The Director of CRM is responsible for leading the CRM strategy across the Hertz, Dollar, and Thrifty brands, partnering cross-functionally to deliver personalized, data-driven customer experiences. This role drives business growth by optimizing engagement, retention, and loyalty through CRM channels, including email, SMS, and app-based communications. Leads the strategic vision and execution of CRM operations and optimization initiatives across digital platforms and CRM channels, driving engagement, personalization, and business growth through data-informed strategies and cross-functional collaboration.

• Lead CRM strategy, testing and initiatives to drive incremental revenue.
• Manage agency integration and personalization efforts, acting as central director for global operation.
• Partner with cross functional teams (i.e., Marketing, Finance, IT, Digital, Creative Services and Customer Experience) to align integration of objectives and ensure marketing strategies and promotions are optimized.
• Develop strategies for the CRM to execute against business goals and drive performance to the website.
• Lead strategy to test messaging and content across customer loyalty, acquisition, retention, personalization and promotion.
• Design, launch, and optimize multi-channel CRM campaigns (email, SMS, push, etc.).
• Use A/B testing and performance metrics to refine messaging and timing.
• Manage CRM tools and platforms (e.g., Salesforce, Movable Ink, Wunderkind, etc.).
• Ensure consistency of brand identity across all communications.
• Build and improve day-to-day processes and systems to drive global synergy across teams.
• Monitor and report on key CRM metrics (open rates, CTR, conversion, etc.) to inform strategy.
• Oversee CRM platform performance, integrations, and enhancements.
• Ensure tools and systems support automation, scalability, and compliance (e.g., GDPR, CAN-SPAM).
• Develop and implement CRM roadmaps aligned with business goals.
• Ensure timely and effective execution of campaigns across all CRM channels (email, SMS, push, etc.).
• Improve retention and reduce churn through targeted lifecycle strategies.