JOB SUMMARY:
Choice Hotels 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 Brand Management Director will collaborate cross-functionally to deliver initiatives aligned with corporate objectives and the future vision of the brand. This 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 like 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:
Employment Experience
Minimum of 7 years’ experience in brand management, strategy, or management consulting.
Hospitality or multi-unit franchise experience preferred.
Technical Skills
Proficient in Microsoft Outlook, Excel, PowerPoint, and Word.
Additional Skills & Competencies
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.
Education Requirements
Bachelor’s degree in a related field or equivalent combination of education and work experience.
Master’s degree preferred.
SALARY RANGE:
The salary range for this position is $129,000 to $163,000 annually. In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).
The pay range listed is for this position and is what Choice Hotels reasonably expects to pay. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs.
WORK LOCATION:
This position is based at Choice Hotels’ Pike & Rose headquarters in North Bethesda, Maryland. The selected candidate must be able to commit to this location requirement and adhere to the company’s hybrid work schedule, which consists of four days onsite and one day remote per week.
NOTE:
This position is not eligible for relocation assistance or sponsorship.
Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few:
- 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
Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world. With 7,500 hotels in 45+ countries and territories, we offer a range of high-quality lodging options in the upper upscale, upper midscale, midscale, extended stay, and economy segments. We’re the hotel company for those who choose to bet on themselves — the striver, the dreamer, the entrepreneur — because that’s who we are, too.
At Choice, we are united by the simple belief that tomorrow will be even better than today — for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, Maryland, at our technology center in Scottsdale, Arizona, and through our associates around the globe, every voice is heard and every idea is listened to, no matter what area of the company they come from. We are united in supporting the entrepreneurial dreams of our thousands of franchise owners, which propels us forward — giving our work at Choice a purpose larger than our business.
Our corporate office locations:
North Bethesda, MD — Located at Pike & Rose, our worldwide headquarters is less than 15 miles from Washington, D.C., one block away from the North Bethesda Metro station, with easy access to I-495, complimentary parking, electronic charging stations, restaurants and retail.
Scottsdale, AZ — Located at the northwest corner of Loop 101, the Scottsdale office is home to our technology, eCommerce and customer service organizations, with easy access to complimentary parking, electronic charging stations, restaurants and retail.
Minneapolis, MN — Select roles are based in our Minneapolis office on Highway 394, near the intersection with Highway 100, only five minutes from downtown.
Field/Remote — Select roles designated as field/remote will require associates to work from a home office, connecting virtually with Choice team members and leadership on Zoom, with possible required travel depending on the role.
Choice’s Cultural Values
Welcome and Respect Everyone | Be Bold | Be Quick | Listen | Be Curious | Show Integrity
Choice’s Leadership Principles
Act with Intention | Lead with Authenticity | Grow & Deliver
Top Skills
What We Do
Choice Hotels International, Inc. (NYSE: CHH) is one of the world’s largest and most successful lodging franchisors. On August 11, 2022, Choice acquired Radisson Hotels Americas, adding nine brands and approximately 67,000 rooms to its portfolio in the United States, Canada, Latin America, and the Caribbean. With 22 brands, Choice Hotels has more than 7,500 hotels and nearly 650,000 rooms in 46 countries and territories as of August 11, 2022. The Choice® family of hotel brands provides business and leisure travelers with a broad range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay, and economy segments. At our worldwide corporate headquarters in the Washington metropolitan area (North Bethesda, MD), our IT center in Scottsdale, AZ, and St. Louis Park (MN), and through our associates across the globe, we keep those hotels humming by serving as a champion for our franchisees. When you #MakeItYourChoice, you will have the environment, the tools, and the momentum to drive your career and organizational success
