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Job Details

Digital Media Analyst

Company name
Hertz Global Holdings, Inc.

Location
Estero, FL

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Profile

General Responsibilities
Hertz Global is the largest worldwide airport general use car rental company with more than 1,600 airport locations in the U.S. and more than 1,400 airport locations internationally.
The mission of the Digital team is to design and operate a compelling customer experience in every step of the customer journey on all Hertz digital properties. 
 
Job Purpose:
 
The Digital Media Analyst is responsible for coordinating, implementing, and managing Paid Digital Marketing strategies for the Hertz portfolio of brands. The role helps power our search engine marketing (SEM), pay-per-click campaigns (PPC), digital display advertising, and other digital components responsible for driving increased traffic to the website and achieve annual goals.  The Analyst is part of a greater Paid Digital team which develops innovative ways of improving optimizations and demand generation tactics.
Key-Result Areas:

Responsible for supporting business objectives for each of our brands through the appropriate media mix and tactics

Assist improving keyword generation, bid optimization, landing page resolution and testing, ad text testing, campaign management and reporting tool

Develop and maintain strategy documents and project plans for areas of ownershi

Utilize successful bidding strategies and effective keyword management on pay-per-click search engines to hit target acquisitions volume goals and efficiency metric

Drive key performance metrics (KPI\u2019s) and analytics

Through analytical review, seek out additional areas of opportunity to help increase revenue

 Job Contacts:

Internal Digital teams including Digital Content, CRM, Digital Marketing, Digital Performance, Digital Requirements and Design, and the Digital Strategy & Management Office

Internal teams in Brand Marketing, Customer Experience, Customer Insights & Analytics, Merchandising, Technology, Sales, Customer Care, worldwide field operations

External relationships with business partners, agencies, and consultants

Job Dimensions:

Develop and maintain strategic plans and budget allocation on performance media to effectively and efficiently support the brand with a focus on awareness, website traffic and new customer acquisition with the support of internal and external agency resources

Drive key performance metrics (KPI\u2019s) and analytics

Lead all reporting meetings for Senior Management, including communicating key metrics, goal attainment and optimization opportunities

Provide detailed analysis of key metrics and program tracking techniques in order to increase overall search performance efficiency

Actively test and analyze keywords, copy and landing pages to increase ROI and drive incremental volume

Data mine for anomalies, break points and opportunities

Collaborate with all internal teams define site instrumentation, media attribution models, lifetime value models and media mix analysis and optimization

Leverage paid, owned and earned media channels to support demand generation

Build coordinated online media plan to maximize engagement and traffic generation across all digital media

Consistently evaluate new tactics, channels and products

Manage, test and learn capabilities for paid display and paid search improvement collaborating closely with the Digital Performance team and the agency partners

Mandatory Requirements
Educational Background:
Degree in Marketing / Communications / Business / Advertising
Bachelor\u2019s Degree required
 
Professional Experience:
2-5 defining, implementing, and optimizing paid digital campaigns
2-5 executing and managing digital marketing campaigns and programs
2-5 years working with digital platforms and software (Google Analytics, Google Adwords, Kenshoo, Doubleclick, Facebook)
3-5 years of experience managing large media agency with 10 million dollars marketing spend
Strong understanding of how to amplify the reach of a piece of content through multiple earned and paid distribution channels
Action oriented business leader who is focused on driving results
Demonstrated analytical ability to assess the performance of a variety of media channels to build holistic recommendations around media allocation and ROI
Experience in travel industries
Trade CertificationsPreferred (Google Adwords, Google Analytics, Bing, Kenshoo, Hubspot, Facebook)
 
Knowledge:
Strong understanding of media acquisition principles, trends and best practices
Strong knowledge of industry and market trends to shape the direction of the digital experience by incorporating market, technology and business trends
Knowledge of process flows, systems and procedures which aids analysis for solutions to exploit new business opportunities
Ability to find consensus across a variety of stakeholders
Knowledge of testing and conversion optimization solutions including A/B and MVT
Knowledge of digital advertising platforms

Skills:
Strong understanding of digital marketing channels, strategies, and best practices
Proven creative mindset and innovative thinking
Able to deeply understand customers and transfer customer knowledge into improved digital experiences
High proficiency in Paid Digital KPIs, analytics, testing, and optimization
Highly collaborative and invested, not only in the success of your team but the entire organization
Strong written communication and presentation skills
The ability to manage teams of consultants and work with cross functional and client facing teams
Strong understanding of digital marketing channels, strategies, and best practices
Proven creative mindset and innovative thinking
Excellent analytical skills with attention to detail
Excellent leadership, negotiation, interpersonal, and presentation skills
 
Preferred Requirements
EEO/AA: Females/Minorities/Disabled/Vets

Company info

Hertz Global Holdings, Inc.
Website : http://www.hertz.com

Company Profile
Hertz operates its car rental business through the Hertz, Dollar and Thrifty brands from approximately 10,400 corporate, licensee and franchisee locations in North America, Europe, Latin America, Asia, Australia, Africa, the Middle East and New Zealand

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