Linda Ortiz became Director of Brand Integrity at R.I. Heller Co., LLC in July 2002. Most recently she has worked on brand separation projects for Vanguard Car Rental USA, Inc. Initially charged with rebuilding brand identity for the National Car Rental and Alamo Rent A Car brands during a consolidation project, Linda has since championed the development of the brand assessment program and helped document the standards and guideline manual for the company. Currently, she is responsible for all aspects of both brands as they relate to the overall customer experience.

Linda has been involved in brand image throughout most of her 26 years in the car rental industry. After 4 years serving in various field positions for Budget Rent A Car in Detroit, she joined their corporate office to manage the development of Budget's Quality, Image and Care program. She spent 1-1/2 years working with Budget's field operations to create a matrix system that measured quality, image standards and customer care delivery in the field. Linda then teamed up with Budget's training department to develop and implement a program that trained managers on how to better relate to their employees and how employees could better relate to their customers. Before leaving Budget in 1997,she returned to the field as GM of Philadelphia, Fort Lauderdale and last served as Director of Customer Relations.

With a background in educational transactional analysis in customer treatment, Linda joined the newly created Loyalty Department of Avis Rent A Car in 1997. There, she headed up the department's Southeast Division, where she was instrumental in redesigning bus operations, ready-lines and other rental processes to help create a user-friendly customer flow and reduce customer stress throughout the rental process.