As Vice President of Marketing for SHRM, Beaty is responsible for marketing strategy, creative content marketing planning and management of SHRM’s global B2B and B2C marketing and customer experience activities. Serving as a change agent to two departments, Beaty has ushered in an audience-centric model for six audiences and SHRM’s solution set, sets the marketing strategy, facilitates innovation in the martech stack, and is currently building out ABM capes. Additionally, she was a main architect on the product development and got-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. 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 mommy-ninja as well as a real-life ninja, holding a black belt in Tae Kwon Do.