HertzSenior Director, Brand Experience
Feb. 2015 - Nov. 2019Stood up first dedicated customer experience team to instill a customer-first mindset across the organization. Led development of new products, process change and technology development to increase customer engagement, satisfaction and loyalty across the HERTZ customer journey resulting in promotion after 1 year.
• Customer Experience/Product: Led the rollout of $100M new Ultimate Choice product launch across North America including product design, facility guidelines, timelines, budget and project plans. Increased NPS by 14% and returned Hertz to #1 in customer satisfaction by JD Power for first time in 15 years. Rolled out new transformative speed of service offering with CLEAR improving NPS by more than 20 pts for locations with the product available – won CXPA Innovation award.
• Brand Management: Led design and rollout of Hertz, Dollar and Thrifty rebranding globally across all customer touchpoints through extensive customer segmentation, research and insights. New brand identity, voice, tone, messaging to bring a leading 100 year-old Hertz brand to be more modern and visually appealing. Created differentiated value props for each brand to drive customer engagement.
• Franchise Marketing: Work with franchise community to support local marketing efforts and gain buy in to corporate sponsored iniatives.
• Agency Management: Day-to-day management of 3 external creative agencies. Develop, implement, and measure integrated marketing campaigns across paid, owned and earned channels that drive brand affinity.
• Partnerships: Manage relationships with several key strategic partners to create activations that drive customer affinity and brand loyalty – GM/Chevy, CLEAR, Marriott, Tesla, Porsche, and Nascar.
• Team Leadership: Built a new team of 8 to define new innovative products and services. Design, test, measure, and drive world-class customer experiences across every customer touchpoints.