Brand Manager - Value Brands

JOB SUMMARY:

The Value Brands Segment Brand Manager plays a pivotal role in shaping and energizing our value brands segment. This role is designed for a brand-savvy, action-oriented strategist who thrives on turning insights into impactful programs. You’ll help define and deliver brand initiatives that elevate guest experience, drive franchisee performance and operator confidence, and reinforce our brand promise across every touchpoint. This role will partner with several cross-functional teams and manages varying project workstreams (ranging from brand positioning refreshes to field-facing toolkits).  This role will also serve as a key voice in translating consumer and industry insights into brand strategies that drive long-term growth.
 

RESPONSIBILITIES:

• Serve as a brand champion and ambassador for brands within the Value Brands Segment.
• Monitor brand health metrics, program adoption, and industry trends; synthesize insights into actionable recommendations.
• Manage project timelines, deliverables, stakeholder alignment, and clear communications across internal teams (such as marketing, operations, design, and procurement) for a variety of initiatives.
• Support the development and execution of brand strategies that drive relevance, differentiation, and performance for the brands within the Value Brands Segment.
• Contribute to multi-year planning and innovation startegy pipelines that support long-term brand growth and performance.
• Engage with franchisees (through forums such as Owner Councils) to gather feedback, build alignment, and ensure brand initiatives are grounded in operational realities and franchisee needs.
• Develop compelling presentations that communicate brand strategies, project updates, and initiative outcomes to leadership, cross-functional partners, and/or franchisees.
• Travel up to 20% of the time for field visits, owner engagement, industry or company events, or similar.

QUALIFICATIONS:

Employment Experience

• At least 5-7 years of experience in brand management, corporate strategy, marketing strategy, or project management.
• Experience in hospitality, consumer brand industries, or franchisor businesses preferred.
• Proven ability to lead cross-functional initiatives and influence without direct authority.

Technical Skills

• Proficient in Microsoft Office Suite (Excel, PowerPoint, Word).
• Familiarity with project management tools or proven ability to learn new tools effectively.
• Experience with brand tracking platforms or consumer insights tools is a plus.
• Financial acumen with the ability to interpret performance metrics, analyze ROI, and connect brand initiatives to business outcomes.

Additional Skills & Competencies

• Strategic thinker with a bias for action and results.
• Strong communicator and collaborator across diverse teams.
• Detail-oriented and results-driven with project management and organizational skills.
• Comfortable navigating ambiguity and driving clarity.
• Passion for brand storytelling, guest experience, and owner success.
• Collaborative mindset and ability to foster productive relationships.
• Strong understanding of hospitality consumer insights, market dynamics, and competitive positioning.

Education Requirements

• Bachelor’s degree in Marketing, Business, Hospitality, or related field.
• Advanced degree or certification in brand strategy, project management, or related discipline is a plus.

SALARY RANGE:

The salary range for this position is $98,000 - $115,000 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:

Candidates must reside in the Washington, D.C. metro area and commit to a hybrid work schedule consisting of four days per week onsite at our Pike & Rose headquarters in North Bethesda, Maryland, and one day working remotely from their home office. 

NOTE:

We do not provide relocation assistance or sponsorship assistance for this role. 

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