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The Hertz Corporation Senior Director Value Added Services Marketing in Estero, Florida

General Responsibilities

The primary missions of the Senior Director Value Added Services Marketing function are:

  • Design and implement new products and value-added services across entire customer journey for each of Hertz, Dollar, and Thrifty. Work collaboratively across the entire Hertz organization to ensure we are offering the right products and the right time to our consumers

  • Collaborate with the Value Added Services (VAS) Operations team to solicit continuous feedback on current and future merchandising efforts, launch products, and monitor the success (e.g., penetration, profitability, overall revenue growth) of these products

  • Host SMAC (Sales and Marketing Advisory Council) with Operations to solicit formal and informal feedback from our best customer services representatives on how to make VAS more “sellable”

  • Create, develop, launch and manage relevant, sound and consistent online and offline merchandising strategies for VAS revenue products in the Hertz, Dollar, and Thrifty portfolios

  • Lead a team of5-7marketing professionals that oversee end to end promotion of VAS products and services: vehicle upgrades, coverage products, in-car products, fuel products, convenience products, drive eligibility fees, and deviation of service fees (over $1.1B in revenue in 2018)

  • Manage the product, price, promotion, and distribution of all Value Added Services across Hertz, Dollar, and Thrifty

  • In collaboration with the E-commerce team, develop the digital merchandising strategy for the company to shift revenue attachment from the counter (people-driven) to earlier customer touch-points within the digital space (e.g., website, mobile, email and subscription / loyalty)

  • In concert with VAS Operations team in North America, assist the Global Value Added Services team with product innovation and customer value analyses to drive VAS revenue globally

Mandatory Requirements

Additional responsibilities and core functions include:

  • Be responsible for executing and driving to annual financial targets for Value Added Services across all brands. Help establish business objectives, strategies, campaigns, and tactics that will successfully meet the financial plan

  • Assist Operations and Marketing teams with developing compelling collateral and sales tools to be used in the field and online

  • Distill the essence of each product into 2-3 product benefits that can be easily communicated by our agents to our customers

  • Manage the execution of all merchandising (offline and online) across VAS product categories

  • Optimize the digital merchandising of the current portfolio of 20 products by brand and loyalty tier thus driving higher penetration digitally, based on the consumer’s decision journey and key moments of truth

  • Create cohesive promotional strategies aligned to our brand strategies

  • Work collaboratively across the enterprise to monetize additional product attributes (e.g., drop-off flexibility, unlimited mileage) previously bundled within Hertz core revenues (e.g., Time & Mileage) and offer them digitally to consumers

  • Assist in defining the objective, scope, and prioritization of merchandising initiatives in consultation with the Senior Vice Presidents of Brand Marketing

Preferred Requirements

Key result areas:

  • Revenue: Drive the overall VAS revenue plan ($1.1B in 2018)

  • Revenue from new products: Drive new revenue streams from product improvements and new products

  • Conversion: Assist the VAS Operations team in driving conversion of existing products at the counter and in the lot

  • Digital transformation: Collaborate with E-comm and Digital teams to shift revenue attachment from the counter to all other channels with focus on “mobile-first” platforms

  • Process: Develop internal guidelines, processes, and business rules for VAS marketing promotions

Educational Background:

  • Undergraduate and master’s degrees in marketing, business management, economics, finance, mathematics, or related / relevant field required

Professional Experience:

  • 7-10 years of professional experience within marketing, revenue management, E-commerce, digital marketing, or related field

  • Experience in Revenue management a plus

Skills:

  • 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 / time management skills with ability to work under pressure

  • Proven verbal and written communication

  • Positive attitude

EEO Statement

Hertz is a Drug-Free Workplace. All employment is contingent on successful completion of drug and background screening.

Hertz is an equal opportunity affirmative action employer and administers all personnel practices without regard to race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, marital status or domestic partnership status, disability, protected veteran status or military status, genetic information, or any other category protected under applicable law. Hertz is committed to taking affirmative steps to promote the employment and advancement of minorities, women, persons with disabilities and protected veterans.

Job ID 181307

# Positions 1

Category Marketing

Division WHQ - Estero - Only

Position Type Regular Full Time

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