The Hertz Corporation Senior Director CRM & Loyalty in Uxbridge, United Kingdom
The Senior Director ofCRM & Loyaltywill own and drive the commercial performance of Hertz across the Gold Plus Rewards Loyalty Programme and CRM for EMEA and APAC region, with full accountability for EMEA commercial targets.
He/She will act as the Product, customer and CRM subject matter expert for the International division and will ensure the Int’l scope is fully taken into account in the global strategy for customers
With a single view of the customer, new campaign tools, products and touchpoints to drive revenue through a renewed loyalty programme delivering automated & personalised communications (what the customer’s wants, when they want it) based upon predictive analytics and ultimately develop more revenue from the loyal customer base booking direct with Hertz.
CRM & Loyalty
Full deployment of the Salesforce Marketing Cloud platform across the International division, leveraging all its functionality to ensure best in across all 1:1 communications in a multichannel environment
Support the migration of all existing campaigns to the new platform, ensuring best practice is adhered to
Stand up Analytics Team to drive Relevant Recommendations and Targeted Offers for Email, Web, Call Center
Increase communications channels beyond email: web, social, mobile (text, push notifications)
Develop a test and target plan, with clear measureable and actionable framework to ensure continuous improvements of CRM marketing efforts
Enhance communications: personnalisation, recommendation engine, dynamic content etc.
Automate programs and expand scope of “always on” trigger messaging
CRM integration & drive program delivery in support of Promotions/ Revenue Mgmt., Ancillary, Car Sales and Loyalty, Counter
Provide Hertz with timely and relevant insight on existing customers behaviour to support the transition towards becoming a more customer centric organisation
Leverage data and analytics to deliver targeted acquisition & retention (leveraging Web & CRM data)
Collaborate organisation wide to deliver a shared 360 view of the customer by spearheading the Integration of Salesforce CRM across Sales, Service, Counter and Marketing applications
Support the roll-out of CRM practice across all our brands
Create and lead Direct Booking Proposition across all EU countries and roll our across Franchisee markets
Increase Organic Visits from CRM campaigns
Increase engagement/ sales/ email
Grow contribution of loyalty members
Deliver a competitive advantage that drives direct bookings and market share gains
Delivers increased benefits to entry Gold Plus Rewards members across a sufficiently scaled network
Improve member satisfaction in particular for Elite members
Achieve high awareness and utilisation of programme benefits
Create a meaningful experience and eliminate/alleviate pain-points
Advance towards global Gold points Earn & Burn
Synergy :Satisfaction of stakeholder and customers
Increase and define collaboration with internal stakeholders: Service, Sales, Revenue Management, Digital, Ops etc.
Establish rules of engagement with Loyalty, operations and pricing
Provide leadership and direction to Hertz Plus Rewards for the region –EMEA and APAC – working closely with VP Marketing Int’l and other Loyalty teams, in particular with the US Loyalty CoE
Contribute to the development of a true global loyalty programme with enough diversity to meet the needs of the International division
Develop a differentiated member proposition according to customer value
Ensure a smooth delivery of the loyalty programme benefits, addressing fast and efficiently any issues having any negative impact in members’ experience
Full responsibility for strategy development and performance of member communications, VAS and customer experience, ensuring they are meeting their objective in terms of new member acquisition, Gold revenue and member retention
Evolve member communications increasing the use of event driven messaging to increase relevance of messages – right time, right person, right channel –and leverage data to deliver a personalized customer experience
Work very closely with the marketing and digital team to ensure the loyalty programme is top of mind when it comes to campaigns and web enhancements
Analyse performance to inform the development, implementation and delivery of action plans to agreed targets
Manage programme updates and initiatives including reviewing results, communication schedule, programme improvement
Provide feedback and generate engagement via effective internal communication across operations, marketing, sales and customer care teams
Liaise with external parties in the delivery of programmes such as our retained agency partners Brierley Europe
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 178111
# Positions 1
Position Type Regular Full Time