Director, CRM Strategy

Job ID
# Positions

General Responsibilities

The Director, CRM Strategy provides strategic direction for all CRM campaigns and programs. The Director leads a high performing organization to achieve the Hertz CRM vision and deliver on annual marketing goals.  The Director is accountable for demand generation and meeting the annual planned goals for customer acquisition, growth, retention, and revenue. This role plans, coordinates and recommends various promotion and messaging strategies to achieve maximum customer engagement and revenue. The role works closely with other marketing leaders on the Brand Marketing, Customer Experience, and Customer Insights & Analytics teams to define effective campaign strategies. The role will collaborate closely with the CRM Operations team to execute campaigns.


  • Oversees and is accountable for the strategy of all CRM campaigns and programs.
  • Defines and plans CRM strategy, programs and campaigns.
  • Provides input into the CRM operating budget and oversees the effective distribution and usage of marketing dollars (utilizing digital performance analytics, marketing attribution models, and marketing mix models).
  • Establishes, leads and develops a team of CRM campaign strategists that shape the current and future campaign strategy and customer experience. Ensures that digital capabilities are leveraged along with customer’s preferences for online adoption.
  • Partners with key internal partners in the strategy of all CRM campaigns (e.g. Brand Marketing, Customer Experience, Customer Care, Digital Performance, Digital Content, Revenue Management, affiliate marketing, etc.). Forges a strong partnership with the Brand Marketing team to ensure the brand strategy is effectively translated and executed.
  • Defines the overall CRM campaign calendar and monitors collision control for all campaigns and programs. Collaborates with other teams to define the channel plans/tactic mix, calendars, content, offer rules, etc. to ensure consistency with integrated strategy and plan.
  • Drives development of a clear CRM campaign strategy and direction for loyalty members and non-members across all brands (Hertz, Dollar, Thrifty, Firefly) using outputs from previous campaign results as well as inputs from other digital teams, internal partners, key agencies, customer behavior, and competitive intelligence.
  • Drives the planning for CRM campaigns covering the full messaging portfolio including promotional, nurturing, service & transactional, loyalty, and inbound marketing in alignment with the customer acquisition, nurturing, and retention strategies and revenue goals.
  • Defines segment targeting and contact strategies, detailing needs-based, cross-channel customer journeys.
  • Aligns the digital roadmap with the Marketing Customer Contact strategy.
  • Defines marketing programs synchronized along customer lifecycle & intimate and relevant customer dialogues.
  • Defines consistent event-based contact rules across brands and channels.
  • Develops and manages micro-segment marketing programs and campaigns that monetize high potential customer relationships.
  • Manages offer framework (offer matrix, priority rules, decision hierarchy, audience selection) for marketing automation tools across all channels.
  • Sets the overall marketing strategy for each channel (email, direct mail, SMS, mobile, website, affiliates, storefront banner ads, agent desktop).
  • Manages test and learn capabilities for campaign improvement across channels collaborating closely with the Digital Performance team leveraging both A/B and multivariate testing.
  • Collaborates closely with the CRM Operations team to ensure campaigns are executed effectively.
  • Translates the campaign strategy into a detailed campaign plan and calendar that is handed over to the CRM Operations team for execution.
  • Drives regular communications with the CRM Operations team to track status and measurement and align campaign execution to campaign strategy.
  • Provides final approvals on campaigns as needed.
  • Collaborates with agency partners to understand campaign best practices and cutting edge thinking.
  • Collaborates closely with the Digital Creative Production and Content teams.
  • Oversees the writing of creative briefs for campaigns and works with Creative Production team to develop the campaign creative.

Mandatory Requirements

Educational Background:

  • Degree in Marketing / Business / Communications
  • Bachelor’s Degree required; Master’s Degree preferred

Professional Experience:

  • 6-9 years defining and managing CRM campaigns and programs
  • 6-9 years of experience managing marketing budgets, projects and agencies
  • 6-9 years of experience with website design, mobile design, user experience flows, user experience design, digital requirements management, customer experience, and digital marketing
  • 6-9 years of experience with CRM tactics and KPIs
  • 4+ years of working on Agile delivery methodology projects
  • Functional knowledge of digital commerce business processes
  • Experience leading efforts for marketing technology evaluations, which involves identifying a weighted feature matrix for a specific need and evaluating and scoring products against the desired features; research activities include readings, proof-of-concepts (POCs), and lab testing
  • Experience with HTML, CSS and responsive design preferred
  • Experience managing and developing direct reports
  • Experience in the travel and hospitality industry preferred


  • Functional knowledge of digital commerce business processes, web platforms, web application management, application deployment processes, web channel governance and digital marketing
  • Strong understanding and experience with A/B and MVT testing applied to CRM campaigns and programs
  • Proficient with Microsoft suite of products
  • Ability to analyze, understand, and identify the best design for a marketing technical solution with respect to the tradeoffs of architectural principals including agility, complexity, cost effectiveness, deployment effort, flexibility/extensibility, interoperability/compatibility, maintainability, operability, performance, productivity, scalability, security, speed of delivery, and standardization
  • Exceptional customer focus (both internal and external)


  • Strong understanding of CRM channels, strategies, and best practices
  • Proven entrepreneurial mindset and innovative thinking
  • Strong business acumen and strategic thinking skills
  • High proficiency in CRM KPIs, analytics, testing and optimization
  • Proficient in deriving insights from digital analytics and applying to CRM campaigns
  • Excellent problem solving and analytical skills with attention to detail
  • Excellent leadership, negotiation, interpersonal, and presentation skills
  • Ability to develop individuals and teams
  • Excellent verbal and written communication skills
  • Ability to interact with a diverse set of stakeholders
  • Ability to facilitate efficient and effective decision making
  • Strong cross-functional governance skills


EEO/AA: Females/Minorities/Disabled/Vets




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