Tom O'Toole
Brand USA Board Member
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Thomas F. O’Toole is Senior Fellow and Clinical Professor of Marketing in the Kellogg School of Management at Northwestern University.  At Kellogg, he is engaged in advancing subjects including digital enterprise transformation, marketing analytics, customer engagement, growth strategy, and the restructuring of marketing.  He also serves as a Senior Advisor with McKinsey & Company.

Until his retirement in late 2016, Mr. 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 and Senior Vice President in early 2010.

Prior to United, Mr. O’Toole was Chief Marketing Officer and Chief Information Officer for Hyatt Hotels Corporation.  During his 13 years at Hyatt, he was responsible for brand strategy, marketing, loyalty, distribution, information technology, and related functions worldwide.

Mr. O’Toole serves on the board of directors of Alliant Energy (LNT), an S&P 500 company providing electricity, natural gas and renewable energy; and LSC Communications (LKSD), a global leader in printing, retail supply chain, and related digital technologies.  Additionally, he serves on the boards of the CSU Foundation, Chicago Symphony Orchestra, Windows on the World Communication, and the Big Shoulders Fund of Chicago.

Mr. O’Toole earned the master of applied communication theory and methodology, and the bachelor of arts in communication research, from Cleveland State University.

Tom O'Toole
Brand USA Board Member

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past five years Brand USA's marketing initiatives have helped welcome 5.4 million incremental visitors to the USA, benefiting the U.S. economy with more than $38 billion in total economic impact and supporting, on average, more than 51,000 incremental jobs a year.

For industry or partner information about Brand USA, visit To discover more about the USA and the boundless diversity of American travel experiences and authentic, rich culture, please visit Brand USA’s consumer website and follow Visit The USA on Facebook, Twitter, and Instagram.