The Hertz Corporation Director - Brand Marketing (International) in Uxbridge, United Kingdom
Under the leadership of CEO Kathy Marinello, our centenary iconic brand which is present in 150+ markets with 11K locations and 40K employees, is going through a major digital transformation across all functions which will further enhance its best-in-class customer experience and commercial results for its shareholders. With key projects such as Project ONE, which will align all our IT legacy platforms into 1 scalable platform in the cloud, the roll out of all our front end digital platforms, newly digitized customer experience services such as Gold Fast Track, DriveU, Hertz is leading the way in developing new mobility solutions.
Develop a clearly articulated Brand Strategy across our International markets which addresses our customer needs, brings the brand position to life in a compelling manner and drives revenue through all our channels with a specific focus on Brand.com
Lead (in partnership with the Int’l Marketing Director who manages the Country Marketing Heads) Hertz Engine, our co-located content and creative agency of 35+ FTE’s providing dedicated support to the Hertz business across EMEA.
Define and execute integrated, integrated marketing campaigns to connect with key customer segments and meet revenue targets.
Partner with the Digital Director & Country Teams to optimise an integrated communication strategy: Monitor performance of individual campaigns, using data from analytics team, making required proposals for change. Amend annual plan based on performance of previous campaigns and feedback from brands/channels/products
Work closely with the Digital & E Commerce lead to ensure creatives are most effective collaborating with out co-located performance/digital agency
Develop and maintain the Hertz brand identity across Europe.
Champion the brand for the business to drive excitement and alignment around the brand’s vision and direction. Ensure the brand is appropriately manifested across all expressions – act as the go-to person for the business looking for input and approval on how the brand is executed. Ensure all creative and communications are consistent across ALL touch points, offline and online
Dedicated point of contact for ALL International franchisees regarding brand development
Partner closely with the product marketing team to flesh out key product segments, targets, benefits, identities and partner with stakeholders to develop clear local go-to-market strategies and communications plans
Create and manage a cohesive marketing calendar in conjunction with central and local teams to meet business objectives, drive revenue and increase brand engagement
Use Competitor insights to recommend communication approach 1) Positioning 2) Spend levels 3) Messaging 4) Channel Strategy 5) Promotional Calendar
Foster consistent brand results measurement, robust industry and brand analytics and a focus on results to continuously improve effectiveness and ROI for the brand.
Manage all aspects of brand and creative marketing budgets, working with the finance team to provide regular forecasting and tight budget management.
Work with Customer Experience, Facilities and Operations teams to define and deliver against the optimal customer experience in location, ensuring a consistent application of guidelines.
Support the Customer Experience & Digital teams to flesh out ‘Store of the Future’ and the Digitised car rental experience
Establish brand affinity, awareness, and consideration metrics and implement measurement methodologies to track progress to goals.
Be an integral part of the marketing team to drive the agenda and focus ensuring a high-performance team culture.
- Undergraduate and master’s degrees in marketing, business management, economics, finance, mathematics, or related / relevant field required
- Previous professional experience in Regional/Global Brand Management within automotive, retail, travel, hospitality with a focus on product design. Other industries if able to demonstrate relevant correlation.
Global Brand Management in the broadest sense
Experience managing ATL/BTL agencies across markets with rigour, process & creative understanding of what works best for each market.
Effective agency briefing skills and appraisal of agency performance
Demonstrated project management experience for a broad range of topics and scope, including experience in large scale project management.
Have a developed understanding and awareness of different media channels (on and offline) and techniques and the benefits or potential limitations of these
Awareness of different cultural needs of different European markets
Strong background in strategic problem solving.
Excellent written and verbal communication skills. Comfort communicating across all levels within the organisation.
Effective organization and time management skills with ability to work under pressure and adhere to project deadlines.
Uses business processes to his/her advantage to get results;
Creative judgement and ability to spot good ideas
Passionate about brand values and the power of the brand
Well organised, with an ability to manage multiple projects in a fast-paced, deadline driven environment
Proven track record of ability to solve complex business problems.
Proactive, with an ability to think and plan strategically
Exceptional communication and ability to interact with and produce proposals and reports for all levels of end users
Fluent English, other European languages would be an asset
Adaptable whilst working in a multi-cultural environment
Ability to work and effectively influence across a matrix structure where reporting lines are not be direct.
Pan-European experience (nice to have)
Advanced Microsoft Suite product knowledge (e.g., Powerpoint, Excel).
Proven verbal and written communication.
Positive attitude. Innovative thinker
Job ID 187315
# Positions 1
Position Type Permanent Full-time