Thomas F. O'Toole is Executive Director of the Program for Data Analytics at Kellogg, and Clinical Professor of Marketing, at the Kellogg School of Management of Northwestern University. His work, teaching and research at Kellogg focuses on subjects including: connecting data science to business value creation, data-driven marketing, customer value management, digital business models, the emergent structure of marketing and loyalty programs. He developed and teaches a new MBA course on Customer Loyalty strategy. Additionally, he teaches many C-level Executive Education programs, including: Leading with Big Data and Analytics, Advanced Marketing Management, The CMO Program and The Customer-Focused Organization. He is the author of "Branding Services in the Digital Era" in Kellogg on Branding in a Hyper-Connected World (Wiley, 2019).
O'Toole is a Senior Advisor at McKinsey and Company. For McKinsey, he provides strategic guidance to clients in the Travel, Transportation and Logistics and other business sectors (e.g., energy, retail) on enterprise data analytics, revenue strategy, customer value management, digital enterprise transformation, loyalty programs and related subjects.
O'Toole currently serves on the Board of Directors of three public companies: Alliant Energy (LNT), an S&P 500 company providing electricity, natural gas, renewable energy and logistics services through its production, distribution, transportation and related businesses; Extended Stay America (STAY), the largest integrated hotel owner/operator in North America, and the leading brand in the mid-priced extended stay segment, with over 600 hotels; and LSC Communications (LKSD), the largest provider of printing, publishing logistics, office products and related services. 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.
Until his retirement at the end of 2016, O'Toole was Chief Marketing Officer, Senior Vice President and President, MileagePlus of United Airlines. At United, he was responsible for brand strategy, marketing, product development, ecommerce, digital channels, ancillary revenue, co-brand credit cards, customer data analytics, marketing systems, partnerships and other functions, including United's MileagePlus loyalty program. MileagePlus was, at the time, the largest travel loyalty program, and top-rated frequent flyer program, in the world. 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 over 13 years was responsible for Hyatt's marketing, loyalty program, distribution, information technology and related functions worldwide. 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, data-driven marketing and related subjects. In 1998, he was named to the Advertising Age "Marketing 100".
O'Toole is active in civic, charitable, educational and philanthropic endeavors. He currently serves on the Boards of the CSU Foundation 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.
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Previously Named: Leading with Big Data and Analytics
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