Tina McCormack Beaty

About Tina McCormack Beaty

Tina Beaty transforms how people think, feel, and act. Leveraging a data-driven, integrated communications strategy—spanning earned media, social platforms, digital, and paid media—Tina and her team drive behavior change by targeting their audience with precision and impact.Tina has a knack for diagnosing communication challenges and connecting the dots to overarching business objectives before crafting and executing cohesive, results-oriented plans.As Chief Brand & Marketing Officer at SHRM, the world’s largest business association focused on workplace dynamics, Tina has been instrumental in the organization\'s brand evolution and digital transformation. SHRM serves more than members, representing 95% of the Fortune 500, all united in advancing workplace policies that foster environments where both employees and employers can thrive. Under Tina’s leadership, SHRM’s brand valuation has soared by 81.43%, and revenues have grown by 112.4% between 2019 and 2024.Before SHRM, Tina launched industry-shaping products, shifted public opinion, and drove consumer awareness with high-impact campaigns. Her leadership of an integrated communications effort for the Indexed Annuities Leadership Council directly contributed to a 30% surge in industry sales. She spearheaded brand repositioning for Welch’s through mealtime research, advised government agencies like FHFA’s HARP program on engaging consumers, and placed prominent executives—such as Carly Fiorina—on national stages. Tina’s compelling storytelling has earned clients features in O, The Oprah Magazine, The Washington Post, Bloomberg, and on The TODAY Show.Tina is a past president of Washington Women in PR and was named one of PR News\' Top Women in PR in 2014. She is a wife, mommy-ninja 3x, and a real-life ninja, holding a black belt in Tae Kwon Do.

Experience

1. Chief Brand & Marketing Officer

   SHRM

   Jun 2023 — Present · Washington, DC, US

Education

• Miami University

  BS, Communications

Skills

• Public Relations
• Strategic Planning
• Branding Development
• Media Relations
• Client Management
• Event Planning
• Campaign Strategy
• Marketing Communications
• Social Media
• Guerrilla Marketing
• Event Management
• Strategic Communications
• Brand Development
• Account Management
• Communications Strategy
• Integrated Campaign Development
• Marketing
• Social Media Marketing
• Crm
• Press Releases
• Integrated Marketing
• Internal Communications
• Message Development
• Strategic Partnerships
• Digital Media
• Sponsorship
• Strategy
• Political Campaigns