Herc Rentals appoints new COO

Herc Rentals’ Chief Operating Officer J Bruce Dressel will be replaced by Aaron Birnbaum when he steps down at the end of the year.

From the beginning of 2020, Birnbaum, who is already a Senior Vice President at the company, will become responsible for the company’s sales and operations teams, which comprise more than 4,500 employees across 270 locations.

Speaking of Birnbuam’s appointment, Larry Silber, Herc Rentals’ President and CEO, said, “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.”

A graduate of both Arizona State and California State universities, Birnbaum has 30 years of rental industry experience.

In addition to overseeing Herc Rentals ProContractor and ProSolutions categories, he will also supervise the strategic accounts unit of Herc Plus, as well as direct and indirect procurement, marketing and customer care functions.