Automotive rental agency, The Hertz Company has named Wayne Davis as its govt vice chairman and chief advertising and marketing officer, which is able to see him lead the advertising and marketing methods for its Greenback, Thrifty and Hertz manufacturers with a concentrate on the expansion of electrical autos.
Taking over the publish from January 3, Davis will be part of from GE Home equipment the place he has been main its premium Café model. Earlier than that, he held a number of roles inside GE Home equipment, together with senior model director for Haier & Hotpoint and business chief for GE Home equipment’ FirstBuild innovation hub, the place he led the launch of the Opal Nugget Ice Maker.
At Hertz, he can be chargeable for the corporate’s advertising and marketing, charged with driving efficient model attain and buyer engagement, taking up from Laura C. Smith, who has held the function for the final two years and can proceed as evp, world gross sales and buyer expertise.
Smith has stuffed the function within the absence of a CMO since 2020 when the corporate went bankrupt through the Covid-19 pandemic when journey restrictions meant there was abruptly no demand for rental automobiles around the globe. It emerged from chapter the next summer season when demand picked up once more following the lifting of restrictions.
Based on a report from Reuters, Hertz intends to buy as much as 65,000 electrical autos over 5 years from Swedish EV maker Polestar to be made accessible throughout Europe, North America and Australia.
In September, it was additionally reported that Hertz additionally intends to order as much as 175,000 electrical autos from Normal Motors because it strikes in the direction of a zero emissions objective.
Stephen Scherr, the chief govt of Herz, stated: “Wayne’s brand-building expertise and experience in data-driven advertising and marketing analytics is a robust mixture, and I’m excited concerning the imaginative and prescient he’ll deliver to Hertz as we remodel our enterprise via electrification, shared mobility and a digital-first buyer expertise.”
Davis described Hertz as “an iconic model with limitless potential.”
He added: “I’m excited to get began with a proficient advertising and marketing group to deliver much more breakthrough concepts to {the marketplace} and join Hertz with our shopper, company and rideshare prospects.”
