Manager Media Performance & Advertising

The Media Marketing Manager owns performance media strategy, execution, and optimization for Hertz Corporation, driving profitable rental bookings across the Hertz, Dollar Car Rental, and Thrifty Car Rental brands. This role leads paid search (PPC), programmatic display and video, connected TV (CTV) and paid video, paid social, retargeting, and other conversion-based advertising to grow bookings, revenue per booking, and rental days while delivering against return on ad spend (ROAS) and customer acquisition cost (CPA) targets.

You will plan and manage conversion focused paid media that captures high-intent travel demand (airport and neighborhood rentals, leisure and business travel, one-way and long-term rentals), conquests competitive and category demand, and reactivates past renters. This role will require skills in analytics, platform management (Google Ads, DV360), strategic planning, and technical proficiency in bidding/targeting under the collaboration of supporting media agencies.

A Day in the Life:

The Performance Media & Advertising Manager sits within the Global Paid Media & Advertising team; serving as a key connection point across various functions and agencies to own the US and Inbound to US performance media plan.

You will capture and translate booking, revenue, and market-share goals into channel strategies, forecasts, and test plans by brand, market, rental location type (airport vs. off-airport), and customer segment. Manage pacing and in-flight optimization toward ROAS, CAC, cost per booking, conversion rate, revenue per booking, and rental days. Lead agency and platform partners, evaluate new channels and betas, and report performance with clear actions to stakeholders.

Note: this role will be required to work from our Estero, FL or Atlanta, GA office at least 3 days per week.

The salary range for this position starts at $120k and commensurate with experience.

What You'll Do:

• Plan, launch, and optimize paid search (PPC) campaigns across Google Ads and Microsoft Advertising, including brand, non-brand, competitor/conquesting, airport/city, and vehicle-class campaigns; manage keywords, ad copy, extensions/assets, bidding strategies, and budgets to booking and ROAS goals.

• Own programmatic display and video buying (e.g., The Trade Desk, DV360, Amazon DSP) for prospecting and retargeting; manage audience strategy, frequency, creative rotation, brand safety, viewability, and supply quality.

• Lead paid video and CTV/OTT campaigns (YouTube, CTV platforms, and programmatic video) planned to incremental reach and booking lift, with measurement tied to site visits, searches, and completed reservations.

• Manage conversion-focused paid social (Meta, TikTok, and other platforms as appropriate) for demand generation, retargeting, and promotional support; align creative and offers by audience, destination, and travel window.

• Build and maintain retargeting and remarketing programs across search, display, video, and social (site visitors, cart/reservation abandoners, past renters, and loyalty members), with suppression and frequency controls to protect efficiency.

• Drive conversion rate optimization in partnership with E-commerce: landing page and booking-funnel alignment, offer and promo messaging, vehicle-class and location merchandising, and structured A/B and multivariate testing.

• Manage day-to-day pacing, budget allocation, and bid/audience optimization across brands and markets; reallocate spend to the highest-return markets, rental periods, and customer segments.

• Own tracking, attribution, and measurement hygiene: campaign taxonomy, UTM and tag management, conversion definitions (booking start, booking complete, revenue, rental days), and reconciliation with web analytics and booking data.

• Analyze performance by channel, campaign, market, location, vehicle class, device, and audience; produce weekly and monthly reporting, forecasts, and post-campaign readouts with next-step recommendations.

• Run structured test-and-learn programs: incrementality and geo tests, audience and creative tests, bidding and landing-page tests; document learnings and scale winners.

• Manage media agency, platform reps, and ad-tech/martech vendors; negotiate added value, evaluate betas and new inventory (including affiliate-adjacent paid placements where they meet performance criteria), and ensure brand-safety and compliance standards are met.

• Partner with Brand, Creative, CRM/Loyalty, and Revenue Management on campaign calendars, promotional periods, and major demand events (holidays, peak travel, local events) to ensure media supports the commercial plan.

• Monitor competitive activity, travel demand trends, and platform changes; identify risks and opportunities and adjust plans accordingly.

What We're Looking For:

• 5+ years of performance media experience planning and buying paid search, programmatic display/video, paid social, and retargeting, with direct ownership of conversion and revenue outcomes; 7+ years preferred.

• Proven experience optimizing to booking, ROAS, CAC, and revenue targets in e-commerce; travel, hospitality, car rental, or other high-consideration, location-based e-commerce experience strongly preferred.

• Hands-on experience with Google Ads, Microsoft Advertising, and at least one major DSP (The Trade Desk, DV360, or Amazon DSP); experience with paid social platforms (Meta required; TikTok a plus) and CTV/OTT buying.

• Experience managing sizable media budgets, forecasting, pacing, and reallocating spend across markets and channels to hit commercial goals.

• Strong analytics experience: Google Analytics (GA4), Adobe Analytics or similar, Excel/Sheets, and BI/reporting tools a plus (Tableau, Looker, Power BI, or similar); familiarity with tag management, attribution models, and incrementality testing.

• Experience managing agencies, platform partners, and vendors, including briefing, performance management, and test agendas.

• Experience working cross-functionally with e-commerce/CRO, creative, brand, pricing/revenue, and analytics teams.

• Deep expertise in paid search structure, bidding strategies (tCPA/tROAS and value-based bidding), query management, and ad copy/testing at scale.

• Strong programmatic knowledge: audience strategy and first-/third-party data use, contextual and PMP buying, brand safety, viewability, and frequency management.

• Solid understanding of full-funnel conversion media: prospecting, retargeting/remarketing, and loyalty/reactivation, and how channels work together across the path to booking.

• Analytical and commercial mindset: comfortable with ROAS, CAC, payback, revenue per booking, rental days, and margin-aware optimization; able to turn data into clear actions.

• Testing discipline: hypothesis design, A/B and geo/incrementality testing, and scaling validated learnings.

• Excellent communication and stakeholder management: clear reporting, concise recommendations, and the ability to influence cross-functional partners.

• Strong project and budget management, attention to detail, and ability to manage multiple campaigns and deadlines in a fast-paced environment.

• Working knowledge of creative best practices for search, display, video, and social, and of landing-page and booking-funnel conversion drivers.

• Proficiency with Microsoft Office (Excel, PowerPoint, Word) and media/analytics platforms; familiarity with feed management, dynamic ads, and automation a plus.

• Bachelor's degree in Marketing, Finance, Business, or a related area preferred.

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

#ZIP

The Hertz Corporation operates the Hertz, Dollar Car Rental, Thrifty Car Rental brands in approximately 9,700 corporate and franchisee locations throughout North America, Europe, The Caribbean, Latin America, Africa, the Middle East, Asia, Australia and New Zealand. The Hertz Corporation is one of the largest worldwide airport general use vehicle rental companies, and the Hertz brand is one of the most recognized in the world.

US EEO STATEMENT

At Hertz, we champion and celebrate a culture of diversity and inclusion. We take affirmative steps to promote employment and advancement opportunities. The endless variety of perspectives, experiences, skills and talents that our employees invest in their work every day represent a significant part of our culture - and our success and reputation as a company.

Individuals are encouraged to apply for positions because of the characteristics that make them unique.

EOE, including disability/veteran