Herc promotes COO to president

Herc Rentals has promoted its senior vice president and chief operating officer Aaron Birnbaum to president, a move the company said aligned with its succession plan.

Birnbaum, who has a 35 year career with Herc, takes up his new position on 1 January 2026 and will assume “broader responsibility while continuing to lead the company’s operational strategy as well as its integration plan [with H&E Equipment].”

Herc’s CEO Larry Silber, who previously also served as president, will continue as CEO and as a member of the board. Herc said; “the transition of the president role to Birnbaum aligns with the company’s succession plan.”

Aaron Birnbaum of Herc Rentals.

Birnbaum has been COO since January 2020, overseeing all of the company’s operations, including sales, fleet and safety, procurement, marketing and customer care.

He has also led the company’s strategic planning, operations and M&A activities. He will continue to lead Herc’s regional and specialty rental teams.

“Aaron is a proven leader who has been instrumental in strengthening our execution, elevating our service culture, and driving sustained, profitable growth across our network,” said Silber.

“His decades-long commitment to Herc, extensive expertise across every part of our business, and deep knowledge of our markets and customers’ needs make him exceptionally well-suited for this next step.

“I am confident that Aaron’s expanded leadership will strongly position us for the future.”