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Hertz hires former Nationwide marketer Matt Jauchius as new CMO

Hertz has named former Nationwide marketer Matt Jauchius as executive vice president and chief marketing officer.

Jauchius will lead marketing strategy for the car rental giant's Hertz, Dollar, Thrifty and Firefly brands, including customer experience, e-commerce, loyalty program, customer relationship management, social media and ancillary revenue generation efforts worldwide.

A 20-year industry veteran, Jauchius led marketing at Nationwide until leaving the insurer at the turn of May this year. During his time there he was credited with overhauling the company's corporate branding strategy, but his tenure came to an end following criticism over Nationwide's controversial 'dead boy' Super Bowl ad.

"Matt brings to Hertz significant expertise across many marketing disciplines with a strong track record of leading successful integrated brand strategies," said Jeff Foland, senior executive vice president and chief revenue officer.

"He is an ideal fit to lead our continued brand architecture work and reinvigorate activity around our loyalty programs and customer experience offerings. We will be leaning heavily on his leadership and experience in these areas as we bolster our brands and develop a strong, differentiated customer experience for each of them."

Prior to Nationwide, Jauchius was an associate principal at McKinsey & Company, working with client marketing organizations across a number of business sectors.

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