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Digital Experience Manager
2 months ago
Job Summary:
Hertz Car Rental is seeking a highly skilled and motivated Digital Experience Manager with a focus on CRM, Loyalty and SEO to join our team. As the Digital Experience Manager, you will play a critical role in enhancing CRM, Loyalty programs, and SEO efforts. This position will collaborate with internal stakeholders to strategise, plan and execute CRM communications while also developing and implementing strategies to increase qualified web traffic through effective SEO optimisation. Additionally, the role involves supporting corporate European countries, while partnering with franchise countries to drive GPR member acquisition, engagement, and inbound reservations.
What You'll Do:
CRM & Loyalty Programs
- Strategy Development: Collaborate with internal stakeholders such as Country Marketing Managers, Global CRM and Loyalty teams as well as wider marketing team to create comprehensive CRM communication strategies for Corporate European Markets (France, Italy, UK, Germany, Spain, Benelux, Czech and Slovakia) as well as franchise countries
- Planning & Execution: Plan and execute CRM communications including promotional emails, newsletters, member account summaries, and other non-transactional emails.
- Tactical Promotions: Develop and implement tactical CRM and loyalty promotions to engage members and drive inbound reservations.
- Content Creation: Collaborate with brand and marketing teams to develop engaging and personalised content for CRM communications to enhance customer engagement and loyalty.
- Data Analysis: Analyse CRM data to identify trends, insights, and opportunities for improving customer engagement.
- Customer Segmentation: Implement customer segmentation strategies to ensure targeted and relevant customer communication.
- Performance Monitoring: Monitor and report on the performance of CRM campaigns, providing actionable insights for continuous improvement.
- New Member Acquisition: Drive initiatives for new member acquisition and increase the number of logged-in members on Corporate European websites.
- Loyalty Engagement: Create strategies to increase loyalty engagement across all supported regions.
- Salesforce Marketing Cloud: Utilise Salesforce Marketing Cloud to manage and optimise CRM campaigns, ensuring effective use of its features and tools.
SEO Optimisation
- SEO Strategy Development: Develop and execute strategies to increase qualified web traffic through SEO optimisation with a specific focus on increasing search visibility for locations and products such as Vans, Multi-month, SME etc
- Keyword Optimisation: Conduct keyword research and optimise content to improve search engine rankings.
- Content Planning: Work on content plans that align with SEO strategies and business goals.
- On-page and off-page SEO: Implement on-page and off-page SEO techniques to enhance website visibility.
- Performance Analysis: Monitor SEO performance using analytics tools and adjust strategies as necessary.
- Competitive Analysis: Conduct competitive analysis to identify opportunities for improvement and stay ahead in the market.
- Support for European Countries: Tailor SEO strategies to support the specific needs of Corporate European countries.
- Analytics & Insights: Monitor web analytics and other internal data tools to gather insights on source of traffic, destination vs POS traffic and conversion rates, demographics, member vs non-member engagement and identify opportunities for optimisation. Keep abreast of industry developments, emerging trends, and new tools to continually refine and improve SEO strategies. Provide SEO insights and recommendations to stakeholders, including marketing managers, content creators, and senior leadership, to drive informed decision-making.
- Agency & Vendor Management: Collaborate with external agencies and vendors to execute SEO initiatives, monitor performance, and ensure deliverables are met.
User Experience
- Contribute to the development and implementation of new digital products that enhance customer experience and engagement.
- Lead the delivery of Conversion Rate Optimization (CRO), personalization, and A/B testing initiatives across Hertz, Dollar and Thrifty brands, collaborating with vendors and the US Digital Experience team.
- Conduct thorough research on competitor websites using various data sources to identify opportunities for improvement across Hertz entities.
- Formulate hypotheses based on research findings to enhance Hertz International websites through A/B or user testing.
- Quantify CRO and AB Testing activities, initiatives, tasks, and projects, aligning them with business objectives.
- Support visual merchandising, product merchandising, site navigation, shopability, transactional processing, and onsite promotions for both Hertz group legacy and new websites.
- Manage and support local sites within the Hertz group.
- Foster effective collaboration with US, EU, country, and franchise teams, as well as third-party vendors.
What We're Looking For:
- Educational Background: bachelor's degree in marketing, Digital Marketing, or a related field.
- Professional Experience: Minimum of 4-6 years of experience in CRM, Loyalty Programs and SEO, preferably in a digital marketing agency or large-scale e-commerce environment.
- Strong understanding of CRM systems and tools, with proficiency in Salesforce Marketing Cloud.
- Proven track record of successfully implementing and managing SEO campaigns, resulting in improved search rankings and increased organic traffic.
- In-depth knowledge of search engine algorithms, ranking factors, and SEO tools, such as Google Analytics, Google Search Console, Moz, SEMrush, or similar.
- Strong understanding of on-page and off-page SEO techniques, including keyword research, content optimization, link building, and technical SEO.
- Experience with website analytics and reporting, including data analysis, performance tracking, and KPI monitoring.
- Familiarity with content management systems (CMS) and website development processes.
- Excellent analytical skills with the ability to interpret data, identify trends, and make data-driven decisions.
- Strong project management skills with the ability to prioritize tasks, meet deadlines, and manage multiple projects simultaneously.
- Exceptional attention to detail and strong problem-solving abilities.
- Excellent communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams and stakeholders.
- Up to date with the latest trends and best practices in SEO and digital marketing.
- SEO certifications (e.g., Google Analytics, Google Ads, Moz) are a plus.
- Experience in the travel or car rental industry is advantageous.
What You'll Strive For:
Skills:
- Highly numerate and analytical, with very strong Excel skills
- Ability to interpret data and recommend action on a variety of analyses.
- Well organised, with an ability to manage multiple projects in a fast-paced, deadline driven environment.
Competencies
- Proactive, with an ability to think and plan strategically.
- Exceptional communication and ability to interact with and produce proposals and reports for all levels of end users.
- Fluent English, other European languages would be an asset.
- Adaptable whilst working in a multi-cultural environment.
- Ability to work and effectively influence across a matrix structure where reporting lines are not direct.
- Customer Focus
What You'll Get:
- 40% off any standard Hertz Rental in a Corporate country
- Paid Time Off
- Employee Assistance Programme for employees and family
