The Hertz Corporation Director - Search Engine Marketing (SEM) in Estero, Florida

General Responsibilities:

  • Responsible for Global paid SEM, Display, Video media strategy, supporting business objectives for each of our brands through the appropriate media mix and tactics.

  • Define and execute an SEM roadmap aligning team goals to business objectives and improving keyword generation, bid optimization, landing page resolution and testing, ad text testing, campaign management and reporting tools.

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

  • Oversight of Agencies and SEM Analysts and all related vendor relationships to create, implement, track, analyze and optimize paid search campaigns in Google AdWords, Yahoo! Search Marketing, Bing, and other search engines.

  • Utilize successful bidding strategies and effective keyword management on pay-per-click search engines to hit target acquisitions volume goals and efficiency metrics (CPA, CPL).

  • Leverage full tool-kit of media opportunities at a global, national and local level.

  • Drive key performance metrics (KPI’s) 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.

  • Provide consistent and effective support to Senior Management on forecasting and new business opportunities.

  • 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 earned paid, owned and earned media channels to support demand generation.

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

  • Develop a strong organic search strategy.

  • Consistently evaluate new tactics, channels and products.

  • Identify opportunities to leverage their channels or invest in marketing initiatives to support our overall media and new customer acquisition strategy.

  • Own financial performance and ROI for all media spend.

  • Establish data driven metrics and KPI reporting, assessments, and RCA.

  • Manages test and learn capabilities for paid display and paid search improvement collaborating closely with the Digital Performance team and the agency partner.



Mandatory Requirements:

Educational Background:

  • Master's Degree inMarketing/BusinessManagement highly preferred

  • Bachelor’s Degree required

Professional Experience:

  • 7-10 years of relevant media strategy experience, with specific focus on traditional offline media, and digital media at the national and local level

  • 5-7 years of experience with media buying and negotiating with a variety of stakeholders from large, national media companies to small local ones

  • 5-7 years of experience leading teams

  • 3-5 years of experience managinglarge 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


  • 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


  • Process driven and highly structured thinker

  • Able to deeply understand customers and transfer customer knowledge into improved digital experiences

  • 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 marketingchannels, strategies, and best practices

  • Proven creativemindset and innovative thinking

  • Excellent analytical skills with attention to detail

  • Excellent leadership, negotiation, interpersonal, and presentation skills

Job ID 122012

# Positions 1

Location US - FL - Estero

Category Marketing