Job Title: European Digital Manager
Job Type: Permanent
Location: Uxbridge, Middlesex
Salary: Market Rate
Start Date: Open with Notice
Reference: 284984-61983
Job Description - Manager Digital Operations- Europe
Manager Digital Operations, reporting to the Director, Brand Marketing & Digital EMEA of the Hertz Corporation in Uxbridge, United Kingdom.
Own and drive the commercial performance of the Hertz Corporate websites across Europe, on a daily basis by reviewing and improving the execution of both online marketing and merchandising ; and on long-term basis by influencing content and usability strategies.
Commercial performance
Hit and beat the commercial targets for the websites in terms of revenue and conversion
Maximise the revenue per visitor by leveraging the real estate on the site, including by testing and implementing ad sales with third-party publishers
Proactively drive actions to anticipate, diagnose and remedy drops in sales/visits/conversion, by monitor key indicators on a daily basis such as sales, visits, conversion, cost of sales, click through rates for top banners
Liaise with the local teams on at least a weekly basis to anticipate needs and identify actions/threats/opportunities with competition as well as sharing best practices
Coordinate with the Usability and Customer experience team to ensure that conversion and user experience regularly improve
Online marketing performance
Communication
Get buy-in and support from the country marketing managers by agreeing targets and KPIs and sharing results precisely and transparently
Search marketing
Grow Hertz share of the paid search market profitably by creating integrated processes between the agency (bidding) and Hertz (product and pages)
Identify opportunities for both growth and improvement in the different campaign categories and set targets accordingly
Establish effective ROI targets for key campaigns, leveraging attribution modeling
Drive continuous improvement of paid search KPIs such as quality score, bounce rate, conversion ; ensure that the portfolio management is dynamic and effective
Display/retargeting
Provide Hertz with the right level of visibility in Display, establishing and monitoring the return on investment for this channel, and increasing the share of voice below saturation
Leverage the econometrics models to quantify the contribution of display and retargeting investment
Where possible, measure share of voice and spot opportunities
Implement tracking on all pages, test and refine a retargeting strategy
As for paid search, challenge and improve the effectiveness of the asset portfolio by constantly selecting the profitable investments and pruning the inefficient ones
Affiliation
Grow the contribution for the channel, developing partnerships with key partners and managing the long-tail effectively
Identify share of voice, opportunities for growth and opportunities for improvement
Develop regular meetings and dedicated plans for the top 10 affiliates with challenging targets and supporting actions
For the long-tail set specific targets for the agency to recruit and animate a strong affiliate network
Strictly monitor brand bidding
Merchandising
Promotion activity
Consistently grow the sales and revenue stemming from global promotions by refining execution each time
Working with local teams, breed successful national campaigns integrating local partners and marketing activity
Planning: liaising with pricing and the countries, determine the level of demand required, adjust the offer and marketing support accordingly
Real-estate and banners
Constantly improve conversion and revenue per shopper from the merchandising banners, by selecting best performing messages, offers and creatives across Europe
Introduce ad sales ancillary revenue by testing program and monitoring traffic and car rental evasion
Proactively work with Country Marketing Managers and Direct Marketing CoE Team to ensure that the right mix of offers (Domestic and outbound) appear on all European Sites. Establish with the markets principles for domestic merchandising, corporate merchandising and ad sales
Monitor the performance of banners, click-throughs and conversion across Europe to identify, select and grow best performing combinations
Balance the use of banners in the website, confirmation e-mail and bon voyage e-mail to maximize revenue opportunity while ensuring an optimum customer experience
Ensure that all banners loaded onto European website meet online brand guidelines
Monitor competitor activity to establish the most successful merchandising approaches in Europe
Pricing
Develop a pricing index for European leisure direct in a first place, then for the main domestic leisure products and liaise with pricing to ensure the price positioning is sensible
Social Media
Ensure that the campaigns and messages are appropriately relayed in the relevant social media pages
She/He will have the management responsibility of a team of 3 people
Essential:
Ability to think and plan strategically combined with good day-to-day management
Ability to manage multiple projects in a fast-paced, deadline driven environment
Experience of managing budgets and working towards challenging timeframes
Exceptional communication and organisational skills
Proven stakeholder management experience in a complex, international environment
Experience of managing content for high traffic websites
Fluent English language skills
Excellent reporting and analytic skills
A Bachelor's degree (or equivalent)
Preferable:
Worked with a multi-country single-platformed site
Pan-European experience
Multi Lingual/Bi Lingual
Experience in executing sourcing activities and managing suppliers and negotiations
Experience of using an Adserving tool
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