Tom McCrary Headshot

Tom McCrary

Managing Partner, Southeast
Matches CEOs with the ideal fractional chief marketing officer to accelerate growth through effective strategy design, implementation and management.

About Tom

Tom is a Chief Outsiders Managing Partner based in Washington, DC. He helps CEOs select the best CMO to guide their 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 also leverages his skills in solving the specific challenges faced by early-stage and growth companies, getting them off to a strong start.

Work Examples

  • Drove $180 million in new deposits within three months by creating the "Take Ten" program for Northeast Savings.
  • Boosted Pro Staff's annual growth by more than 30% while expanding the company from 13 markets to 31 and from 75 branch locations to more than 200.
  • Dramatically increased efficiency of marketing and communications investments by consolidating agencies, recruiting new partners and realigning organization for NRG/Reliant Energy.
  • Increased corporate business share by 50% and weekend business by double-digits at Embassy Suites in in an otherwise flat to declining leisure hotel market. Designed “Source Market” and “Spotlight” models for corporate and leisure hotel customers.
  • Increased hotel financial participation 5X in cooperative marketing programs; pioneered, built and managed Embassy Suites’ first field marketing and sales organization.

Published Works

Experience

  • Senior Marketing Director, NRG/Reliant Energy
  • Vice President, Operations, Marketing and Business Strategy, WhatWorks
  • Vice President, Marketing (CMO), Pro Staff
  • Vice President, Marketing (CMO), Northeast Savings
  • Senior Marketing Director, Embassy Suites Hotel

Education

  • MBA, Fuqua School of Business, Duke University
  • BA, Music, Duke University

Expertise

Industry Experience
Specialties
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