When Marinello stepped in as CEO of Hertz in 2017, the car-rental industry was in disarray, with upstarts like Uber and Lyft providing an alternative to renting. Facing losses of nearly $500 million that fiscal year, she knew Hertz was in need of drastic change. After instituting a tech overhaul and downsizing of its fleets, Hertz saw a profit of $327 million in 2017. Now it’s speeding into the next phase of its turnaround, rolling out new systems to improve customer experience and streamline the rental process.
