Choice Hotels International
Brand Management Director, Upper Midscale Brands
Choice Hotels International, North Bethesda, Maryland, United States
Brand Management Director, Upper Midscale Brands
Choice Hotels International is seeking a strategic and results‑driven Brand Management Director for Upper Midscale Brands within our Core Brand Strategy team. This individual contributor role is pivotal in shaping and executing brand strategy to enhance guest experience, drive franchisee profitability, and support unit growth. The role does not have direct reports but requires high‑level influence across departments and with franchisees.
Responsibilities
Brand & Strategic Initiatives Planning (35%)
Develop actionable business strategies to elevate brand performance and owner ROI.
Lead brand building and launch activities including agency management, concept development, and cross‑functional alignment.
Identify consumer and owner opportunities to evolve brand value propositions.
Business Management & Performance Analysis (30%)
Monitor brand and competitor performance; lead custom analyses to track initiative success.
Own development and maintenance of brand economic models.
Partner across functions to improve metrics such as net unit growth, occupancy, and cost to operate.
Create executive‑ready deliverables and business cases to strengthen brand positioning.
Brand Champion (20%)
Represent the brand across departments and maintain brand integrity throughout development and execution.
Lead brand sessions at conventions, developer events, and owner associations.
Communicate brand strategy and performance through presentations, spreadsheets, and videos.
Special Projects (15%)
Execute cross‑functional projects within Upper Midscale and Core Brand Strategy teams.
Qualifications
Minimum of 7 years’ experience in brand management, strategy, or management consulting.
Hospitality or multi‑unit franchise experience preferred.
Proficient in Microsoft Outlook, Excel, PowerPoint, and Word.
Strategic agility and ability to manage multiple priorities.
Strong analytical and problem‑solving skills.
Excellent communication and presentation skills.
Proven ability to collaborate across departments and influence outcomes.
Bachelor’s degree in a related field or equivalent combination of education and work experience.
Master’s degree preferred.
Salary Range Annual base salary of $129,000 to $163,000, plus annual bonus based on Choice Hotels’ Management Incentive Plan (MIP).
Work Location This position is based at Choice Hotels’ Pike & Rose headquarters in North Bethesda, Maryland. The selected candidate must adhere to a hybrid work schedule of four days onsite and one day remote per week.
Benefits
Competitive compensation and benefits, including medical, dental, and vision coverage.
Leave and paid time‑off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance.
Financial benefits for retirement and health savings.
Employee recognition programs.
Discounts at Choice Hotels worldwide.
About Choice Hotels International Choice Hotels International, Inc. (NYSE: CHH) is one of the world’s largest lodging franchisors, operating more than 7,500 hotels in 45+ countries and territories across the upper upscale, upper midscale, midscale, extended stay, and economy segments. Our mission is to provide high‑quality lodging options for guests who choose to bet on themselves, supported by a culture that values innovation, accountability, and excellence.
Location Overview
North Bethesda, MD
– Our headquarters located near the North Bethesda Metro station.
Scottsdale, AZ
– Technology and customer‑service centers.
Minneapolis, MN
– Regional office on Highway 394.
Field/Remote
– Selected roles require work from a home office with possible travel.
Company Values
Welcome and Respect Everyone
Be Bold, Be Quick, Listen, Be Curious, Show Integrity
Act with Intention, Lead with Authenticity, Grow & Deliver
#J-18808-Ljbffr
Responsibilities
Brand & Strategic Initiatives Planning (35%)
Develop actionable business strategies to elevate brand performance and owner ROI.
Lead brand building and launch activities including agency management, concept development, and cross‑functional alignment.
Identify consumer and owner opportunities to evolve brand value propositions.
Business Management & Performance Analysis (30%)
Monitor brand and competitor performance; lead custom analyses to track initiative success.
Own development and maintenance of brand economic models.
Partner across functions to improve metrics such as net unit growth, occupancy, and cost to operate.
Create executive‑ready deliverables and business cases to strengthen brand positioning.
Brand Champion (20%)
Represent the brand across departments and maintain brand integrity throughout development and execution.
Lead brand sessions at conventions, developer events, and owner associations.
Communicate brand strategy and performance through presentations, spreadsheets, and videos.
Special Projects (15%)
Execute cross‑functional projects within Upper Midscale and Core Brand Strategy teams.
Qualifications
Minimum of 7 years’ experience in brand management, strategy, or management consulting.
Hospitality or multi‑unit franchise experience preferred.
Proficient in Microsoft Outlook, Excel, PowerPoint, and Word.
Strategic agility and ability to manage multiple priorities.
Strong analytical and problem‑solving skills.
Excellent communication and presentation skills.
Proven ability to collaborate across departments and influence outcomes.
Bachelor’s degree in a related field or equivalent combination of education and work experience.
Master’s degree preferred.
Salary Range Annual base salary of $129,000 to $163,000, plus annual bonus based on Choice Hotels’ Management Incentive Plan (MIP).
Work Location This position is based at Choice Hotels’ Pike & Rose headquarters in North Bethesda, Maryland. The selected candidate must adhere to a hybrid work schedule of four days onsite and one day remote per week.
Benefits
Competitive compensation and benefits, including medical, dental, and vision coverage.
Leave and paid time‑off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance.
Financial benefits for retirement and health savings.
Employee recognition programs.
Discounts at Choice Hotels worldwide.
About Choice Hotels International Choice Hotels International, Inc. (NYSE: CHH) is one of the world’s largest lodging franchisors, operating more than 7,500 hotels in 45+ countries and territories across the upper upscale, upper midscale, midscale, extended stay, and economy segments. Our mission is to provide high‑quality lodging options for guests who choose to bet on themselves, supported by a culture that values innovation, accountability, and excellence.
Location Overview
North Bethesda, MD
– Our headquarters located near the North Bethesda Metro station.
Scottsdale, AZ
– Technology and customer‑service centers.
Minneapolis, MN
– Regional office on Highway 394.
Field/Remote
– Selected roles require work from a home office with possible travel.
Company Values
Welcome and Respect Everyone
Be Bold, Be Quick, Listen, Be Curious, Show Integrity
Act with Intention, Lead with Authenticity, Grow & Deliver
#J-18808-Ljbffr