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Senior Director, Brand Marketing
Hertz Global
Estero, FL, United States
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General Responsibilities
Senior Director, Thrifty brand
Thrifty is a global brand positioned as a deep value offering for savvy customers who enjoy the “thrill of the hunt” and wear their thriftiness like a badge of honor. We need a seasoned brand builder to lead the transformation of Thrifty into a household name and market leader in the value segment of our category. This role is responsible for leading and integrating the entire revenue and profitability for the brand across business segments and the company at large. Must be able to work collaboratively with Sales, Revenue Management, Operations, Finance, and Marketing to drive the Thrifty business. This role reports to the Senior Vice President of Dollar and Thrifty Brands and will be a visible, key leader in the company.
The primary missions of the Senior Director, Thrifty Brand are:
• Drive revenue for the Thrifty brand through promotional marketing activities and integrate across all sales channels and business segments
• Create, develop, launch and manage relevant, sound and consistent marketing and pricing strategies for Thrifty brand
• Lead a team of marketing professionals that oversees end to end revenue maximization of Thrifty
• Collaborate with the broader enterprise to solicit continuous feedback on current and future marketing tactics, launch new products, and work with the Dollar & Thrifty Brand Performance Management analytics team to monitor the success (e.g., overall revenue growth and marketing metrics like brand awareness, site visits, etc.)
• Be the voice of innovation for Thrifty customers and work with the broader Marketing organization to conduct consumer research where necessary
• Drive the transformation of the Thrifty brand not just in our over 600 locations worldwide but also on Thrifty.com, Thrifty’s mobile app, and Thrifty Blue Chip loyalty program
• Develop and manage a perspective on the future of this category and product lines, and be held accountable to maintaining a product pipeline to meet consumers’ needs and overall enterprise revenue targets
Additional responsibilities and core functions include:
• Be responsible for executing and driving to annual financial targets for Thrifty. 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
• Liaise with teams across the organization as well as with external marketing agencies. Work with Customer Experience and Operations teams to define the optimal Customer Experience and work to implement. Work with Sales partners to ensure revenue targets are met across B2B and B2C distributions. Work with Social and Digital teams for search/display/social to ensure campaigns are meeting brand needs and driving success
• Identify and champion projects that will have brand and business impact
• Stay current on market, competition, and trends including analyzing current marketing tactics, concepts, practices and procedures
• Manage brand marketing budgets
• Assist in defining the objective, scope, and prioritization of product initiatives in consultation with the Senior Vice President of Brand and other leaders
Key result areas:
• Accountable for revenue and EBITDA for the brand
• Develop, implement, and measure marketing campaigns to connect with key customer segments and meet revenue targets
Mandatory Requirements
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 retail, travel, hospitality with a focus on product design. Other industries acceptable if able to demonstrate relevant correlation
Skills:
• Proven track record of ability to build brands and solve complex business problems
• Demonstrated ability to work in, across, and with large teams
• Established track-record of influencing stakeholders from other functional areas with limited formal authority
• 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
• Demonstrated leader who cares about people
• Positive attitude with an entrepreneurial spirit
Preferred Requirements
Hertz is a Drug-Free Workplace. All employment is contingent on successful completion of drug and background screening.
EEO/AA: Females/Minorities/Disabled/Vets