Herc Holdings names Aaron Birnbaum president

Herc Holdings (HRI) announced that Aaron Birnbaum, most recently senior vice president and chief operating officer, has been promoted to president, effective Jan. 1, 2026. In his expanded role, Birnbaum will assume broader responsibility while continuing to lead the company’s operational strategy as well as its integration plan. Herc Rentals Chief Executive Officer Larry Silber, who previously also served as president, will continue in his role as CEO and as a member of the company’s Board of Directors. The transition of the president role to Birnbaum aligns with the company’s succession plan.