“VP, Business Marketing”
(NY/NJ Metro)
Company Overview
Avis Budget Group (NASDAQ: CAR) operates two of the leading global brands in the vehicle
rental industry through Avis and Budget. Avis is a leading rental car supplier that primarily
serves the premium commercial and leisure segments of the travel industry. Budget is a
leading rental car supplier competing within value-conscious segments of the industry in the
United States and other regions, and as a premium brand in Canada, the Caribbean and
other parts of the world. Budget also operates one of the leading truck rental businesses in
the U.S. The Avis Budget Group recently completed the acquisition of the Zipcar brand,
which is the world's leading car sharing network, with more than 775,000 members. Annual
revenue for the company exceeds $7.4 Billion, and the Avis Budget Group has an estimated
enterprise value that exceeds $12 Billion.
Avis Budget Group and its subsidiaries and licensees provide a complete range of vehicle
rental services through 10,000 rental locations in approximately 175 countries around the
world. The Company has three operating regions: North America, Europe, Middle East &
Africa (EMEA) and Latin America/Asia Pacific. They own and operate most Avis and Budget
car rental offices in North America, Europe and Australia, and they operate primarily
through licensees in other parts of the world. Avis Budget Group has approximately 29,000
employees and is headquartered in Parsippany, NJ. For more information on the company,
you can visit www.avisbudgetgroup.com.
Past 12 Months (NASDAQ: CAR)
© 2013 Wiser Partners, LLC
Avis Budget Group ~ “VP, Business Marketing”
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Scope of Responsibilities
 Segment-Based Marketing – Today, ABG competes in five, primary enterprise channels:
(1) Large Commercial; (2) Mid-Market; (3) Small Business; (4) Local Market; and (5) Travel
Partnerships. The new “VP, Business Marketing” will be responsible for developing a strategic,
tightly coordinated Marketing plan to support Sales and help drive activity that fuels growth
and development in each, unique business segment. Based on research, insights, trends
data, and customer requirements, develop a segment-based strategy, designed to address
the agendas of key commercial channels and accounts, and critical partnerships with airlines,
hotel chains, online travel companies, travel agents, and credit card companies.
 Account Development – Building a highly integrated and collaborative relationship with the
Sales organization (SVP, Sales and Sales leadership team), to develop annual strategic and
tactical Marketing plans that are consistent with—and supportive of—ABG’s business
development agenda. These plans must be designed to drive the company’s three, most
critical measures of performance and success: (1) New account acquisition; (2) Existing
account retention and satisfaction; and (3) Increasing account value by selling additional ABG
solutions to existing accounts. This work will also include ongoing review of all ABG business
development materials and content, ensuring alignment with ABG’s brand standards and core
positioning. This new “VP” must be able to build credibility by understanding key account
needs, identifying innovative solutions and operating with a high level of urgency, to help
advance and deliver business goals.
 Brand Stewardship – Developing and communicating a unified “Avis Budget Group” voice
to business customers and prospects that harnesses the distinct and differentiated equities
and value propositions for the Avis, Budget, and Budget Truck brands. Serve as a passionate
steward, advocate and gatekeeper, by leading governance and compliance with Brand
Standards, Visual Brand Identities, etc., ensuring Sales, business customers and channel
partners experience the brands in a clear, consistent way.
 Innovation – Leveraging B2B marketplace trends, business insights and working very
closely with Sales, key account leaders, and key channel partners, seek opportunities to
enhance delivery of ABG’s overall brand promise, by innovating both the way products and
services are delivered, and the types of products and services being delivered. This work will
be particularly important as the marketplace becomes increasingly competitive, and
technology creates both challenges and opportunities.
 Business Communications – Ensure alignment across the entire ABG organization—
particularly the Sales, Marketing, and Customer Experience teams—to ensure consistency in
how the ABG brands are positioned and communicated across all five business segments, and
communication vehicles (both offline and online). Responsible for embracing and deploying all
critical corporate and brand communications (or standards for development), including
tactical elements like Sales/Business Development materials, Print Advertising, Trade Show
strategies and communications, White Papers, Partner Marketing materials, and all
Interactive and Social Marketing (as-needed).
 Functional Leadership & Development – Build and shape a highly-effective, world-class
ABG Business Marketing capability by hiring, training, motivating and setting leadership
direction for all staff, both internal and external (including a variety of agency and supplier
relationships). Continue to nurture a collaborative and account-oriented Marketing
community, cross-functionally, within the ABG (particularly with Sales and the broader
Marketing team). Review and enhance, where necessary, all Business Marketing processes,
measurements, information systems, etc., that are needed to enable efficiency and
effectiveness.
