Toby O’Rourke is the President and CEO of Kampgrounds of America, Inc., the world’s largest system of private campgrounds and leader in outdoor hospitality. In this capacity she oversees the programs, services and marketing that supports the brand’s 515+ franchised and company-owned locations across North America.
O’Rourke was promoted to the position of President in 2018, and was named President and CEO of KOA in March 2019. She first joined KOA in 2011 as the company’s digital marketing director where she was charged with progressing KOAs approach to online advertising, mobile delivery and social media. She advanced to Sr. Vice President of Marketing where she drove the launch of KOAs first integrated advertising and public relations campaign and was instrumental in the development of KOAs brand segmentation that has realigned their portfolio based on guest experience. Prior to becoming President, she served in the role of Chief Franchise Operations Officer overseeing franchise operations and technology.
Toby’s work at KOA is strengthened by a background in brand management, software development and consulting. She began her career as a programmer and then worked in business and technology consulting in Chicago for Deloitte and STA Group. She transitioned to a marketing career following graduate school and served in brand and digital marketing roles for Sara Lee Corporation in Downers Grove, Illinois, and Whitewave Foods in Broomfiled, Colorado.
Toby has a Master of Business Administration degree from the Kellogg School of Management at Northwestern University and a Bachelor of Arts degree from the University of Notre Dame. In 2017 she was named to the Forty Under 40 marketer list by Advertising Age magazine.
A mother of two young children and native Montanan, Toby is passionate about engaging families in the outdoors. She and her family enjoy hiking, fishing, visiting national parks — and of course camping.