JOB SUMMARY
Choice Hotels is seeking a results-driven Senior Director, Group, Meetings & Events to lead the strategy, growth, and performance of the company’s group sales business. This role leads a team of Group Sales Directors, Managers, and the Inside Sales function and is responsible for developing and executing sales and marketing strategies that increase revenue through group, meetings, and event channels. The position serves as a strategic leader within Global Sales, managing key third-party partnerships, evaluating market opportunities, driving adoption of data-driven sales practices, and supporting hotel engagement across the portfolio. This leader partners cross-functionally to deliver strategic business results, influence organizational priorities, and drive incremental revenue for Choice Hotels. The role functions as part of the leadership team of a sales organization and has significant impact on departmental performance and business outcomes.
RESPONSIBILITIES
Lead, develop, and coach a team responsible for driving group, meetings, and events revenue growth.
Establish performance expectations, revenue objectives, pipeline goals, and accountability measures to ensure consistent achievement of business targets.
Develop and execute comprehensive sales and marketing strategies that increase revenue and market share across group channels and vertical markets.
Identify and cultivate new business opportunities while strengthening existing customer relationships and strategic accounts.
Drive adoption of insights-based selling practices leveraging data, analytics, CRM platforms, Tableau, Salesforce, and other business intelligence tools.
Build and maintain executive-level relationships with key third-party providers and strategic partners that support group and meeting business growth.
Lead meeting technology integration initiatives and support connectivity with external group and meeting platforms.
Partner closely with Distribution, Marketing, Revenue Management, Sales Enablement, and other internal stakeholders to optimize channel performance and customer engagement.
Develop channel-specific business plans and marketing programs designed to increase customer acquisition, retention, and loyalty.
Deliver communication, education, and training to hotel operators regarding group channel opportunities, platform utilization, and revenue optimization strategies.
Manage budgets, resource allocation, and operational plans supporting assigned channels and strategic initiatives.
Analyze business trends, market dynamics, customer insights, and competitive activity to identify opportunities and implement solutions that improve business performance.
Lead cross-functional initiatives and contribute to the strategic direction of the Global Sales organization.
QUALIFICATIONS
Employment Experience
10+ years of progressive sales, business development, account management, hospitality, travel, meetings, events, or related commercial experience.
7+ years of people leadership experience, including coaching, developing, and managing high-performing sales teams.
Demonstrated experience creating and executing sales strategies that drive revenue growth and market share.
Experience managing strategic partnerships, vendor relationships, and cross-functional business initiatives.
Experience with budget ownership, business planning, forecasting, and operational management.
Hospitality, lodging, travel, meetings, or events industry experience preferred.
Experience leading managers or senior-level sales professionals preferred.
Technical Skills
Advanced proficiency in Microsoft Outlook, Excel, PowerPoint, and Word.
Experience utilizing Salesforce.com or comparable CRM platforms.
Experience with Tableau or other business intelligence and reporting tools.
Strong analytical and data interpretation capabilities.
Experience with sales pipeline management, forecasting, and reporting systems.
Familiarity with marketing technology and digital communication platforms preferred.
Additional Skills & Competencies
Strategic thinking and business acumen.
Exceptional leadership, coaching, and talent development capabilities.
Strong communication, presentation, and executive influencing skills.
Ability to define and lead organizational change initiatives.
Proven relationship-building and stakeholder management skills.
Strong problem-solving and decision-making abilities.
Ability to evaluate market trends and translate insights into business results.
Demonstrated ability to lead cross-functional partnerships and strategic initiatives.
Education Requirements
Bachelor’s degree in Business, Hospitality Management, Marketing, Sales, Communications, or a related field or equivalent combination of education and work experience.
Master’s degree in Business Administration, Hospitality Management, Marketing, or a related discipline preferred or equivalent combination of education and work experience.
Relevant industry certifications are a plus but not required.
SALARY RANGE
The salary range for this position is $140,000 to $185,000 annually, plus variable, performance-based sales commission. In addition to the annual salary and commission, this role is eligible for annual awards of Choice Hotels International common stock through Choice’s Long-Term Incentive Plan (LTI Plan).
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 progressive sales, business development, account management, hospitality, travel, meetings, events, or related commercial experience
- 7+ years of people leadership experience coaching, developing, and managing high-performing sales teams
- Experience creating and executing sales strategies that drive revenue growth and market share
- Experience managing strategic partnerships, vendor relationships, and cross-functional business initiatives
- Experience with budget ownership, business planning, forecasting, and operational management
- Hospitality, lodging, travel, meetings, or events industry experience
- Experience leading managers or senior-level sales professionals
- Advanced proficiency in Microsoft Outlook, Excel, PowerPoint, and Word
- Experience using Salesforce.com or comparable CRM platforms
- Experience with Tableau or other business intelligence and reporting tools
- Strong analytical and data interpretation capabilities
- Experience with sales pipeline management, forecasting, and reporting systems
- Familiarity with marketing technology and digital communication platforms
- Strategic thinking and business acumen
- Exceptional leadership, coaching, and talent development capabilities
- Strong communication, presentation, and executive influencing skills
- Ability to define and lead organizational change initiatives
- Proven relationship-building and stakeholder management skills
- Strong problem-solving and decision-making abilities
- Ability to evaluate market trends and translate insights into business results
- Ability to lead cross-functional partnerships and strategic initiatives
- Bachelor’s degree in Business, Hospitality Management, Marketing, Sales, Communications, or a related field, or equivalent education and work experience
- Master’s degree in Business Administration, Hospitality Management, Marketing, or a related discipline, or equivalent education and work experience
- Relevant industry certifications
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
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