Association of Change Management Professionals Global Conference

	Heather Powell Vice President, Change Management, Marriott International	James Addison Senior Director, Change Management, Marriott International
Presentation:
Level: Experienced Topic Area: Special Interest, Industry Specific
"Re-Defining Brand through Talent and Culture: The Marriott Change Management Opportunity" In the competitive world of hospitality, hotel companies are increasingly finding the need to differentiate their sub-brands to capture a larger share of discrete market segments. While changes to design, decor and amenities are part of these efforts, a change in service behaviors is critical to forming a unique brand identity and, ultimately achieving guest satisfaction. The Change Management challenge is two-fold: how to motivate the transition to a new service model and how to sustain this change through the creation of a vibrant brand sub-culture. This presentation highlights the key lessons learned from a recent multi-year effort to reposition Marriott International's Renaissance brand into the lifestyle market. The project represents the perfect nexus of Talent Management, Brand Identity and Culture. It tests a fundamental premise of the Marriott Change Management model - that sustainable behavioral change must ultimately be rooted in organizational culture." Key Takeaways: Demonstrate the role of corporate culture in influencing brand identity and customer experience Explore the role of change management in transforming talent to achieve a new sub-culture Understand Marriott's change model, with a focus on culture as the foundation to behavioral change Share lessons learned in building new talent management practices to influence brand sub-culture
Biography:
*Heather Powell:* Heather Powell is Vice President, Change Management for Marriott International, Inc. where she leads the Change Management Center of Excellence for the global enterprise. In this role, she established an internal change management practice, including the development of a change management model, methodology, and global virtual course. She has over 13 years of experience in successfully leading a wide-variety of change programs including a recent global reorganization, the development of sub-cultures for select brands, and implementing system and process changes across disciplines such as HR, Finance, Sales & Marketing, and IR. She also has played the role of HR business partner for Marriott's 17 brands, helping Brand Leaders accomplish their business objectives and drive organizational change. *James Addison:* As a member of Marriott's Change Management Center of Excellence, James Addison has supported a number of global change initiatives ranging from complex system implementations to complete brand transformations. Drawing on 10 years of consulting experience to both the private and public sectors, James developed a unique model for managing change that serves as the foundation for Marriott's change management practice. He was also instrumental in designing a global change management training program to certify Marriott managers in this methodology.
Back to speakers page Back to schedule