Director Growth Marketing

Own Europe's growth engine across performance, media and brand, with explicit accountability for GPR/first party growth, logged-in sessions on direct channels and GDPR compliant consent uplift. Translate investment into commercial outcomes (revenue/ROAS, CAC, new customer acquisition) while scaling product distribution for 24/7, SME, TNC, Subscriptions and vans. Partner closely with Product, CRM, Loyalty, SEO, Digital experience and Revenue Management to deliver full funnel growth.

• Own EU paid media and brand growth strategy, investment plans and testing roadmaps
• Budget ownership with authority to reallocate by market, channel and product based on insightful evidence
• Accountable for GPR member growth, member booking penetration with CRM and legal/privacy
• Co-own conversion performance with Product and Digital Experience through setting of requirements for landing pages and conversion rate optimisation.

Key Responsibilities:

• Strategy and leadership
  • Define an EU growth strategy that integrates brand and performance, audience frameworks, message hierarchy, media/brand calendar alignment
  • Implement demand gen/demand capture model, set up quarterly and annual targets, objectives and key results by product and market
  • Lead cross-functional growth forums with CRM, Loyalty, Product, SEO and Digital Experience
  • Push priorities and dependencies
• Brand strategy and communications
  • Own EU brand calendar tied to commercial seasonality, ensure creative ladders into performance outcomes
  • Measure brand impact via proxies (brand search uplift, reach/frequency quality, assisted conversions and surveys where available
  • Guide PR/partnership amplification with UK and EU campaigns team for integrated reach.
• Loyalty and first party growth
  • Drive GPR acquisition and reactivation programs, increase member booking penetration and reduce churn
  • Increase logged-in session share, app adoption and profile completion though onsite value propositions and lifestyle communications
  • Partner with CRM to scale soft opt-in and preference centres 
• Performance media and product go-to-market
  • Own multi-million budgets across Search, Social. Display, Programmatic, Video
  • Implement audience/creative and bidding test frameworks
  • Quarterly go-to-market plans per product (vans, 247, SME, TNC, Subscriptions), targets, audiences, creative, landings, CRM sequencing, remarketing
  • Ensure media/offer harmonisation with Revenue Management and inventory readiness with product.
• Consent and addressable database
  • Improve GDPR compliant consent and addressable audience size leveraging consent mode, soft opt-in and gated value (offers, guides, tools)
  • Partner with legal team on compliance implementations, monitor deliverability, opt-out and engagement health metrics.
• Measurement, MMM and attribution
  • Define KPI hierarchy (ROAS, CAC, LTV, revenue by product segment, GPR penetration, logged-in share, consent rate)
  • Work with Analytics and Data Engineering Lead to deploy MMM and incrementality tests
  • Publish executive dashboards and QBR narratives, turn insights into budget allocations and roadmap changes
• Creative, landing page experience and conversion rate optimisation
  • Set creative testing strategy, scale winners across markets and channels.
  • Co-own landing page performance with Digital Experience. Sponsor conversion rate optimisation sprints to achieve 0.4pp improvement in conversion rates target linked to Global Booking Platform.
• Agency and stakeholder management
  • Lead agency governance and accountability
  • Align with Global counterparts for consistency and leverage, while tailoring to EU market realities.

Key KPIs

ROAS (blended & channel), CAC, revenue contribution by product

Branded search uplift and aided awareness/recall proxies, assisted conversions

GPR (loyalty) member growth, member booking penetration, churn/retention indicators

Direct channels logged-in session share, profile completion %, app adoption

Addressable base growth, consent rate (GDPR), CRM deliverability and engagement

Incrementality lift from tests/MMM, insight-based budget optimisation

Profile and Experience:

1. Educational Background:

Master's degree in marketing, Advertising, or other business discipline (MBA highly preferred)

1. Professional Experience: 

• 10+ years in growth/performance and brand media leadership across European markets
• Proven ownership of multi-million budgets with commercial accountability and forecasting
• Demonstrated success integrating brand and performance to drive measurable outcomes
• Working knowledge of MMM attribution (Robyn/Meridian) and CRO best practices
• Strong partnership history with CRM/Loyalty and product to grow first party value

1. Skills for Job Profile / Best Fit Analysis

• Strategic thinking with operational rigour, ability to turn insights into actions quickly
• Executive communication including clear narratives for budget ask, allocation and impact
• Data driven decision making, comfort with KPI trade-offs across brand and performance
• People leadership, agency governance, cross functional influence in matrix teams

1. Tools and Stack Exposure

• Google Ads, SA360/CM360/DV360, Meta, Youtube
• GA4, GTM, Looker Studio, Tableau, PowerBI, BigQuery
• MMM/Attribution (Meta Robyn, Google Meridian), A/B testing tools
• Salecycle, CRM, Loyalty platforms

What You'll Get:

• Up to 40% off any standard Hertz Rental in a Corporate country
• Paid Time Off
• Employee Assistance Programme for employees and family
• Bonus