Choice Hotels International
Sr. Director, Brand Management & Strategy - Midscale Brands
Choice Hotels International, North Bethesda, Maryland, United States
Sr. Director, Brand Management & Strategy - Midscale Brands
Base pay range: $184,269.00/yr - $216,939.00/yr Overview Choice Hotels, one of the world’s largest lodging franchisors, has an exciting opportunity as our
Sr. Director, Brand Management & Strategy - Midscale Brands
in the
Core Brands Strategy and Operations
department. The Sr. Director leads planning and execution of short- and long-term brand strategies for the Midscale brands, driving brand preference, performance, and growth within the Midscale portfolio. This leader will drive adoption and implementation of brand initiatives across internal partners, owners, property management companies, and developers, in alignment with the broader Core portfolio strategy and corporate business objectives. Responsibilities Develop the long-term vision and strategy for Choice’s Midscale brands, including Sleep Inn, Clarion, Clarion Pointe, and Quality Inn. Serve as a strategic brand champion to internal partners and external owners, property management companies, and developers. Partner with Commercial & COE leaders (Operations, Procurement, Architecture & Design, Sales, Loyalty, Marketing, Revenue Management, Finance) to create performance-driving strategies, programs, and processes. Lead planning and execution of strategic brand priorities within the Midscale segment, ensuring cross-functional alignment and identifying opportunities for innovation. Inspire and develop a team of Brand leaders, fostering a culture of collaboration, performance, and excellence. Your Responsibilities Brand Strategy & Execution Lead long-term strategic planning and annual brand planning for the Midscale brands, aligned with corporate objectives and five-year growth targets. Develop winning strategies to drive brand differentiation and performance within the Midscale segment. Leverage knowledge of COEs (revenue management, channel and distribution strategy, marketing, loyalty, and more) to collaborate with COE leaders on segment-specific strategies. Partner with Analytics and Finance to quantify program success and identify optimization opportunities. Drive multi-year strategic brand plans and initiatives with cross-functional buy-in across the organization (Franchise Development, Marketing and Distribution, Loyalty, Technology, Brand Compliance, Operations, Legal). Drive increased share through differentiated brand positioning, hallmarks, amenities, design, and experiences across brands. Develop and communicate business cases for key brand initiatives to gain internal and external support. Strategic Brand Champion Represent Choice and the Midscale brands at industry events and media outlets to raise visibility. Act as the strategic Brand Champion to owners, property management companies, and developers during events and discussions. Lead the brands’ relationship with owner councils and coordinate with segment and COE colleagues. Ensure cross-organizational awareness of brand priorities and annual plans. Prepare and deliver communications on brand strategy, initiatives, and performance using presentations, documents, and multimedia tools. Brand Performance Management Monitor and track performance of Midscale brands and competitors; communicate findings to stakeholders. Prepare analyses to evaluate problems, measure program performance, and identify opportunities to achieve brand goals. Monitor market trends and adjust initiatives to stay competitive, with focus on RevPAR, guest satisfaction, unit growth, retention, and margins. Collaborate with Analytics, Commercial, and COE partners to verify data use and identify research needs to support plans. Leadership & Coaching Hire, develop, and retain high-caliber talent; mentor and coach direct reports. Develop a talent pipeline for key roles and lead the team to meet department goals. Lead strategic change initiatives and communicate organizational impacts. Your Experience MBA or equivalent combination of a Bachelor’s in Business/Marketing plus relevant work experience. Minimum 10 years’ progressive experience in brand management, strategy, or management consulting; hospitality experience preferred. Minimum 5 years’ leadership experience with strategic direction and managing direct reports. Proven track record of delivering results; highly results-oriented and self-motivated. Strong leadership, relationship-building, and cross-functional collaboration skills. Strategic, data-driven decision-making with budgeting experience. Excellent verbal and written communication; ability to engage franchisees and media. Proficiency in MS Office (Outlook, Word, Excel, PowerPoint). Ability to model Choice’s Values & Performance Principles (collaboration, excellence, urgency, inclusion, integrity, customer focus, respect). Based in Choice Hotels’ corporate headquarters in North Bethesda, MD, with up to 20% travel. Your Team This is a leadership role reporting to the VP, Brand Strategy. You will have direct reports and collaborate with cross-functional teams. Salary & Benefits The salary range for this position is $184,269 to $216,939 annually. In addition to base salary, this role is eligible for an annual performance bonus under the Management Incentive Plan (MIP) and annual stock awards under the Long-Term Incentive Plan (LTI). Competitive compensation and benefits including medical, dental, and vision coverage Paid time off and leave options for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance Retirement and health savings benefits Employee recognition programs Discounts at Choice hotels worldwide About Choice Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world with 7,500 hotels in 45+ countries. We offer upper upscale, upper midscale, midscale, extended stay, and economy options. We’re committed to supporting the entrepreneurial dreams of our thousands of franchise owners and providing a purpose beyond business. Our corporate offices are located in North Bethesda, MD; Scottsdale, AZ; and Minneapolis, MN, with field/remote roles available when applicable. Our values include Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious, and Show Integrity. Our Leadership Principles are Act with Intention, Lead with Authenticity, and Grow & Deliver.
