Heather Clarke Email & Phone Number

Memphis, Tennessee, United States

 Continuously analyzed the market, saving Hilton $500K annually by implementing new processes and tools and by bringing development knowledge in house Led optimization specialists in strategizing, planning, and executing optimization tests for specific digital touch points Advised leadership on quarterly and yearly strategic priorities based on digital research Established best practices for measuring and analyzing digital performance and opportunities, promoting the continued adoption of ‘Test & Learn’ approaches

Memphis, Tn

 Grew the optimization testing team by presenting the value of a “Test & Learn” program prior to implementation Saved Hilton over $1M in development expenses through a series of 100+ digital tests per year, highlighting the areas of greatest potential Developed online testing strategies that best met stakeholders’ goals and objectives as well as provided the optimal consumer experience Partnered with cross-discipline teams to leverage behavioral data to improve the digital performance

Memphis, Tennessee

 Effectively managed 65+ optimization tests a year, moving successful tests to permanent implementation on the site Performed extensive analyses on results to identify conversion changes as well as differences by guest segments  Coded small-scale tests onto the production site using the vendor’s self-service tool Led kickoff calls for department leads to inform on the most effective testing methods

Memphis, Tn

 Partnered with brands’ key stakeholders to define strategic initiatives and research needs Performed A/B comparisons on key metrics to emphasize guest satisfaction methodology changes at the enterprise level before implementation Explored and modeled several forecasting methodologies to determine the seasonal changes of our guest satisfaction survey Launched and supported new online social media monitoring solution for internal clients  Created and maintained a development plan with the social media monitoring vendor to manage the application and continuously improve processes

 Managed the online social media monitoring solution, including the quality and integrity of the application as well as the support for our internal clients Delivered comprehensive results detailing trends in volume, usage, and themes Analyzed mid-year completive comparisons of Consumer Hotel Usage and Behavior program results  Provided support for our Satisfaction and Loyalty Tracking (SALT) and Guest Reviews programs Assisted in the development of the text analytics model

 Developed research strategies, including both quantitative and qualitative measures, for the marketing programs Analyzed and implemented a new online survey tool to ensure up-to-date performance Maintained working relationships with marketing departments and outside vendors Developed and presented in depth reports and action plans for marketing departments based on research data

Bachelor Of Arts, Psychology

Ba, Psychology