BONITA SPRINGS, FL — Herc Holdings Inc., a North American equipment rental supplier, announces that Aaron Birnbaum has succeeded J. Bruce Dressel as Chief Operating Officer. Dressel left his position as Senior Vice President and Chief Operating Officer on December 31, 2019. Birnbaum most recently served as the company’s Senior Vice President.

With more than 30 years of experience in the equipment rental industry, Birnbaum has a wealth of experience gained from 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. Birnbaum also held leadership responsibilities related to the company’s strategic planning, operational execution and M&A activities.

As Chief Operating Officer, Birnbaum assumes 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 State University and received a Master of Business Administration from California State University, Channel Islands. Birnbaum will be based at the company’s Bonita Springs, Florida, Field Support Center.

“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 Chief Executive Officer. “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.”