The primary missions of the Director, Hertz Brand Marketing are:
Facilitate the end-to-end strategy, development & execution of Hertz, Dollar and Thrifty brand campaigns:
- Define strategy aligned to insight and business needs
- Align marketing teams (Brand, Media, Loyalty, Promotions, CRM, Digital, Social, etc.) on campaign needs to support brand building and revenue generation
- Coordinate campaign content across all media, getting input from business stakeholders and synthesizing into a completed plan
- Integrate content creation and distribution across agency, digital team, budget holder, organic social, etc.
- Act as guardian of style and tone in the approval process
- Ensure KPIs are achieved, adjusting the plan as needed based on changing business targets and keep program on budget
- Own and distribute internal campaign updates both within marketing and cross-functionally, as appropriate by audience – calendars, message, flighting, final tracking, reporting, etc.
Manage the relationship between Marketing and internal/external Franchise partners:
- Primary Marketing point-of-contact for internal and external Franchise partners and stakeholders.
- Review and provide feedback on marketing plans/materials to drive consistency with broader Marketing efforts.
- Usage guidelines readily available and frequently updated aligned to campaign materials.
- Frequent updates to the broader group on upcoming campaigns or brand initiatives, including how/where/what can be used by the partners.
- Present at annual conference on brand overview, performance and initiatives.
- Facilitate development of new materials per request of Franchise partners.
Additional responsibilities and core functions include:
- Identify and champion ad hoc projects that will have brand and business impact
- Be responsible for executing and driving to annual financial targets for the Hertz, Dollar and Thrifty brands. Help establish business objectives, strategies, campaigns, and tactics that will successfully meet the financial plan
- Foster consistent brand results measurement, robust industry and brand analytics and a focus on results to continuously improve effectiveness and ROI for the brand
- Stay current on market, competition, and trends including analyzing current marketing tactics, concepts, practices and procedures
- Assist in defining the objective, scope, and prioritization of product initiatives
Key result areas:
- Develop, implement, and measure marketing campaigns to connect with key customer segments and meet revenue targets
Professional Experience:
- 7-10 years of experience in Marketing
- A proven track record in brand management positions, preferably with major brand aligned to campaign management
- Travel Industry experience or CPG experience a plus
Skills:
- Proven track record of ability to solve complex business problems
- Demonstrated ability to work in, across, and with large teams
- Demonstrated project management experience for a broad range of topics and scope, including experience in large scale project management
- Established track-record of influencing stakeholders from other functional areas with limited formal authority
- Strong background in strategic problem solving
- Excellent written and verbal communication skills. Comfort communicating across all levels within the organization
- Effective organization and time management skills with ability to work under pressure and adhere to project deadlines.
- Advanced Microsoft Suite product knowledge (e.g., PowerPoint, Excel)
- Proven verbal and written communication
- Positive attitude
Hertz
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