Job Purpose

The Specialist, Brand Marketing coordinates marketing programs, field activations, events, tradeshows, associations and sponsorships that support customer engagement and business growth. This role manages projects from intake through completion, working across departments and with external partners to keep deliverables, budgets and timelines on track. The successful candidate is organized, proactive and comfortable managing multiple priorities in a fast-paced environment. 

What you will do...

This role's responsibilities span three primary areas of focus: Marketing Programs, Operations & Field Enablement; Event & Tradeshow Execution; and Association & Sponsorship Strategy.

Marketing Programs, Operations & Field Enablement 

• Partner with Sales, Operations and other internal teams to execute marketing programs and business development initiatives aligned with customer, product, training and location priorities. 
• Support sales blitzes, red tag sales, customer outreach, branch promotions, Greenfields and other local or enterprise marketing activations to drive incremental revenue.
• Coordinate Marketing project intake, clarify requirements, manage timelines and track deliverables through completion. 
• Leverage audience insights, customer data, and channel recommendations to support effective campaign execution and revenue-generating marketing initiatives.
• Coordinate purchase orders, invoices, budget tracking and vendor deliverables in partnership with internal teams. 
• Maintain the Marketing Herc Central page with updated content, assets, etc. 
• Identify process improvements, templates and operational efficiencies that strengthen execution and scalability across Marketing. 

Events, Tradeshows & ProExpo 

• Coordinate end-to-end planning and execution for customer events, open houses, industry conferences, tradeshows and ProExpo initiatives. 
• Develop and maintain events and tradeshow playbooks, checklists, turnkey marketing materials and asset inventories for recurring initiatives, including open houses, customer events and ProExpo.
• Manage event workplans, budgets, registration, attendee needs, travel logistics, vendors, signage, equipment and post-event follow-up. 
• Maintain brand compliant inventories of booth properties and event assets held by third-party vendors; coordinate refreshes, shipping, storage, repairs and disposition as needed. 
• Partner with Sales and National Account leaders to define event objectives, audience strategy, ROI, lead capture and follow-up expectations. 
• Evaluate events and tradeshow results and recommend improvements to future participation, resources and investment. 

Associations & Sponsorships 

• Stand up new protocols and a governance playbook for association and sponsorship engagement, including evaluation criteria (e.g., lead generation, brand lift, media value, renewal rate), approval workflows, budget tracking and renewal/exit decision points.
• Research and evaluate current and new association and sponsorship opportunities based on strategic fit, audience reach, cost and potential business impact. 
• Prepare business cases and recommendations for new, renewed or discontinued partnerships using established criteria and performance measures. 
• Serve as the day-to-day liaison with association and sponsorship partners, ensuring Herc Rentals’ commitments and contracted benefits are current and fully leveraged.
• Partner with Sales and internal stakeholders to activate benefits such as speaking opportunities, customer engagement, visibility and lead generation to maximize brand awareness and pipeline impact. 
• Maintain centralized tracking of contracts, budgets, commitments, deliverables, performance and renewal dates. 

Requirements

• Bachelor's degree in Marketing, Communications, Business, Hospitality, Event Management or a related field. 
• Two to five years of experience in marketing, events, tradeshows, sponsorships, project coordination or a related discipline. 
• Proven ability to manage multiple projects, stakeholders, vendors and deadlines with accuracy and attention to detail. 
• Strong written, verbal, analytical, organizational and presentation skills. 
• Ability to work independently, exercise sound judgment, solve problems and adapt to changing priorities. 
• Collaborative relationship-builder who can influence work across functions without direct authority. 
• Proactive and accountable, with a strong sense of urgency and consistent follow-through. 
• Ability to maintain confidentiality and exercise discretion. 
• Working knowledge of marketing processes, project management practices and business tools. 

Skills