Marketing Manager

Job Summary

The

Marketing Manager

is responsible for generating qualified B2B leads and e-commerce inquiries, and for building brand awareness for Hertz and Thrifty in the Philippines. The role owns the marketing strategy, budget, and campaigns across digital and offline channels, with performance measured by the leads, online bookings, and brand growth it delivers. Working closely with Corporate Solutions, Customer Solutions, and Distribution Development, the Marketing Manager ensures every peso of marketing spend is traceable to pipeline and revenue while protecting the global brand standards of each franchise.

Key Responsibilities

B2B Lead Generation

• Build and run a B2B demand generation program targeting corporate, government, embassy, BPO, and event accounts for Car Rental, Chauffeur-Driven, and Long-Term Leasing.

• Define Marketing Qualified Lead (MQL) criteria jointly with Corporate Solutions and hand off

qualified leads within the agreed SLA.

• Manage lead capture, nurturing, and tracking in the CRM, ensuring every lead is attributed to its

source campaign.

• Develop sales enablement materials (company profile, service decks, case studies, proposal

templates) that support conversion. E-commerce \& Digital Performance

• Drive qualified traffic, inquiries, and online reservations to the Hertz and Thrifty Philippines websites and booking engines.

• Own website conversion performance: landing pages, booking flow improvements, promotions

placement, and A/B testing.

• Plan and optimize paid search, paid social, SEO, and email/CRM campaigns against cost-per-lead

and cost-per-booking targets.

• Coordinate with the Pricing Specialist on promotional offers and with Customer Solutions to ensure web inquiries are answered promptly.

Brand Awareness \& Positioning

• Develop and execute annual brand plans for Hertz (premium/corporate) and Thrifty (value) with

distinct positioning for each brand in the Philippine market.

• Grow brand visibility through social media, content, PR, partnerships, airport and branch presence, and events.

• Direct the content calendar and approve all brand output to ensure quality and alignment with

campaign objectives.

• Monitor competitors and market trends, maintaining the competitive tracker and share-of-voice

reporting.

Brand Compliance, Budget \& Reporting

• Ensure all marketing materials comply with Hertz International and Thrifty global brand standards

and franchise requirements.

• Prepare and manage the annual marketing budget; allocate spend based on lead and revenue

return by channel.

• Submit monthly marketing performance reports to the General Manager covering leads,

conversions, cost efficiency, and brand metrics.

• Manage agencies, media vendors, and freelancers, including scope, deliverables, and cost control.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.

• At least 5 years of marketing experience, with 2 years in a managerial role, preferably in car rental, travel, hospitality, automotive, or B2B services.

• Proven track record in B2B lead generation and e-commerce/performance marketing with

measurable results.

• Hands-on experience with Google Ads, Meta Ads, Google Analytics, SEO, CRM, and marketing

automation tools.

• Experience managing international brand guidelines and agency relationships is an advantage.

• Strong analytical, budgeting, and communication skills; data-driven and results-oriented.