04:59 PM EST, 11/24/2025 (MT Newswires) -- Herc ( HRI ) said Monday that Aaron Birnbaum, who was most recently senior vice president and chief operating officer, has been promoted to president, starting Jan. 1.

Chief Executive Larry Silber, who previously also held the president role, will stay in his role as CEO and as a member of the board, the company said, adding the transition of the president position to Birnbaum is aligned with Herc's ( HRI ) succession plan.

Birnbaum will have broader responsibility in his expanded role, while continuing to lead the operational strategy and integration plan, Herc ( HRI ) added.