Manager Media Performance & Advertising

The Manager Media Performance & Advertising leads performance media strategy, execution, and optimization for The Hertz Corporation, driving profitable rental bookings across the Hertz, Dollar Car Rental, and Thrifty brands. This role oversees conversion-focused digital advertising programs, including paid search (PPC), programmatic display and video, connected TV (CTV), paid social, retargeting, and other performance marketing channels.

The manager is responsible for maximizing bookings, revenue, rental days, and market share while achieving key performance metrics such as return on ad spend (ROAS), customer acquisition cost (CAC), cost per booking, and conversion rate. Working closely with agency partners, this role leverages data, analytics, forecasting, and platform expertise across tools such as Google Ads and DV360 to optimize campaign performance and identify growth opportunities.

This position develops and executes media strategies that capture high-intent travel demand across airport and neighborhood rentals, leisure and business travel, one-way rentals, and long-term rental segments. The role also drives customer acquisition, competitive conquesting, and renter re-engagement initiatives to support business growth.

A Day in the Life

As a member of the Global Paid Media & Advertising team, the Manager Media Performance & Advertising serves as a key liaison between internal stakeholders and agency partners, owning the U.S. and inbound-to-U.S. performance media strategy. You will translate booking, revenue, and market share objectives into channel plans, forecasts, audience strategies, and testing roadmaps across brands, markets, rental location types, and customer segments.

You will monitor campaign pacing and performance, lead ongoing optimization efforts, evaluate emerging channels and advertising technologies, and provide actionable insights and recommendations to stakeholders. Success in this role requires a strong combination of strategic thinking, analytical expertise, cross-functional collaboration, and hands-on knowledge of performance media platforms.

This role is based in either Estero, FL, or Atlanta, GA and requires working in the office at least three days per week.

Salary starts at $120,000 annually and is commensurate with experience.

What you’ll do:

• Develop, launch, and optimize paid search campaigns across Google Ads and Microsoft Advertising, including brand, non-brand, competitor, airport, local market, and vehicle-category campaigns. Manage keywords, ad creative, bidding strategies, budgets, and performance against booking and ROAS goals.
• Lead programmatic display, video, and connected TV (CTV/OTT) campaigns through platforms such as DV360, The Trade Desk, and Amazon DSP, overseeing audience targeting, frequency management, creative rotation, brand safety, and inventory quality.
• Manage conversion-focused paid social campaigns across Meta, TikTok, and other relevant platforms to drive customer acquisition, demand generation, retargeting, and promotional performance.
• Build and optimize cross-channel retargeting programs for site visitors, booking abandoners, past renters, and loyalty members while maintaining audience suppression and frequency controls.
• Partner with E-Commerce teams to improve conversion rates through landing page optimization, booking funnel enhancements, promotional messaging, merchandising strategies, and A/B testing.
• Oversee media budgets, campaign pacing, bid strategies, and audience optimization across brands, markets, and customer segments, reallocating spend to maximize performance and efficiency.
• Own campaign tracking, attribution, and measurement frameworks, including tagging, campaign taxonomy, conversion tracking, and reconciliation with web analytics and booking data.
• Analyze and report performance across channels, markets, customer segments, vehicle classes, and locations, providing actionable insights, forecasts, and optimization recommendations.
• Lead test-and-learn initiatives, including audience, creative, bidding, landing page, incrementality, and geo-based testing to identify scalable growth opportunities.
• Manage external media agencies, platform partners, and marketing technology vendors, evaluating new capabilities, beta programs, and inventory opportunities while ensuring compliance with brand safety standards.
• Collaborate with Brand, Creative, CRM/Loyalty, Revenue Management, and other cross-functional teams to align media strategies with promotional calendars, demand-driving events, and broader business objectives.
• Monitor competitive activity, travel demand trends, and digital advertising platform changes to identify opportunities, mitigate risks, and inform media strategy.

What We’re Looking For:

• 5+ years of experience in performance media planning and buying across paid search, programmatic display/video, paid social, and retargeting, with direct responsibility for conversion and revenue performance. 7+ years preferred.
• Proven success optimizing campaigns to key performance metrics, including ROAS, customer acquisition cost (CAC), bookings, and revenue targets within an e-commerce environment. Experience in travel, hospitality, car rental, or other location-based businesses is strongly preferred.
• Hands-on expertise with Google Ads, Microsoft Advertising, and at least one major DSP, such as DV360, The Trade Desk, or Amazon DSP. Experience with Meta, TikTok, and CTV/OTT advertising platforms is preferred.
• Experience managing substantial media budgets, including forecasting, pacing, and strategic budget allocation across channels and markets to achieve business objectives.
• Strong analytical skills with experience using GA4, Adobe Analytics, Excel, and reporting platforms such as Tableau, Looker, or Power BI. Familiarity with attribution models, tag management, and incrementality measurement is preferred.
• Advanced understanding of paid search strategy, including campaign structure, keyword management, bidding strategies (tCPA, tROAS, and value-based bidding), and ad testing at scale.
• Strong knowledge of programmatic advertising, audience targeting, first- and third-party data strategies, contextual and PMP buying, brand safety, viewability, and frequency management.
• Deep understanding of the customer acquisition lifecycle, including prospecting, retargeting, loyalty, and reactivation strategies, and how channels work together to drive bookings.
• Experience developing and executing testing strategies, including A/B, geo-based, and incrementality testing, while scaling successful learnings.
• Proven ability to manage agencies, platform partners, and vendors, including performance oversight, strategic planning, and campaign execution.
• Strong cross-functional collaboration skills, with experience partnering with e-commerce, CRO, creative, brand, pricing, revenue management, and analytics teams.
• Analytical and commercially minded, with the ability to translate complex data into actionable recommendations and optimize against revenue, profitability, and customer acquisition goals.
• Excellent communication, stakeholder management, project management, and organizational skills, with the ability to manage multiple priorities in a fast-paced environment.
• Working knowledge of creative best practices across search, display, video, and social channels, including landing page optimization and booking-funnel conversion principles.
• Proficiency with Microsoft Office Suite, particularly Excel and PowerPoint. Experience with feed management, dynamic ads, marketing automation, and media technology platforms is a plus.
• Bachelor's degree in Marketing, Business, Finance, or a related field preferred.

What You’ll Get:

• 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