Board Of Directors

Tom O'Toole

Brand USA Board Member

Thomas F. O’Toole is the executive director of the Program for Data Analytics at Kellogg School of Management at Northwestern University and Clinical Professor of Marketing at Kellogg. 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 and 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 also serves on the board of directors of Alliant Energy (LNT), an S&P 500 company providing electricity, natural gas and renewable energy; LSC Communications (LKSD), a global leader in printing, retail supply chain, and related digital technologies; and Affinion Group, a global leader in loyalty and customer engagement. 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.