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
Educational Background:
- Master’s degree in marketing, Advertising, or other business discipline (MBA highly preferred)
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
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
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
