The Hertz Corporation Partnership Marketing Manager – EMEA in Uxbridge, United Kingdom
This position will manage the marketing and/or commercial relationship with a wide range of partners. The purpose of this position is to drive quality revenue; increase brand exposure (all brands); increase share; create product and service differentiation; drive innovation; optimise customer experience; and deliver membership growth & loyalty via the partnership & Hertz channels. This will include development of marketing strategy and implementation of marketing plans, execution of promotional campaigns, tracking and analysis of results and using output for revenue growth and partnership enhancements. Internal communication and leverage of partnerships on a local level is also key to achieving desired results as is budget management and optimising ROI.
Key responsibilities and accountabilities
Marketing and/or account management of several partners that will include hotels, rail, credit cards, ARC Europe auto clubs, selected airline partners, Associations & Staff Benefits to grow revenue, increased exposure for Hertz and in multi-supplier partnerships, increased market share.
This to be achieved by development and implementation of marketing plans, optimisation of touch points (on and offline visibility), ensuring the best customer experience, optimal reservation integration to drive traffic and conversion, implementation of tactical promotions, leveraging of CRM and other product/service differentiators. Working with wider marketing CoE, (leveraging their expertise), in country teams and franchise markets to maximise international outbound, inbound and domestic revenue.
Hotels - Management of Hertz global hotel partnership agreements in EMEA region, this includes IHG & Marriott, plus management of international agreements Accor (LCAH loyalty programme), Relais & Chateaux & Mandarin Oriental Hotel Group. This includes identifying new and optimising existing touchpoints, securing exposure in on and offline distribution channels, development of marketing plans and promotions, liaison with other Hertz regions for key source and destination activity and integration of CRM to drive revenue, acquisition and loyalty.
Rail – Day to day ownership and business development for the Eurostar rail partnership servicing customers in 4 corporate European markets. This is an important and growing partnership with a small marketing budget but great opportunities for growth in revenue for both car rental and new mobility services. Hertz is also a participant in their new loyalty programme (Club Eurostar) so there are real opportunities to develop this strategic relationship further.
Credit Cards - Leveraging Hertz regional/International credit card partnerships to drive increased visibility and incremental revenue. Working both independently with some smaller accounts (HSBC) and alongside the Senior Manager Corporate Marketing (for Amex GCG), to plan and execute tactical campaigns optimising the co-marketing budget, leveraging new distribution channels, analyse results and take a test and learn approach to new opportunities presented from this sector. Identifying and briefing future Amex Business Insights studies will also be a part of this role and becoming the CoE SME and coordination point for local marketing opportunities with these partners. Other credit card partner tactical support may also be required.
ARC Europe (Auto Clubs & SYC Programme) - Day to day management of Hertz’ partnership with ARC Europe via the creation of an annual marketing calendar with ARC and key auto clubs, working with in country teams and franchisees to optimise budgets and secure partnership revenue, creation and distribution of monthly reporting and management of quarterly commission payments. The management of this partnership from ARC’s side changed in 2019, so engagement and relationship building with the new team at ADAC in DE will be key. Since the beginning of 2019 there has been a period of renegotiation between local clubs and Hertz in country teams, as new agreements are signed, with revised commercial terms, based on level of exposure the Club will give to Hertz. This continues to be a focus and strategic support is provided by Senior Director Partnership Marketing. Additionally, Hertz is working at a more strategic level with ARC Europe and a number of initiatives are being explored and developed, with a B2B focus and sponsored by the SMT. As required this position will need to represent and feedback the SYC programme to the 360° project team.
Airlines - Management of specified airline partnerships to include creation of annual marketing calendar, development and execution of promotional campaigns, to increase conversion and grow performance revenue whilst optimising ROI. The partnership portfolio can change but at the moment allocated partners include Virgin Atlantic, TAP and Baltic Airlines (PINS FT).
Member Benefits programmes – Associations . A partner segment that generates significant revenue from a broad mix of legacy partners. A period of rationalisation is underway to close down or reduce benefits for dormant and/or inactive accounts and this project is being managed by the department intern and ongoing guidance will be needed to complete this process.
Miscellaneous – taking the lead on initiatives or actions that benefit the wider partnership marketing team on an ad hoc basis.This is often a voluntary action and a practice and outcome that the team shares between them. Also day to day management of individual marketing budgets, where allocated, is required.
- Preferably a degree in marketing or similar business qualification
A minimum of 2 years in a marketing role
A working knowledge and understanding of hertz.com, AEM ( or other CMS tools), how to create hertzlinks & clublinks, Omniture/Google Analytics reporting and analysis
Knowledge and usage of Cognos and/or ability to interpret output and other management data/reporting
Technical understanding of partner integration linking/functionality capabilities e.g. XML
Awareness of partnership integration options for Hertz plus all touch points available to promote partnerships via Hertz owned channels
Knowledge of digital best practice including Social Media
Broad marketing mix experience, with particular focus on digital marketing but not forgetting traditional channels of PR, POS print production, internal comms/awareness.
Flexible and able to adapt to changing circumstances to the mutual benefit of both parties
Numerate with good analytical skills
Ability to work with different levels of personnel from different countries and cultures
International experience, working in a multicultural, multilingual environment and in a matrix management situation to get the best out of central and local teams, in collaboration to achieve optimal results for the partnership and Hertz
Excellent communication skills in English – both written and verbal, with other languages an asset.
Proficiency in MS PPT, Excel, Project, Word
Aptitude for working with numbers, demonstrable through experience with reporting and measuring.
Budget management experience
The Hertz Corporation has an exciting portfolio of car rental brands – including Hertz, Dollar, Thrifty and Firefly - as well as the fleet management company Donlen. We are one of the largest worldwide airport vehicle rental companies and the Hertz brand is one of the most recognized in the world.
We want our employees to feel inspired and empowered. Everyone is encouraged to contribute to building an atmosphere where people feel proud of where they work, what they do and how they contribute. Every employee has the chance to spearhead ground-breaking work in a fully collaborative environment, providing them a stimulating and enriching career experience.
Our mission is to be the preferred rental car company and you have the opportunity to help steer this mission. Get in touch today and APPLY NOW
Job ID 177515
# Positions 1
Position Type Regular Full Time