It’s pretty cool to watch the professional advancement of someone who teaches a class on customer loyalty. That’s why we’re interested in a recent announcement from Affinion Group, which specializes in loyalty and customer engagement. It has appointed Thomas F. O’Toole to its Board of Directors.
O’Toole is the 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 focus at Kellogg includes connecting data science to business value creation, data-driven marketing, customer value management, digital business models, and loyalty programs. He developed and teaches the university’s MBA course on customer loyalty strategy. O’Toole also serves as a Senior Advisor for McKinsey and Company.
Todd Siegel, CEO of Affinion Group, says, “Tom is a great addition to our Board. His tremendous loyalty and travel industry experience, insights, and perspective will be invaluable as we continue to grow and expand our loyalty and customer engagement business.”
Prior to Kellogg, O’Toole was Chief Marketing Officer, Senior Vice President, and President of MileagePlus at United Airlines. He was responsible for brand strategy, marketing, product development, e-commerce, digital channels, ancillary revenue, co-brand credit cards, customer data analytics, marketing systems, partnerships, and other functions. MileagePlus was, at the time, the largest travel loyalty program and one of the top-rated frequent flyer programs in the world.
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 is currently a director of Alliant Energy, Extended Stay America, and LSC Communications. He is also a director of Brand USA, a public-private partnership to market travel to the USA.
“I am pleased to join the Board of Affinion Group,” says O’Toole. “Affinion Group’s robust platform, content, delivery systems, and analytics make it a leader in loyalty management and customer engagement. The company’s business potential is compelling. I look forward to contributing to Affinion Group’s vision, strategy, and growth.”