans with a data-driven integrated marketing approach.  

Brossard joined the Travel Wisconsin team in 2012 as a Web and Interactive Project Manager. After three years growing Travel Wisconsin’s web presence and digital expertise, Brossard was promoted to Director of Marketing and a subsequent restructure expanded his role to Chief Marketing Officer. 

In his current role, Brossard aligns department staff, advertising agency partners and tourism industry stakeholders to elevate the Wisconsin brand and increase visits to Wisconsin, driving economic impact and creating jobs across the state. Since Brossard began leading Travel Wisconsin’s campaigns in 2015, tourism’s economic impact has grown by $2.9 billion, resulting in Wisconsin tourism’s best year on record in 2019. Brossard has led 23 integrated Travel Wisconsin campaigns and has directed campaigns featuring Wisconsin celebrities including Donald Driver, Jordy Nelson and Bo Ryan. Many campaigns garnered national awards including “Best of Show” for an experiential marketing execution, Lambeau Field Supper Club, at the annual United Adworkers 2017 Milwaukee 99 Awards.   

As a natural leader and forward-thinking marketer, Brossard has built a team to take Travel Wisconsin’s marketing and advertising program to the next level. Brossard has helped grow web traffic from 2 million visitors a year to more than 10 million, making Wisconsin a top 5 state for tourism website traffic.  

Brossard has worked under two Governors and three Secretaries of Tourism during his ten years in tourism. 

A Wisconsin native, Brossard studied marketing and advertising at Northern Michigan University and the University of Wisconsin – Whitewater. When not marketing Wisconsin as a leading travel destination, Brossard can be found at his favorite fishing hole, golfing one of Wisconsin’s premier courses or cheering on his kids during the current season’s sporting events.