Amy Heiden
Dynamic global leader with a proven track record in go-to-market strategy, brand launches, and\\ntransformational program execution.
- Role
- Director-global Business Advisory Services at Marriott International
- Location
- Washington, DC, US
- LinkedIn followers
- 500 followers
About Amy Heiden
Dynamic global leader with a proven track record in go-to-market strategy, brand launches, and transformational program execution. Passionate about driving innovation and personalization to elevate customer experiences and accelerate growth. 15+ years of experience leading highperforming, cross-functional teams.
Experience
Director-global Business Advisory Services
Apr 2021 — Present · Bethesda, MD, US
Provided cross-discipline program management, consulting and executive advisory services for high impact initiatives spanning Customer Group and Revenue & Technology Group. Highlights:Brand Growth• Served as Integration Lead across 30+ disciplines for StudioRes, Marriott’s inaugural midscale extended stay product for U.S. and Canada markets.• Partnered with SVPs of Brand, Development and Owner Franchise Services enabling first ground-breaking within 7 months of brand announcement - with 35 pipeline properties (2024).Small & Medium Business (SMB) Strategy• Provided strategic support for 2024 go-to-market of Business Access by Marriott Bonvoy, a leading-edge integrated SMB travel platform. Data Platform Strategy• Advised CIO, and SVP-Strategy, Business Intelligence, and Data Operations, on datagovernance, organizational structure, and operations.• Aligned enterprise for successful marketing pilot, yielding centralized customer contact history and 140% improvement in data quality.Generative AI• Partnered with SVP-Global Innovation and Experience Design and VP-Global Data Strategy to instantiate the GenAI Incubator, execute enterprise use case prioritization, and host the company’s first executive education forum. Loyalty• Program-managed international cobrand credit card initiatives, culminating in launch of the first cobranded hotel credit card in India.• Transformed Marriott’s elite Ambassador Program, driving a 10-point increase in Net Promoter Score by advising Customer Engagement Center and Loyalty leaders on strategic improvements.Personalization• Collaborated with senior leaders devoted to marketing & personalization, driving strategic investments in data, martech, content, and digital.• Spearheaded enterprise localization program, providing in-region marketers with resources to reach local customers. Focused on email execution and chat / SMS channel strategy.• Results delivered more relevant messaging, enabling $170M in revenue (year 3).
Education
Pace Travel School, Austin, TX
Certificate, Travel Planning
1994 — 1994
University of Virginia
B.A.
The University of Texas at Austin
M.A.
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