Kellogg School of Management
Clinical Professor of Marketing, Senior Fellow

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.

Education 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

Education Academic Positions Other Professional Experience

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