Hilary Cook, VP, Marketing Personalization and Audiences for Marriott International is an experienced data-driven marketer with a passion for creating exceptional customer experiences. With 18 years of expertise in the field, Hilary has a unique ability to harmonize complex data, marketing technologies, and strategies to deliver the best possible outcomes. As a global leader of a team specializing in audience targeting, orchestrated journeys, and outbound communication channels, and a self-proclaimed nerd, she is constantly seeking new ways to create meaningful interactions that resonate with customers and stay ahead of the curve in the ever-evolving world of data-driven marketing. Hilary is also committed to promoting digital literacy and supporting the advancement of women in technology and has served on the Board of Big Brothers Big Sisters Lone Star and Sweet Briar College’s Women in STEM initiative.
AKA What is actually working in marketing today? Modern marketing fuses artistry and analytics. Data provides actionable insights, informing targeted, personalized campaigns, while creativity ensures emotional resonance…but great brands are not built on data strategies. How do you ensure art comes into play for the customer? What does this mean for creative development? Authenticity & reputation (eg Target’s recent). Brand vs Performance? How do you change the world?