Rermag 11947 Herc Rentals 1 3

Herc Rentals Names Birnbaum COO, Succeeding Dressel

Dec. 4, 2019
Herc Rentals has named Aaron Birnbaum chief operating officer, succeeding Bruce Dressel effective Jan. 1, 2020.

Herc Rentals has named Aaron Birnbaum chief operating officer, succeeding Bruce Dressel effective Jan. 1, 2020. Dressel will leave his position as senior vice president and COO Dec. 31, 2019. Birnbaum is currently the company’s senior vice president and his appointment is in keeping with the company’s succession plan, Herc said.

Birnbaum has more than 30 years of experience in the equipment rental industry, all with Herc Rentals and its predecessor business, Hertz Equipment Rental Corp. Birnbaum has had multiple responsibilities with Herc, including oversight of the company’s Western, North Central and Canada regions as well as the company’s Herc Entertainment Services and Cinelease units. He has also held leadership responsibilities related to the company’s strategic planning, operational execution and merger and acquisition activities.

As COO, Birnbaum will assume responsibility for the company’s sales and operations teams, overseeing more than 4,500 employees and approximately 270 Herc Rentals locations. He will also oversee the company’s ProSolutions and Herc Rentals ProContractor categories, its Herc Plus strategic accounts unit and the direct and indirect procurement, marketing and customer care functions.

Birnbaum graduated from Arizona St. University and received an MBA from California State University, Channel Islands.

“I am pleased to know that our business will continue to be in exceptionally skilled hands as Aaron assumes his expanded role,” said Larry Silber, president and CEO. “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 endeavors. We appreciate that Bruce will assist in ensuring a smooth transition for the business.”

Birnbaum is based at the company’s Bonita Springs, Fla., field support center.

Herc Rentals is No. 3 on the RER 100.