Justin Barry shares how creativity and inclusion shape company culture at tms

For tms’ Associate Strategist and RAINBOW Co-lead Justin Barry, creativity and community go hand in hand. Originally from the suburbs of Illinois, Justin moved to Chicago to study at Loyola University. Now, he leads initiatives that help shape the customer experience for McDonald’s – from optimizing menu boards to exploring new retail journeys. That same spirit of innovation and care carries into his work with RAINBOW, tms’ LGBTQ+ Employee Resource Group (ERG).  

“I really want to find ways to innovate what corporate Pride can look like,” Justin shared. His leadership is rooted in empathy, creativity, and a deep commitment to inclusion. 

Read our full conversation with Justin below, where he talks about his favorite RAINBOW moments and how ERGs shape tms’ culture. 

To start things off, tell me a bit about your role as an Associate Strategist?  

On the Strategy team, we follow an 80/20 principle where we try to partner with other teams 20% of the time. For example, I’ve worked a lot with the Global Merchandise Services team helping pitch merchandising products to various companies.

What do you think sets tms apart in terms of company culture?  

I think it’s the company’s drive to grow through evolution and innovation. I think being stuck in your ways or just following a routine can be a huge detriment to an organization, but I don’t ever feel that here.   

Not only are leaders at tms interested in hearing how we can improve or change, but they’re really dedicated to carving out spaces to discover ways to evolve and grow — whether that’s through tech innovation or corporate social responsibility with all the ERGs. I feel like tms is very intentional in making sure that it’s responsive to its employees’ needs, clients’ needs, and also the needs of our local communities.  

Outside of your role as Associate Strategist, you recently became a Co-lead of RAINBOW. What led you to get involved in ERG leadership?  

I think I really gravitated towards this role as a way to give back to the LGBT community, both here at tms and around Chicago. I wanted to find ways to innovate corporate Pride – specifically how we give back through service opportunities and how it can be brought to life in ways that can be both fun and impactful.  

What has been your favorite moment with RAINBOW been so far?  

It was definitely having the Figure 8 Ballroom performers come in for our Pride Celebration this summer. In addition to the incredible performances, the performers shared very personal and vulnerable stories with an audience that might not be as familiar with ballroom, voguing, or that culture in general. It was amazing to see them connect with tms-ers afterwards when so many colleagues approached them for further conversation.   

The tms audience’s energy, participation, and support left me elated, proud, and gave me this overwhelming feeling of joy. I was a slightly nervous that the event was possibly too innovative, but I like to think that when you’re given control of the spotlight, you must shine it as brightly as you can.   

How do you think our ERGs support tms’ unique company culture?  

tms is special because I’m able to show up confidently and authentically in my day-to-day role without any fears, knowing that I’m supported by all my colleagues. I can say with certainty that I wouldn’t feel this way without the ERGs, be it RAINBOW, BOLD, LEAP, GENIE, etc. I know that a lot of foundation building came before me, helping to establish a culture that’s safe, accepting, and welcoming. 

Interested in hearing more from Justin? Read about his recent feature on Ad Age.