The Sr Analyst, Paid Digital is responsible for coordinating, implementing, and managing both digital and non-digital Paid Media Marketing strategies for the Hertz portfolio of brands. The role helps power our search engine marketing and pay per click campaigns and responsible for driving traffic to the websites to achieve yearly goals. The Analyst is part of a greater Paid Digital team which develops innovative ways of improving optimizations and demand generation tactics together with strong upper funnel paid advertising.
The starting salary for this role is $55K; commensurate with experience.
What You'll Do:
- Responsible for supporting business objectives for each of our brands and services through the appropriate media mix and tactics.
- Assist in managing partner and publisher relations, improving keyword generation, bid optimization, landing page resolution and testing, ad text testing, campaign management and reporting tools.
- Develop and maintain strategy documents, budgets, and project plans for areas of ownership across baseline brand advertising, brand campaigns, and partner/channels tests.
- Utilize successful bidding strategies and effective keyword management on pay-per-click search engines and OTAs to hit target acquisitions volume goals and efficiency metrics.
- Drive key performance metrics (KPI's) in new customer media attributed acquisition and retention, analytics and reporting.
- 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.
- Drive key performance metrics (KPI's) and analytics; particularly new customer acquisition through media.
- Lead all reporting meetings for Senior Management, including communicating key metrics, YoY analysis, goal attainment and optimization opportunities
- Provide detailed analysis of key metrics and program tracking techniques in order to increase overall customer brand awareness, consideration and trial
- Actively test and analyze new media partners, publishers, and placements to increase ROI and drive incremental volume.
- Data mine for anomalies, break points and opportunities, particularly for mobile advertising and increased Hertz APP adoption.
- Collaborate with all internal teams to define site instrumentation, media attribution models, lifetime value models and media mix analysis and optimization
- Work closely with the finance team in coordination for paid advertising budgets, monthly accruals, new advertising opportunities through venture, and direct agency media and technology spending.
- Build coordinated online media plan to maximize engagement and traffic generation across digital media; leveraging paid, owned and earned media channels to support demand generation.
- Consistently evaluate new tactics, channels and products
- Manages test and learn capabilities for paid display and paid search improvement collaborating closely with the Digital Performance team and the agency partner.
What We're Looking For:
- 3 years' experience in Digital Media Marketing
- Bachelor's degree in marketing, communications, business, advertising or related degree
- Moderate to expert proficiency in Trade Certifications digital platforms and software (Google Adwords, Google Analytics (GA4), Bing, Kenshoo, Meta, Microsoft, Doubleclick, Salesforce)
- Defining, implementing, and optimizing paid digital campaign strategies and best practices
- Executing and managing digital marketing campaigns and programs
- High proficiency in Paid Digital KPIs, analytics, testing, and media optimization.
- Experience working/liaising with large media agency team 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 supporting strategic plans.
- 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 a plus.
- Ability to collaborate with internal and external stakeholders across multiple functions and locations.
- Excellent verbal and written communication skills.
- Flexible and adaptable; ability to work effectively in ambiguous situations.
- Ability to keep a positive attitude and work in a fast-paced environment.
- Ability to work under minimal supervision with a goal-oriented mindset.
- Ability to see the big picture and leverage critical thinking and decision-making skills.
- Excellent organization, time management and prioritization skills.
- Excellent analytical skills with attention to detail.
- Strong interpersonal and presentation skills.
- Results driven, ability to make decisions and help solve problems.
- Proven creative mindset and innovative thinking.
- Courageous, collaborative and accountable.
What You'll Get:
- Up to 40% off 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
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 STATEMENTAt 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