The Director of CRM is responsible for leading the CRM strategy across the Hertz, Dollar, and Thrifty brands, partnering cross-functionally to deliver personalized, data-driven customer experiences. This role drives business growth by optimizing engagement, retention, and loyalty through CRM channels, including email, SMS, and app-based communications. Leads the strategic vision and execution of CRM operations and optimization initiatives across digital platforms and CRM channels, driving engagement, personalization, and business growth through data-informed strategies and cross-functional collaboration.

A Day in the Life:

Leads the strategic vision and execution of CRM operations and optimization initiatives across digital platforms and CRM channels, driving engagement, personalization, and business growth through data-informed strategies and cross-functional collaboration. This role will be based out of either Estero, FL or Atlanta, GA.

The minimum salary salary for this position starts at $145,000

What You’ll Do:

Lead CRM strategy, testing and initiatives to drive incremental revenue. Manage agency integration and personalization efforts, acting as central director for global operation.  Partner with cross functional teams (i.e., Marketing, Finance, IT, Digital, Creative Services and Customer Experience) to align integration of objectives and ensure marketing strategies and promotions are optimized. Develop strategies for the CRM to execute against business goals and drive performance to the website. Lead strategy to test messaging and content across customer loyalty, acquisition, retention, personalization and promotion. Design, launch, and optimize multi-channel CRM campaigns (email, SMS, push, etc.). Use A/B testing and performance metrics to refine messaging and timing. Manage CRM tools and platforms (e.g., Salesforce, Movable Ink, Wunderkind, etc.). Ensure consistency of brand identity across all communications. Build and improve day-to-day processes and systems to drive global synergy across teams. Monitor and report on key CRM metrics (open rates, CTR, conversion, etc.) to inform strategy. Oversee CRM platform performance, integrations, and enhancements. Ensure tools and systems support automation, scalability, and compliance (e.g., GDPR, CAN-SPAM). Develop and implement CRM roadmaps aligned with business goals. Ensure timely and effective execution of campaigns across all CRM channels (email, SMS, push, etc.). Improve retention and reduce churn through targeted lifecycle strategies.

What We’re Looking For:

8-10 years’ experience in digital marketing Undergraduate degree in marketing, business, communications, or related/relevant field required Expert proficiency in lifecycle marketing Ability to collaborate with internal and external stakeholders across multiple functions and locations Ability to influence Flexible and adaptable; ability to work effectively in ambiguous situations  Excellent verbal and written communication skills   Results driven, ability to make decisions and help solve problems Ability to build and lead a diverse, high-performing, results-oriented, and highly engaged team. Ability to drive process and organizational change. Ability to motivate teams and keep a positive attitude in a fast-paced environment. Ability to work under minimal supervision with a goal-oriented mindset. Ability to see the big picture and leverage critical thinking and decision-making skills. Excellent organization, time management, delegation, and prioritization skills. Courageous leadership and accountability.

What You’ll Get:

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