Just a guess, switch bad and with no heat in the wheel, I'd fix the switch first as there is logic that when the switch has been on the
30 minutes it will shut off the heat and memory is retained when car shut off. Might want to disconnect the battery for a period of time
and that may restart the memory, meaning that the switch, if bad, should still be on, but heat would be in the wheel.
If still no heat, possible clock-spring.