Otoole_Thomas 04172017
Thomas O'Toole

Clinical Professor of Marketing
Senior Fellow

Print Overview

Thomas F. O'Toole is Clinical Professor of Marketing and Senior Fellow at the Kellogg School of Management of Northwestern University. At Kellogg, he is engaged in advancing the development, practice and teaching of subjects including: the development and use of data analytics for business advancement, digital enterprise transformation, the emergent structure of marketing and customer loyalty. His recent teaching includes: Big Data and Analytics, Delivering Business Growth, The Customer-Focused Organization: Leading Transformation in the Digital Age and The CMO Program. He is currently developing a new MBA course on Customer Loyalty.

O'Toole serves as a Senior Advisor at McKinsey and Company. At McKinsey, he provides strategic guidance to clients in the Travel, Transportation and Logistics and other business sectors (e.g., retail) and advances practice development for marketing effectiveness, customer loyalty, digital business transformation, enterprise data analytics and related subjects.

Until his retirement in late 2016, O'Toole was Chief Marketing Officer, Senior Vice President and President, MileagePlus of United Airlines. At United, he was responsible for all brand strategy, marketing, product development, digital channels, ancillary revenue, loyalty, co-brand credit cards, customer data analytics, marketing systems, partnerships and onboard media. He joined United as Chief Marketing Officer in 2010.

Before United, O'Toole was Chief Marketing Officer and Chief Information Officer for Hyatt Hotels Corporation, where he was responsible for Hyatt's marketing, loyalty program, distribution, information technology and related functions worldwide. He was the first and, at the time, only person in the world to hold the CMO and CIO positions simultaneously for a major global corporation. He joined Hyatt as Vice President of Marketing in 1995.

O'Toole's career has spanned an exceptionally broad range of C-level executive positions, business accomplishments and marketing disciplines. He is a frequently invited speaker at conferences and programs on leading edge marketing practices, current marketing developments, digital marketing transformation, the intersection of marketing and technology, and customer analytics. In 1998, he was named to the Advertising Age "Marketing 100".

O'Toole currently serves on the Board of Directors of Alliant Energy (NYSE: LNT), an S&P 500 company providing electricity, natural gas and renewable energy, and LSC Communications (NYSE: LSC), a global leader in printing, retail supply chain and related digital technologies. In 2016, he was appointed by the US Secretary of Commerce to, and currently serves on, the Board of Directors of the Corporation for Travel Promotion (dba Brand USA), the nation's public-private enterprise to promote travel to the USA. He previously served on the Board of Pegasus Solutions, the world's largest processor of electronic hotel transactions, and was a founding director of Travelweb, the online travel venture of several major hotel chains, that was acquired by Priceline.

O'Toole is active in civic, charitable, educational and philanthropic endeavors. He currently serves on the Boards of the CSU Foundation, Chicago Symphony Orchestra, Windows on the World Communication (WTTW/WFMT) and the Big Shoulders Fund of Chicago.

O'Toole holds the degrees of Master of Applied Communication Theory and Methodology and Bachelor of Arts with concentration in communication research from the Cleveland State University. In 2013, he was named the Distinguished Alumnus of the College of Liberal Arts and Social Sciences there.

Print Vita
B.A., 1979, Communication, Cleveland State University
M.A., 1987, Applied Communication Theory and Methodology, Cleveland State University

Academic Positions
Senior Fellow and Clinical Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2016-present
Senior Fellow and Adjunct Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2016-2016

Other Professional Experience
Chief Marketing Officer and Senior Vice President, United Airlines, 2015-2016
President, United Airlines, 2012-2016
Senior Vice President, United Airlines, 2012-2015
Chief Operating Officer and Senior Vice President, United Airlines, 2010-2012
Chief Marketing Officer and Senior Vice President, United Airlines, 2010-2010
Advisor, Diamond Management and Technology Consultants, 2009-2010
Chief Marketing Officer, Global Hyatt Corporation, 2006-2008
Chief Information Officer, Global Hyatt Corporation, 2006-2008
Senior Vice President, Global Hyatt Corporation, 2003-2006
Senior Vice President, Hyatt Hotels Corporation, 2000-2003
Senior Vice President, Hyatt Hotels Corporation, 1998-2000
Vice President, Hyatt Hotels Corporation, 1995-1998
Vice President, Renaissance Hotels International, 1933-1995
Senior Director, Stouffer Hotel Company, 1992-1993
Director, Stouffer Hotel Company, 1989-1992
Vice President and Account Group Supervisor, Wyse Advertising, 1988-1989
Account Supervisor, Wyse Advertising, 1986-1988
Account Executive, Wyse Advertising, 1984-1986
Senior Project Director, Wyse Advertising, 1983-1984
Project Director, Wyse Advertising, 1982-1983
Marketing Analyst, Wyse Advertising, 1981-1982
Junior Marketing Analyst, Wyse Advertising, 1981-1981

Print Research

Print Teaching
Full-Time / Evening & Weekend MBA
Customer Loyalty (MKTG-948-5)
Customer loyalty is a subject of enduring importance to the study and practice of marketing. It is foundational to value creation by a wide and growing range of enterprises. This course will provide a comprehensive framework for conceptualizing customer loyalty, a structured approach to the development of customer loyalty strategies and practical guidance for the development and execution of customer loyalty programs and marketing activities. Subjects to be covered include: definitions of customer loyalty, metrics and performance measurement, drivers of customer loyalty, differentiated customer recognition and the design of customer loyalty programs. Additionally, this course will explore new models for customer loyalty in the digital era.