05.12.2019

New COO for Herc

US rental company Herc has appointed Aaron Birnbaum as chief operating officer, replacing Bruce Dressel at the start of the new year.

Dressel is due to leave Herc at the end of this year having joined the company in his current role in June 2015 See New COO for Hertz Equipment

Birnbaum has been with Hertz Equipment/Herc for more than 30 years and is currently a senior vice president operations and sales. His duties over the year have included responsibility for Western, North Central and Canada regions as well as the company’s Entertainment Services and Cinelease operations, strategic planning, operational execution and Merger & Acquisition activities.
Aaron Birnbaum


As chief operating officer he will be responsible for the company’s sales and operations teams, with 4,500 employees and 270 locations. He will be based at the company’s operation in Bonita Springs, Florida.

Chief executive Larry Silber said: “I am pleased to know that our business will continue to be in exceptionally skilled hands as Aaron assumes his expanded role. I am confident that his extensive experience as a leader in our company and our industry, his expertise as a foremost equipment-rental operator, and his deep knowledge of our markets and customers’ needs will add significant momentum to our company’s progress.”

“We value the contributions Bruce made at Herc Rentals over the past four plus years and wish him well in his future endeavours. We appreciate that Bruce will assist in ensuring a smooth transition for the business.”
Bruce Dressel

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