Avis Budget Group • Parsippany, NJ (Hybrid)
2020 ➝ 2022 Senior Manager, Digital Ancillary Revenue & Mobile App Lead (Promotion)
2016 ➝ 2020 Manager, eCommerce Merchandising
Created and implemented the organization’s first ancillary-first strategy across digital and non-digital channels, resulting in more than $50M in incremental revenue annually.
Key Accomplishments:
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Grew share of $2 billion direct digital business to over 40% of total company revenue in Americas region by executing a successful digital transformation strategy, focusing on incremental conversion improvements gathered through successful test and learn efforts.
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Rewrote all website ancillary product copy, increasing take-rates from 2% to 15%, and within two weeks, the two closest business competitors had cloned this language.
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Led the marketing team on several company-wide projects including a complete overhaul of the online ancillary language; introducing online ancillary bundles; the introduction of products like Split My Bill, Curbside Pick-up, Expedited Drop-off, and QuickPass; and a complete redesign of features within the Avis Mobile App.
About My Role.
I joined Avis in 2016 to lead their on-site merchandising efforts. As time went on, I quickly found myself leading their behavioral merchandising, meaning banners that only appeared when visitors would take certain, very specific, actions. That led to being asked by senior leadership to lead a new "ancillary-first" initiative, which quickly had me presenting to our CEO and senior leadership team, and being the go-to person for anything related to ancillary products and how the company sold them.
Portfolio of Work.
Merchandising Banners.
Aa part of my role in leading all ancillary merchandising, we implemented many different kinds of banners, both behavioral, and fixed, which are shown here. The combination of these banners, plus many others, resulted in millions of dollars in incremental revenue for Avis, which was spotlighted during quarterly earnings calls, board-level presentations, and more. These banners were truly one of the highlights for the entire organization, at every single level.
Behavioral Banners.
This "Last Minute Rental" experience was born from data analysis showing that a large portion of customers were booking a rental less than 3 hours before pickup. I personally designed this experience, which was tested and showing to customers who were booking less than 3 hours in advance, and after proving successful, it was fully implemented on the website.
Professional Recommendations
Keith Swiderski
My Direct Supervisor
I had the pleasure of working with Michael at two different companies, first as a colleague and later, I had the opportunity to hire him to work on my team. Michael is a rare talent with an exceptional blend of mathematical acumen and presentation skills. His ability to dissect complex problems and devise effective solutions is truly remarkable.
Michael's passion for problem-solving is only matched by his drive to grow revenue. He consistently demonstrated a deep understanding of our business objectives and was instrumental in driving our team towards those goals. His contributions played a significant role in our team's success.
Beyond his professional skills, Michael's friendly and easy-going nature made him a joy to work with. He has this unique ability to brighten everyone's day with his positivity and infectious smile. His presence in the office always created a positive and energetic environment.
In summary, Michael is a valuable asset to any team with his combination of technical skills, business sense, and positive attitude. I wholeheartedly recommend him for any endeavor he chooses to pursue.
Lisa LaFord-Rovan
Agency Partner
Mike embodies the rare blend of genuine humanity and consummate professionalism. Throughout our longstanding collaboration, he evolved from a client to a friend, an ally, and a source of inspiration. His presence alone motivated our agency team to excel. As a guiding force in digital transformation, Mike's consistent direction and constructive feedback was invaluable, always ensuring that each team member felt valued. His agility in tailoring his approach to individuals, coupled with an emotional intelligence that is second to none, sets a standard we all should emulate. Mike is not just a colleague who makes a lasting impression; he is an example to which we all aspire. Without a doubt, he is the quintessential team player, elevating any group he joins.