Tom McCrary has guided numerous companies' marketing strategies, processes and execution, from branding and positioning to organizational transformation. An experienced hand in the consumer products/services, professional/financial services, hospitality, travel and energy industries, McCrary has also leveraged his skills in solving the specific challenges faced by early-stage and growth companies.
As Senior Director, Brand Marketing and Creative Services at NRG/Reliant Energy, McCrary consolidated agencies and recruited new partners in brand/mass advertising, Interactive, CRM/direct marketing and public relations, significantly increasing brand consistency and efficiency of marketing and communications programs. He restructured the company-wide review process to ensure brand-consistent communications and improve organizational alignment. McCrary upgraded analytics to evaluate market effectiveness on the Designated Market Area (DMA) level, resulting in more efficient use of media dollars and the identification of new market opportunities.
In a preceding stint as Vice President, Operations, Marketing and Business Strategy at WhatWorks, McCrary was responsible for the operations of the company's Business Accelerator program, giving him a wealth of experience in dealing with the needs of startups and young businesses. He also spearheaded business/marketing plans for a variety of partner companies, 80% of which are still in business.
In the latter half of the 1990s, McCrary realized many "firsts" as Vice President of Marketing for Pro Staff. He orchestrated the company's first company-wide positioning and branding effort, directing efforts that led to annual growth of more than 30%. He also expanded the company from 13 markets to 31 and from 75 branch locations to more than 200. McCrary Introduced the first-ever system-wide Workforce brand campaign, making full use of television, radio, print, outdoor and targeted direct mail to increase the company's pool of prospective employees.
Prior to his post at Pro Staff, McCrary leveraged his market research and customer insights at Northeast Savings. One of his most innovative achievements involved the creation of the financial company's “Take Ten” program, highlighted in USA Today as the first product of its kind. This program succeeded in garnering $180 million in new deposits within its first three months.
McCrary launched his marketing career in the 1980s, working with such notable brands as Frito Lay and Tony Roma's Restaurants before becoming Senior Marketing Director at Embassy Suites Hotels. While at Embassy Suites, McCrary designed “Source Market” and “Spotlight” models for corporate and leisure hotel customers respectively, resulting in 50% incremental increases in corporate business share and double-digit increases in weekend business in an otherwise flat to declining leisure hotel market. He also pioneered, built and managed Embassy Suites’ first field marketing and sales organization, increasing hotel financial participation 5X in cooperative marketing programs.
McCrary earned both his BA degree in Music and his MBA degree in Marketing, Strategy and General Business from Duke University, the latter from Duke’s Fuqua School of Business.