Job Summary
Choice Hotels International is seeking a Director, Paid Media – Media Planning & Activation to lead full‑funnel paid media strategy and execution across the enterprise and segment portfolios. This role is responsible for driving performance excellence across TV/OLV/CTV, Paid Search, Metasearch/Hotel Ads, Paid Social, Programmatic Display & Video, and Affiliate Marketing. As a people leader, this role owns how paid media is planned, activated, optimized, and measured—ensuring Choice’s owned digital channels deliver incremental, measurable business growth for franchisees. The Director partners closely with Brand Marketing, Analytics, Finance, Revenue Management, Technology, and agency partners to improve media efficiency, scale performance marketing capabilities, and advance modern measurement approaches. The ideal candidate is a strategic, data‑driven media leader with strong judgment, a clear point of view, and a relentless focus on performance outcomes in a fast‑paced, matrixed environment.
Key Responsibilities
Full‑Funnel Paid Media Leadership & Strategy
Lead full‑funnel paid media strategy and activation across Paid Search, Metasearch/Hotel Ads, Paid Social, Programmatic Display & Video, CTV/OLV, and Affiliate Marketing, with a strong emphasis on performance and incrementality.
Translate business and marketing objectives into integrated channel strategies, audience approaches, investment recommendations, and measurable performance expectations.
Establish and evolve paid media standards, best practices, and guardrails that guide planning and activation across internal teams, agencies, and partners.
Media Planning & Activation Team Leadership
Lead the Media Planning & Activation team, setting clear priorities, operating rhythms, and quality standards for planning, activation, optimization, and reporting.
Own quarterly and annual media and financial planning processes; align priorities and tradeoffs with Brand Marketing, Analytics, and Finance.
Coach and develop managers and individual contributors, building bench strength, planning rigor, and strong performance accountability.
Performance Management & Measurement
Lead performance management forums including pacing, optimization reviews, and QBRs; ensure insights are actionable and followed through.
Ensure reporting clearly connects paid media performance to business outcomes, risks, and recommended actions.
Advance measurement frameworks including incrementality testing, attribution, and media effectiveness analysis to improve decision‑making.
Cross‑Functional & Enterprise Impact
Partner closely with Brand Marketing, Analytics, Revenue Management, Finance, and Technology to enable integrated execution and decision‑making across the funnel.
Serve as a senior subject matter expert, providing POVs, tradeoffs, and recommendations to leadership on media investment, channel mix, audience strategy, and performance drivers.
Agency & Partner Leadership
Act as senior client lead for paid media agencies, setting expectations, operating principles, and performance standards.
Orchestrate and prioritize agency partnerships across segments and channels; drive accountability for high‑quality outputs and measurable impact.
Innovation & Capability Evolution
Lead test‑and‑learn initiatives and adoption of new platforms, media capabilities, and AdTech to improve full‑funnel effectiveness and scalability.
Stay current on industry, platform, and regulatory changes; evolve strategy, measurement, and operating standards accordingly.
Qualifications
Employment Experience
10+ years of experience managing enterprise‑level, full‑funnel paid media programs, with deep focus on Paid Search, Programmatic Display & Video, Paid Social, and Affiliate Marketing.
5+ years of people leadership experience managing teams, agency partners, and large‑scale budgets ($50M+ annual media spend preferred).
Technical & Functional Expertise
Expert‑level knowledge of Paid Search (Google, Bing), Paid Social (Meta, TikTok, Pinterest, Reddit), Programmatic Display (DV360, The Trade Desk), and CTV/OLV.
Proficiency with ad tech and analytics platforms such as Google Marketing Platform, Adobe Analytics, and Flashtalking.
Strong understanding of first‑party data activation, identity resolution, and audience segmentation.
Experience with incrementality testing, attribution models, and measurement frameworks (MMM, RBA, MTA, DDA).
Deep understanding of bidding strategies, automation, machine learning, and AI‑driven optimizations.
Proven ability to scale paid media programs, improve CAC efficiency, and drive incremental revenue growth.
Strong analytical skills with the ability to translate complex data into clear insights and recommendations.
Leadership & Business Competencies
Proven ability to lead cross‑functional initiatives with enterprise‑wide impact.
Strong judgment and problem‑solving skills in ambiguous, fast‑moving environments.
Executive‑ready communication skills with the ability to influence senior stakeholders in a matrixed organization.
Education
Bachelor’s degree required or an equivalent combination of education and relevant work experience; advanced degree preferred.
Salary Range
The salary range for this position is $163,287 to $192,456 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)
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
Skills Required
- 10+ years of experience managing enterprise-level paid media programs
- 5+ years of people leadership experience
- Expert-level knowledge of Paid Search and Social
- Proficiency with ad tech and analytics platforms
- Experience with incrementality testing and attribution models
Choice Hotels International Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Choice Hotels International and has not been reviewed or approved by Choice Hotels International.
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Healthcare Strength — Benefits are described as broad, including medical, dental, and vision coverage alongside telehealth and an Employee Assistance Program. Wellness programs and related wellbeing offerings are also explicitly included in the package.
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Leave & Time Off Breadth — Time-off support is positioned as extensive, spanning paid vacation, personal and sick leave, and paid family care leave. Backup child and elder care, adoption assistance, and designated “wellbeing days” add breadth beyond standard PTO.
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Retirement Support — Retirement and financial programs include a 401(k) and Roth 401(k) as well as HSA options and financial education resources. Bonuses and referral bonuses are also listed as part of the broader rewards mix.
Choice Hotels International Insights
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