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Base pay range: $184,269.00/yr - $216,939.00/yr Overview Choice Hotels, one of the world’s largest lodging franchisors, has an exciting opportunity as our
Sr. Director, Brand Management & Strategy - Midscale Brands
in the
Core Brands Strategy and Operations
department. The Sr. Director leads planning and execution of short- and long-term brand strategies for the Midscale brands, driving brand preference, performance, and growth within the Midscale portfolio. This leader will drive adoption and implementation of brand initiatives across internal partners, owners, property management companies, and developers, in alignment with the broader Core portfolio strategy and corporate business objectives. Responsibilities Develop the long-term vision and strategy for Choice’s Midscale brands, including Sleep Inn, Clarion, Clarion Pointe, and Quality Inn. Serve as a strategic brand champion to internal partners and external owners, property management companies, and developers. Partner with Commercial & COE leaders (Operations, Procurement, Architecture & Design, Sales, Loyalty, Marketing, Revenue Management, Finance) to create performance-driving strategies, programs, and processes. Lead planning and execution of strategic brand priorities within the Midscale segment, ensuring cross-functional alignment and identifying opportunities for innovation. Inspire and develop a team of Brand leaders, fostering a culture of collaboration, performance, and excellence. Your Responsibilities Brand Strategy & Execution Lead long-term strategic planning and annual brand planning for the Midscale brands, aligned with corporate objectives and five-year growth targets. Develop winning strategies to drive brand differentiation and performance within the Midscale segment. Leverage knowledge of COEs (revenue management, channel and distribution strategy, marketing, loyalty, and more) to collaborate with COE leaders on segment-specific strategies. Partner with Analytics and Finance to quantify program success and identify optimization opportunities. Drive multi-year strategic brand plans and initiatives with cross-functional buy-in across the organization (Franchise Development, Marketing and Distribution, Loyalty, Technology, Brand Compliance, Operations, Legal). Drive increased share through differentiated brand positioning, hallmarks, amenities, design, and experiences across brands. Develop and communicate business cases for key brand initiatives to gain internal and external support. Strategic Brand Champion Represent Choice and the Midscale brands at industry events and media outlets to raise visibility. Act as the strategic Brand Champion to owners, property management companies, and developers during events and discussions. Lead the brands’ relationship with owner councils and coordinate with segment and COE colleagues. Ensure cross-organizational awareness of brand priorities and annual plans. Prepare and deliver communications on brand strategy, initiatives, and performance using presentations, documents, and multimedia tools. Brand Performance Management Monitor and track performance of Midscale brands and competitors; communicate findings to stakeholders. Prepare analyses to evaluate problems, measure program performance, and identify opportunities to achieve brand goals. Monitor market trends and adjust initiatives to stay competitive, with focus on RevPAR, guest satisfaction, unit growth, retention, and margins. Collaborate with Analytics, Commercial, and COE partners to verify data use and identify research needs to support plans. Leadership & Coaching Hire, develop, and retain high-caliber talent; mentor and coach direct reports. Develop a talent pipeline for key roles and lead the team to meet department goals. Lead strategic change initiatives and communicate organizational impacts. Your Experience MBA or equivalent combination of a Bachelor’s in Business/Marketing plus relevant work experience. Minimum 10 years’ progressive experience in brand management, strategy, or management consulting; hospitality experience preferred. Minimum 5 years’ leadership experience with strategic direction and managing direct reports. Proven track record of delivering results; highly results-oriented and self-motivated. Strong leadership, relationship-building, and cross-functional collaboration skills. Strategic, data-driven decision-making with budgeting experience. Excellent verbal and written communication; ability to engage franchisees and media. Proficiency in MS Office (Outlook, Word, Excel, PowerPoint). Ability to model Choice’s Values & Performance Principles (collaboration, excellence, urgency, inclusion, integrity, customer focus, respect). Based in Choice Hotels’ corporate headquarters in North Bethesda, MD, with up to 20% travel. Your Team This is a leadership role reporting to the VP, Brand Strategy. You will have direct reports and collaborate with cross-functional teams. Salary & Benefits The salary range for this position is $184,269 to $216,939 annually. In addition to base salary, this role is eligible for an annual performance bonus under the Management Incentive Plan (MIP) and annual stock awards under the Long-Term Incentive Plan (LTI). Competitive compensation and benefits including medical, dental, and vision coverage Paid time off and leave options for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance Retirement and health savings benefits Employee recognition programs Discounts at Choice hotels worldwide About Choice Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world with 7,500 hotels in 45+ countries. We offer upper upscale, upper midscale, midscale, extended stay, and economy options. We’re committed to supporting the entrepreneurial dreams of our thousands of franchise owners and providing a purpose beyond business. Our corporate offices are located in North Bethesda, MD; Scottsdale, AZ; and Minneapolis, MN, with field/remote roles available when applicable. Our values include Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious, and Show Integrity. Our Leadership Principles are Act with Intention, Lead with Authenticity, and Grow & Deliver.
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