Women leaders often describe finding themselves at a place where they finally feel they have ‘arrived.’ They’re confident, with a strong network — at the top of their game. That’s when they turn their focus to how they can elevate others, their industries, and their communities. Anne Marie Rogers is at that place, and just loving this phase of her journey.
With almost 30 years at Direct Travel, Rogers was recently promoted to vice president, meetings & events. She is a founding member of the Women In Leadership committee of the Society for Incentive Travel Excellence (SITE), a group whose mission is to advance other women. As a member of the SITE Foundation’s Executive Committee, she also works on programs for the organization’s ‘Young Leaders.’ At home, she volunteers with the University of Minnesota’s children’s hospital.
Women Leaders in Meetings is a Skift Meetings series that celebrates remarkable female leaders who are not only excelling in the meetings and events industry but also championing inclusivity and diversity at the top. We highlight women who are breaking barriers, lifting others as they rise, and leaving a lasting legacy of empowerment. Through this series, we honor the achievements and impact of these inspiring women who are making a difference in the world of meetings and events.
Skift Meetings asked Rogers about her philosophies around motivating her multigenerational team of sourcing managers, tech experts, and meeting planners. She also shared her journey as a SITE leader, and her passion for giving back.
How would you describe your leadership style?
A true leader knows when to get involved and when to be hands-off. Our company president told me once: ‘Hire a great team and then get out of their way.’
When you expect that your team’s going to do great things, they will.
As a leader, what are the challenges that keep you up at night?
Keeping good talent. There are so many options these days, and you want to make sure that your people feel supported, motivated, and inspired.
Everybody works differently. I’ve got the younger ones who want to work at midnight, and then people with young families who are working around those schedules.
I do one-on-ones with people every other week, and we do our team meetings every other week. But it’s really about just listening — listening is so important. I’m just trying to make sure that they have everything they need, because they’re all smart, great people who know their jobs.
In the old days, if anyone thought people were feeling left out, you would just put everyone in the conference room and you’d talk it out. You could have those spontaneous conversations. I think you need to be a lot more intentional these days to make sure your team feels supported and communicated with.
How is your job changing right now?
The polarization and everything going on right now does impact conferences and meetings. It’s been important to reassure clients that we’re managing their budgets and that we’re flexible, and to find a way to still honor all the things that these companies are looking for.
Take sustainability. It comes up all the time now, and we are asked about our sustainability policy. For a program we just did in Ireland, we sourced all local gifts.
You can’t do cut-and-paste programs. They all have to be interesting, exciting, and creative. It keeps you on your toes.
How did you end up leading SITE’s Women in Leadership Committee?
The group started as a more informal gathering of women who wanted to support each other and do projects for women. We were doing some research and podcasts, and then Rhonda Brewer (vice president of sales at Motivation Excellence) asked me if I would take it over.
My favorite thing about Women in Leadership is that our small committee — and now we are building it up to serve the larger SITE community — has focused on women elevating other women. It’s about really listening to what people need and sharing what you need without feeling threatened by being vulnerable. I have found that community to be an amazing group of really strong, powerful women who are so secure that they’re not afraid to ask for or offer help.
Back in the day when I was in my 20s, you would never reach out to people, especially your manager, for help. These women are so ready to share their knowledge, and that inspires me so much.
Can you share your experiences giving back, both to the industry through SITE and as a volunteer helping children with cancer?
I never realized when I started volunteering with SITE’s Young Leaders program how two-way mentorship is; I feel like I’ve learned more than maybe they’ve learned.
I really value that authentic, fresh viewpoint they bring, like asking why we are doing things a certain way. They’re not afraid to shake it up and throw out the big, scary ideas.
I get off those calls thinking, ‘These people are the light of our future. They are the best and the brightest.’
As far as my volunteering, my dad was always very involved with the University of Minnesota. But when I got involved with their children’s hospital, you see how it makes a difference, and how these kids are fighting for their lives. And I realized that what we do there can make a real difference.”