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Own Europe’s growth engine across performance, media and brand
Own Europe’s growth engine across performance, media and brand, with explicit accountability for GPR/first party growth, logged-in sessions on direct channels and GDPR compliant consent uplift. Translate investment into commercial outcomes (revenue/ROAS, CAC, new customer acquisition) while scaling product distribution for 24/7, SME, TNC, Subscriptions and vans. Partner closely with Product, CRM, Loyalty, SEO, Digital experience and Revenue Management to deliver full funnel growth.
Own EU paid media and brand growth strategy, investment plans and testing roadmaps
- Budget ownership with authority to reallocate by market, channel and product based on insightful evidence
- Accountable for GPR member growth, member booking penetration with CRM and legal/privacy
- Co-own conversion performance with Product and Digital Experience through setting of requirements for landing pages and conversion rate optimisation.
Key Responsibilities
Strategy and leadership
- Define an EU growth strategy that integrates brand and performance, audience frameworks, message hierarchy, media/brand calendar alignment
- Implement demand gen/demand capture model, set up quarterly and annual targets, objectives and key results by product and market
- Lead cross-functional growth forums with CRM, Loyalty, Product, SEO and Digital Experience
- Push priorities and dependencies
Brand strategy and communications
- Own EU brand calendar tied to commercial seasonality, ensure creative ladders into performance outcomes
- Measure brand impact via proxies (brand search uplift, reach/frequency quality, assisted conversions and surveys where available)
- Guide PR/partnership amplification with UK and EU campaigns team for integrated reach.
Loyalty and first party growth
- Drive GPR acquisition and reactivation programs, increase member booking penetration and reduce churn
- Increase logged-in session share, app adoption and profile completion though onsite value propositions and lifestyle communications
- Partner with CRM to scale soft opt-in and preference centres
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Performance media and product go-to-market
- Own multi-million budgets across Search, Social. Display, Programmatic, Video
- Implement audience/creative and bidding test frameworks
- Quarterly go-to-market plans per product (vans, 247, SME, TNC, Subscriptions), targets, audiences, creative, landings, CRM sequencing, remarketing
- Ensure media/offer harmonisation with Revenue Management and inventory readiness with product.
Consent and addressable database
- Improve GDPR compliant consent and addressable audience size leveraging consent mode, soft opt-in and gated value (offers, guides, tools)
- Partner with legal team on compliance implementations, monitor deliverability, opt-out and engagement health metrics.
Measurement, MMM and attribution
- Define KPI hierarchy (ROAS, CAC, LTV, revenue by product segment, GPR penetration, logged-in share, consent rate)
- Work with Analytics and Data Engineering Lead to deploy MMM and incrementality tests
- Publish executive dashboards and QBR narratives, turn insights into budget allocations and roadmap changes
Creative, landing page experience and conversion rate optimisation
- Set creative testing strategy, scale winners across markets and channels.
- Co-own landing page performance with Digital Experience. Sponsor conversion rate optimisation sprints to achieve 0.4pp improvement in conversion rates target linked to Global Booking Platform.
Agency and stakeholder management
- Lead agency governance and accountability
- Align with Global counterparts for consistency and leverage, while tailoring to EU market realities.
Key KPIs
- ROAS (blended & channel), CAC, revenue contribution by product
- Branded search uplift and aided awareness/recall proxies, assisted conversions
- GPR (loyalty) member growth, member booking penetration, churn/retention indicators
- Direct channels logged-in session share, profile completion %, app adoption
- Addressable base growth, consent rate (GDPR), CRM deliverability and engagement
- Incrementality lift from tests/MMM, insight-based budget optimisation
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Educational Background
- Master’s degree in marketing, Advertising, or other business discipline (MBA highly preferred)
Professional Experience
- 10+ years in growth/performance and brand media leadership across European markets
- Proven ownership of multi-million budgets with commercial accountability and forecasting
- Demonstrated success integrating brand and performance to drive measurable outcomes
- Working knowledge of MMM attribution (Robyn/Meridian) and CRO best practices
- Strong partnership history with CRM/Loyalty and product to grow first party value
Skills for Job Profile / Best Fit Analysis
- Strategic thinking with operational rigour, ability to turn insights into actions quickly
- Executive communication including clear narratives for budget ask, allocation and impact
- Data driven decision making, comfort with KPI trade-offs across brand and performance
- People leadership, agency governance, cross functional influence in matrix teams
Tools and Stack Exposure
- Google Ads, SA360/CM360/DV360, Meta, Youtube
- GA4, GTM, Looker Studio, Tableau, PowerBI, BigQuery
- MMM/Attribution (Meta Robyn, Google Meridian), A/B testing tools
- Salecycle, CRM, Loyalty platforms
What You’ll Get
- Up to 40% off any standard Hertz Rental in a Corporate country
- Paid Time Off
- Employee Assistance Programme for employees and family
- Bonus
The Hertz Corporation operates the Hertz, Dollar Car Rental, Thrifty Car Rental brands in approximately 9,700 corporate and franchisee locations throughout North America, Europe, The Caribbean, Latin America, Africa, the Middle East, Asia, Australia and New Zealand. The Hertz Corporation is one of the largest worldwide airport general use vehicle rental companies, and the Hertz brand is one of the most recognized in the world.
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