Job Description

Hertz is seeking a data-driven, results-oriented CRM Marketing Manager to lead the strategy, planning, and cross-functional orchestration of personalized CRM marketing initiatives that deepen customer engagement, drive retention, and accelerate revenue growth.

Operating at the intersection of marketing, technology, and analytics, this role will define and drive the Transactional CRM strategy and roadmap, ensuring campaigns are aligned to business priorities and executed effectively through close partnership with CRM Operations and technical teams.

As CRM Marketing Manager, you will own the global strategic direction and performance of CRM marketing programs across Hertz, Dollar, and Thrifty brands. You will translate business objectives and customer insights into scalable CRM strategies, ensuring delivery of consistent, personalized, and high-impact customer communications across email, SMS, and push channels.

This role is highly cross-functional, requiring strong collaboration with marketing, product, analytics, CX, partnerships, and technology teams. You will act as the central point of coordination for CRM initiatives—driving alignment, prioritization, and accountability—while partnering with CRM Operations to execute campaigns and customer journeys.

The starting salary is expected to be around $90k, however the actual salary will be highly commensurate with relevant work experience.

What You’ll Do:

CRM Strategy & Roadmap Ownership

• Define and own the Transactional CRM marketing strategy and roadmap, aligning with organizational priorities including engagement, retention, revenue growth, and customer experience
• Translate business goals into CRM initiatives, lifecycle strategies, and contact frameworks
• Identify opportunities to enhance the customer journey across pre-rental, on-rental, and post-rental stages
• Partner with leadership to prioritize initiatives and evolve CRM capabilities over time

Cross-Functional Leadership & Alignment

• Act as the central orchestrator for CRM marketing, ensuring alignment across marketing, analytics, creative services, brand, product, CX, partnerships, and technology teams
• Lead intake, prioritization, and briefing of CRM initiatives, ensuring clarity of objectives, messaging, tone and voice, audience, and success metrics
• Facilitate cross-functional planning and ensure CRM efforts are integrated into broader marketing and business strategies
• Manage stakeholder communication, expectations, and timelines across multiple concurrent initiatives

Campaign Strategy & Personalization

• Define audience segmentation strategies leveraging behavioral, transactional, and engagement data
• Establish CRM contact strategies and personalization frameworks to ensure relevant and consistent customer experiences
• Provide strategic direction on campaign messaging, targeting, and channel orchestration across email, SMS, and push
• Partner with CRM Operations to translate strategy into executable campaigns and automated journeys

Project Management & Execution Oversight

• Lead end-to-end planning of CRM initiatives, from concept through launch, ensuring timelines, dependencies, and deliverables are clearly defined
• Partner closely with CRM Operations to ensure flawless execution of campaigns and journeys
• Manage CRM marketing calendars and ensure prioritization aligns with business needs
• Proactively identify risks, dependencies, and gaps, and drive resolution across teams

Measurement, Insights & Optimization

• Define CRM KPIs and measurement frameworks that connect campaign performance to business outcomes (e.g., engagement, conversion, revenue, upsell, loyalty)
• Analyze campaign and program performance, identifying trends and actionable insights
• Drive a culture of test-and-learn, including A/B testing strategies and continuous optimization
• Present performance insights and recommendations to stakeholders and leadership

Data Governance & Best Practices

• Establish and uphold CRM marketing best practices, including campaign governance, taxonomy, and documentation
• Ensure compliance with data privacy regulations (e.g., CCPA) and internal policies
• Partner with data and technology teams to improve data quality, segmentation capabilities, and platform effectiveness

What We’re Looking For:

• Bachelor’s degree in marketing, business, communications, or related/relevant field required.
• Minimum 4 years of experience in CRM, lifecycle marketing, or marketing strategy required
• Proven experience owning CRM strategy and cross-functional program delivery required
• Strong project management skills with the ability to manage multiple stakeholders and priorities required
• Experience working with CRM and marketing automation platforms (e.g., Salesforce Marketing Cloud, Adobe Campaign, etc.) required
• Deep understanding of audience segmentation, personalization, and lifecycle marketing required
• Analytical mindset with ability to translate data into insights and strategy
• Strong communication and stakeholder management skills
• Familiarity with data privacy regulations and compliance best practices
• Ability to think strategically while driving execution through others
• Strong cross-functional leadership and influence without direct authority
• Highly organized with exceptional attention to detail and follow-through
• Skilled at connecting customer experience, marketing strategy, and business outcomes
• Comfortable operating in a fast-paced, matrixed environment

What You’ll Get:

• The salary for this position starts at $90K commensurate of experience
• Up to 40% off the base rate of any standard Hertz Rental
• Paid Time Off
• Medical, Dental & Vision plan options
• Retirement programs, including 401(k) employer matching
• Paid Parental Leave & Adoption Assistance
• Employee Assistance Program for employees & family
• Educational Reimbursement & Discounts
• Voluntary Insurance Programs - Pet, Legal/Identity Theft, Critical Illness
• Perks & Discounts –Theme Park Tickets, Gym Discounts & more

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.
US EEO STATEMENT
At Hertz, we champion and celebrate a culture of diversity and inclusion. We take affirmative steps to promote employment and advancement opportunities. The endless variety of perspectives, experiences, skills and talents that our employees invest in their work every day represent a significant part of our culture – and our success and reputation as a company.
Individuals are encouraged to apply for positions because of the characteristics that make them unique.
EOE, including disability/veteran