Thomas F. O'Toole is the Associate Dean of Executive Programs, and Clinical Professor of Marketing, at the Kellogg School of Management of Northwestern University. He is responsible For Kellogg’s EMBA Degree Program and Global Network of Partner Schools. His teaching focuses on subjects including customer strategy, putting data analytics into business practice, data-driven marketing, digital business models and loyalty programs. O’Toole developed and actively teaches a popular Kellogg MBA and online course on Customer Loyalty Strategy. He teaches 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. He serves on the Board of Directors of Alliant Energy (LNT) and the Corporation for Travel Promotion (Brand USA). Until his retirement at the end of 2016, O'Toole was Chief Marketing Officer of United Airlines and President of its MileagePlus business unit. He joined United as Chief Marketing Officer in 2010. Prior to that, he was the Chief Marketing Officer and Chief Information Officer of Hyatt Hotels Corporation. He joined Hyatt as Vice President, Marketing in 1995.