© 2013 Wiser Partners, LLC
Avis Budget Group ~ “VP, Business Marketing”
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Performance & Success Measures
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Revenue growth and EBITDA targets, by business segment and partner channel
Brand Health metrics (Awareness, Preference, Key Attributes), by segment/channel
Marketing Effectiveness/ROI
J.D. Powers and NPS tracking results
360-degree feedback from internal teammates (particularly Sales)
External account feedback
Reporting Relationship
The new “VP, Business Marketing” will report directly to the Chief Marketing
Officer, Ms. Jeannine Haas. Ms. Haas joined the Avis Budget Group in July of 2011,
following a very successful 12-year run with American Express, where she held a number of
senior Marketing positions, with increasing responsibility across Product Management,
Business Development, Strategic Planning, Loyalty and Customer Marketing. Since joining
Avis Budget Group, Jeannine has been leading a strategic marketing transformation marked
by global rebranding, innovative advertising, media and channel optimization and launch of
the Company’s integrated CRM system. Jeannine started her career at the Ford Motor
Company, where she held positions of increasing responsibility in Marketing and Sales,
Strategic Planning, and Business Development. Jeannine earned a BS in Marketing and
Business from State University of New York at Oswego and an MBA from the University
of Michigan.
Staff & Resources
This position will manage a team of eleven marketing professionals with three direct
reports: 1) Director, Sales Resources & Development; and 2) Director, Business Marketing;
and 3) Senior Manager, Trade. There are also significant external resources (AOR’s,
consultants, business partners) supporting this position.
Key Internal Operating Relationships
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Chief Marketing Officer
SVP, Sales and other Sales leaders
VP, Advertising & Global Brand Management
VP, Consumer Marketing (Digital)
VP, Distribution
Directors, Business Marketing
Key External Operating Relationships
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Corporate Accounts
Airline Partners
Hotel Chains
Travel Agents
© 2013 Wiser Partners, LLC
Avis Budget Group ~ “VP, Business Marketing”
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Compensation & Benefits
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Competitive base salary
Annual performance bonus
Stock options
401K with $1 for $1 match up to 6% after 1 year
PTO/Vacation, Sick and Personal time
Comprehensive health care benefits
Relocation assistance if applicable
Candidate Profile
Experience Base
 B2B/Business Marketing – Direct B2B Marketing experience, from industries such as
Pharmaceuticals, Financial Services, Information Services, Retail, Telecommunications,
and Technology/E-Commerce, where Marketing is responsible for Positioning, Awareness,
Lead Generation and Sales Support.
 Brand Management – Ideal, but not required, Brand Management experience (at least
Brand Manager level), from a blue-chip CPG company such as PepsiCo, P&G, Unilever,
J&J, General Mills, etc., or a non-CPG company with comparable emphasis on the
importance of developing the Brand. Demonstrated experience in Positioning, Product and
Portfolio Management, Marketplace Activation, Segmentation, Insights/Research
Communication Strategy and New Products/Innovation.
 Sales Support – Superior customer relationship skills and a proven track record of
success working within, or alongside, the Selling function (Sales, Customer Business
Development, Trade/Customer Marketing) in a Marketing support role—again, ideally in a
B2B environment.
 Functional Development – Demonstrated success building functional Marketing
capabilities through process design, organizational development, recruiting and training.
Additionally, there should be proven success delivering results with limited
resourcespeople, money and time.
Skill Set
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Listening skills (listen first, then respond)
Intellectual horsepower (highly analytical & strategic)
Strong relationship management and interpersonal skills (high EQ)
Persuasion (proven ability to influence others towards an idea or goal)
Complex problem-solving (create options, then converge)
Innovative and creative thinking (need fresh thinking)
Highly resourceful (stretches people and money; compresses time)
Organized and attention-to-detail approach (strong tactical execution)
People Management (talent acquisition, performance management and training)
Collaborative and credible (works toward win-win; accountable)
© 2013 Wiser Partners, LLC
Avis Budget Group ~ “VP, Business Marketing”
Personality Profile
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Sense of urgency
Commercial mentality
Team player
Self-directed/motivated
Flexible and adaptable
Results orientation
Enthusiastic, energetic
Strong work ethic
Low ego/status needs
High integrity, authentic and trustworthy
Search Contact
David Wiser
Principal Partner – Cincinnati, OH Office
david@wiserpartners.com
513.919.4000 (M)
File: Position Specification/ Avis Budget/ABG VP Business Mktg Spec (10 11 13-F-DW)
© 2013 Wiser Partners, LLC
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