“Director, CRM”
(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 (“ABG”) 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)
© 2014 Wiser Partners, LLC
Avis Budget Group ~ “Director, CRM”
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Position Overview
Reporting directly to the “VP, Consumer Marketing“ (Mr. Neal Zamore), and based
at the company’s headquarters in Parsippany, NJ, this new role will develop bestin-class CRM strategies and initiatives focused on maximizing reservations,
revenue and profitability by driving customer loyalty and CLV. Primary responsibility
for driving revenue and CLV (customer lifetime value) by improving customer engagement, and
long-term loyalty. ABG has launched a new CRM program and has plans to launch an exciting
new Loyalty program, and this new Marketing leader will need to advance these efforts further
into the market. “Loyalty” and CRM will look different for each of the ABG brands, so this work
must be tailored to the business needs of each brand, designed with input from Brand
Marketing, Information Technology, Insights/Analytics, Creative, Agencies, Operations, Finance,
and other functions. They will lead all Loyalty and CRM activity—beyond the design of the
program—for all brands. This CRM work will require ongoing segmentation and targeting
strategies, based on robust analytics and measurable ROI.
Scope of Responsibilities
 Segmentation and Targeting – The new “Director, CRM” will be responsible for
developing a quantitatively-derived, fact and insight-based segmentation framework that
identifies, defines and prioritizes the highest potential Avis Budget customers with the
greatest Customer Lifetime Value (CLV) in order to appropriately allocate Marketing resources
to capitalize on these segments in a manner that meets ABG’s payout and ROI hurdles. This
segmentation work will help drive the design and utilization of a proprietary ABG prospect
database, which will be optimized for each critical customer segment and channel.
 Contact Strategy – Help identify, test, implement and govern—with leadership and input
from Channel Management, Campaign Management, other Marketing and IT colleagues—
the optimal contact strategy to help determine “who gets what, when and how” in order
to maximize customer CLV. Continually help define customer segmentation
(demographics, psychographics, buying behavior and motivations, etc.) and optimize for
each critical customer segment product/solution, and channel. Design the optimal contact
strategy with input from Insights & Marketing Analytics.
 Brand Stewardship – While not directly responsible for managing the Avis Budget
brands, this individual should collaborate and interact with all the Marketing leaders,
internal creative personnel, as well as with external agency partners, to ensure all ABG
loyalty programs differentiate and enhance the ABG core brand equities across all
customer touch-points, and all relevant channels, both offline and Digital.
 Functional Operations Improvement – Review and enhance, where necessary, all
loyalty and CRM processes, measurements, information systems, etc., that are needed to
enable the ABG Marketing function to operate efficiently and effectively in pursuit of its
customer loyalty and CLV objectives.
 Team Management & Development – The new “Director, CRM" will be responsible for
enhancing Loyalty and Tier Management by overseeing and improving organizational
design, structure, priorities, management processes and reporting information systems.
The “Director” will evaluate existing employee and competency levels and be responsible
for retaining those with superior talent and hiring, developing and promoting new talent.
© 2014 Wiser Partners, LLC
Avis Budget Group ~ “Director, CRM”
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Performance & Success Measures
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Revenue growth and EBITDA targets, by customer segment
Increased CLV
Acquisition of new customers
Retention of existing customers
Increased customer contribution (increasing revenue received from customers)
Brand Health metrics (Awareness, Preference, Key Attributes), by segment/channel
Marketing Effectiveness/ROI
360-degree feedback from internal teammates
Reporting Relationship(s)
This new “Director, CRM” will report to Mr. Neal Zamore, “VP, Consumer Marketing”
at the Avis Budget Group. In this role, Neal has accountability for all of ABG’s Digital
properties, Campaign Management, CRM and Social Media. Prior to this, he was in charge of
Strategic Marketing for Cigna Healthcare in Bloomfield, CT, where he held a similar role.
Before joining Cigna, he was the SVP in charge of eSolutions and Client Intelligence at
Allianz Global Investors. And, before Allianz, he was the VP, Director of Electronic
Commerce at OppenheimerFunds for eight years. Under his direction, OppenheimerFunds’
had the number one Financial Advisor website and number two Shareholder website in the
industry, and also created the number one financial advisor newsletter. Prior to joining
OppenheimerFunds in May, 2000, Neal was VP of New Products and Solutions for GE
Capital's e-Business Group in Stamford Connecticut. Prior to GE, he headed up MetLife's
Interactive Commerce Group, and developed the Internet/Intranet Development Unit within
Arthur Andersen's Business Consulting Group. Neal is a graduate of the University of North
Carolina at Chapel Hill.
Key Internal Operating Relationships
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VP, Consumer Marketing
VP, Insights & Marketing Analytics
Director, Channel Management
Director, Digital Marketing
Director, Global Brand Management
Staff and Resources
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Sr. Manager, Loyalty & Tier Management
Sr. Manager, Data Integration
Manager, Loyalty & Tier Management
Sr. Analyst
Contractor
© 2014 Wiser Partners, LLC
Avis Budget Group ~ “Director, CRM”
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Compensation & Benefits
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Competitive base salary
Annual performance bonus
Stock options
401K
PTO/Vacation, Sick and Personal time
Comprehensive health care benefits
Relocation assistance (as needed)
Candidate Profile
Experience Base
 Customer Relationship Management – Experience designing and deploying a
comprehensive, multi-channel CRM program (acquisition and/or retention-focused),
utilizing a variety of incentives and rewards to establish and enhance purchase,
membership, and loyalty over time. These programs should include both online and offline
channels and tools for building and driving engagement and loyalty, supported by the
most sophisticated Segmentation, Analytics, and Direct Marketing. Ideally, this new hire
will have experience with IBM’s Unica EMM software.
 Services Experience – Ideally, candidates will have experience Marketing a branded
service (versus just products)—requiring an involved purchase decision—to consumers,
leveraging both online and offline vehicles, within a highly competitive market segment.
• Functional Development – Demonstrated success building organizational capabilities
through process design, organizational development, recruiting and training highperforming Marketing teams. This also includes developing the optimal lineup of external
agency partners, contractors, consultants and other supplier partners.
Skill Set
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Strong relationship management and interpersonal skills (high EQ)
Influencing skills (proven ability to persuade others towards an idea or goal)
Organized and attention-to-detail approach (strong tactical execution)
Innovative (need fresh, imaginative thinking)
Organizational leadership and team development (leads through influence)
Translates core business strategies into actionable initiatives (service orientation)
Intellectual horsepower (highly creative and strategic)
Listening skills (listen first, then respond)
Highly resourceful (stretches people and money; compresses time)
Ability to express ideas clearly both verbally and in writing (communication excellence)
Commercial mentality (keen understanding of P&L & financial analysis)
© 2014 Wiser Partners, LLC
Avis Budget Group ~ “Director, CRM”
Personality Profile
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Collaborative
Courageous (not afraid to challenge the status quo)
Self-directed/motivated
Flexible and adaptable
Results orientation
Tenacious work ethic
High integrity and trustworthy
Intellectually curious
Selfless (ego in-check)
Search Contact
David Wiser
Principal Partner – Cincinnati, OH Office
david@wiserpartners.com
513.919.4000 (M)
File: Position Specification/ Avis Budget/ABG Director CRM Spec (02 04 13-F-DW)
© 2014 Wiser Partners, LLC
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