Tina Beaty

SHRM's Chief Marketing & Experience Officer

Tina Beaty

Tina Beaty changes the way people think, feel, and believe. Using integrated communications strategy and omni-channel execution, based on research and audience insights, she leads her team to change global behaviors.

She has launched products, shaped public opinion, introduced consumer awareness campaigns, and now works to shape the world of work. Why? Because most adults spend most of their waking hours at work and it should be an innovative, safe, fulfilling place to be.

As Chief Marketing & Experience Officer for SHRM, Beaty is responsible for the brand strategy, creative content planning, event experience, audience-centric approach across 7 segments, corporate communications, the management of SHRM's global B2B and B2C marketing execution, and the SHRM Speaker Bureau. As a change agent, Beaty has ushered in a six-part audience-centric model designing the marketing strategy for membership, products, and e-commerce solution sets while facilitating innovation in the martech stack and building out ABM capes. She was a main architect on the product development and go-to-market strategy for the new SHRM Executive Network targeting senior HR and business leaders maximizing the human capital in their companies at the enterprise and mid-market level. Prior to SHRM, her leadership of an integrated communications campaign for the Indexed Annuities Leadership Council helped changed perceptions of fixed indexed annuities, leading to a 30% increase in industry sales. She led Welch’s mealtime research PR campaign, shifting brand voice; counseled government clients in reaching a consumer audience through earned media; and placed executives, such as Carly Fiorina, on a national stage. Her storytelling has landed clients in The Washington Post, on Bloomberg, and the TODAY Show - just to name a few.

Additionally, Tina is an advisory board member for Miami University's (OH) journalism and communication school and is a president emeritus for Washington Women in PR. Previously, she was named to PR News’ Top Women in PR.

She is a 3x mommy-ninja as well as a real-life ninja, holding a black belt in Tae Kwon Do.