Marketing Analytics Manager

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Marketing Analytics Manager


5,470 reviews


Estero, FL 33928


5,470 reviews

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General Responsibilities

The Manager, Marketing Analytics is responsible for delivering data validation and insights across the marketing department using Google Analytics, Terra Data, and Tableau visualization by using ad hoc reporting and automation. This role works on the e-commerce team within Hertz- the fastest growing part of the business and of great strategic importance for the broader company.

Connects data and insights from multiple digital and traditional channels to understand the customer journey and support decision-making frameworks

Provide leadership in developing best practices for measuring and optimizing strategic marketing investments and campaigns to drive data-driven decision making and operational performance and excellence across Hertz, Dollar, and Thrifty brands

Consolidate reporting intra-department finding synergies within reporting structures and analytics within Marketing.

Automate and define process of regularly scheduled reporting for multiple teams and targets across all brands identifying strategy goals, tracking pace and areas of risk and opportunities.

Centralize via prioritization of all reporting asks, ad hoc requests, and new functionality based on revenue opportunities and full understanding of workload to complete.

Produce weekly and monthly reports, develop dashboards, consolidate, and validate data

Develops and shares customer data management best practices and strategy

Leads data projects to better understand digital customers, content and product offerings and leverage that data in delivering a best in class customer experience

Designs and develops digital customer data strategy and business rules in service of the needs of customer experience and business goals.

Establishes a formal mechanism to rationalize customer data gathered directly and indirectly

Oversees design of the customer data model into an architecture to support the customer data strategy.

Develops and activates business rules to determine most trusted sources for each customer data element.

Enhances and adapts the customer data model over time as digital business initiatives and customer experience matures and evolves.

Works with Digital Performance Management peers to understand data needed to support measurement of KPIs and metrics for all experiences.

Ensures that all relevant and accurate customer data is modeled and updated within the marketing automation solution (Salesforce Marketing Cloud) to use for both segmentation and personalization in digital marketing and CRM campaigns

Ownership for customer data quality, ensuring all data that is shared or received is of the highest quality, correctly formatted, and compliant with all regulations

Works with 3rd party agencies and data acquisition team on manipulating, cleaning, and inputting data into systems

Key result areas:

Revenue performance: Define and create an integrated view of revenue performance (backward-looking and forward-looking) across all channels and planning segments for Hertz, Dollar, and Thrifty brands

Marketing performance: Collaborate across Marketing, Revenue Management, Sales, and Finance to align on metrics for measuring marketing spend performance and syndicate across the enterprise

Collaborate with leaders in other marketing teams, to drive the consumption of monthly reports and aid in data driven decision making

Design and develop analytics approaches and data strategies to test marketing spend effectiveness

Help build analytical models like multi-variate regression and forecasting for customer insights generation

Provide a perspective on how to optimize resource allocation across 4 Ps (product, place, promotion, price), level of spend and allocation within a P; identify opportunities to optimize go to market investments

Mandatory Requirements

Educational Background:

Degree in Data Science and Statistics/ Computer Science / Information Technology / Engineering

Bachelors Degree required

Professional Experience:

Min 5+ years of professional experience within marketing, revenue management, E-commerce, digital marketing, or related field

Must have demonstrated track record of analysis; creating measurement plans, using data to inform business decisions, operationalizing insights using software like Tableau, etc.

Experience with customer attribution and competitive intelligence a plus

Undergraduate degree in marketing, business management, economics, finance, mathematics, or related / relevant field required

Experience with Big Data technologies (Hadoop, Cassandra, Hive, Pig, Impala, Parquet, etc.) and large data warehouse implementation (Oracle, Teradata, GreenPlum, SAP Hana, Netezza TF)

Experience in reporting architectures (SAS, MicroStrategy, Oracle, SAP BO, Pentaho, Tableau, and Cognos)

Experience with marketing automation tools (Salesforce Marketing Cloud preferred)

Experience in CRM modeling, analytics, and campaign execution (Salesforce, Adobe, SAS, Unica, Teradata, Oracle)

Expertise with Microsoft Office suite (including advanced Excel skills and advanced PowerPoint usage)


Expertise in digital quantitative and qualitative analytics and digital customer data models

Strong understanding and experience in data governance

Understanding of data warehouses and Big Data technologies

Strong understanding of data structures and relationships in databases and flat files

Strong understanding and experience with A/B and MVT testing applied to digital marketing and CRM campaigns and programs

High proficiency in digital marketing and CRM KPIs, analytics, testing and optimization

Proficient in deriving insights from digital customer data and applying to digital marketing and CRM campaigns


Demonstrated ability to work in, across, and with large teams

Established track-record of influencing stakeholders from other functional areas with limited formal authority

Strong background in strategic problem solving

Excellent written and verbal communication skills. Comfort communicating across all levels within the organization

Effective organization and time management skills with ability to work under pressure and adhere to project deadlines.

Advanced Microsoft Suite product knowledge (e.g., Powerpoint, Excel)

Advanced skills in SQL, SAS, Python, and Tableau

Proven verbal and written communication

Positive attitude

EEO Statement

Hertz is a Drug-Free Workplace. All employment is contingent on successful completion of drug and background screening.

Hertz is an equal opportunity affirmative action employer and administers all personnel practices without regard to race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, marital status or domestic partnership status, disability, protected veteran status or military status, genetic information, or any other category protected under applicable law. Hertz is committed to taking affirmative steps to promote the employment and advancement of minorities, women, persons with disabilities and protected veterans.

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