Senior Manager, Social Media Strategy & Marketing

Job Summary

Choice Hotels International is seeking a Senior Manager, Social Media Strategy & Marketing to lead enterprise social strategy across platforms, creators, and content ecosystems. This role will help define how social media, influencer marketing, and organic content work together to tell meaningful stories about our brand(s) that drive relevance, engagement, and business impact. This person will guide the evolution of social media from a channel execution function into a fully integrated content and demand driver, ensuring alignment across brand, media, search, and emerging ecosystems. The Senior Manager will establish the strategic foundation for how social content contributes to both including integration with SEO and generative AI-driven search environments. This role partners closely with internal stakeholders, external agencies, and cross-functional teams to strengthen key messages, RTB’s, and positioning for the brand(s), evaluating creators and content capabilities to drive that forward. They need to have knowledge and awareness of cultural trends and determining ways to amplify them through authentic brand-led storytelling and drive innovation across platforms.

Note: This role is 4 days onsite in North Bethesda, MD and is not eligible for visa sponsorship now or in the future.

Responsibilities

Enterprise Social Strategy Leadership

• Develop the enterprise social media strategy, defining the role of each platform and how organic, creator, and paid social efforts work together

• Translate business and marketing goals into integrated social and content strategies that drive measurable impact

• Establish enterprise frameworks for messaging and success measurement

• Assist in the development of long-term social strategy roadmaps, platform POVs, and capability evolution

• Translate paid social objectives, audience strategies, and performance insights into social and creator content approaches, ensuring alignment between media investment and content development

• Have a steadfast commitment to the KPI’s to grow engagement, build brands and drive demand.

Creator & Influencer Strategy

• Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models

• Oversee creator sourcing, briefing, and content direction in partnership with agencies and internal stakeholders

• Serve as a strategic advisor to brand, loyalty, and segment teams on how to leverage creator marketing

• Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships

Organic Content Strategy & Social Leadership

• Set the strategic direction for organic social content across enterprise and brand channels

• Define content testing and optimization frameworks to improve engagement and performance

• Ensure integration between organic content, paid amplification, and broader campaign execution

• Work cross-functionally with Brand, PR, and Loyalty teams to elevate social as a strategic marketing channel

Social Content Discoverability & GEO/AEO

• Partner with SEO and content strategy teams to ensure social and creator content supports discoverability across search, generative AI, and emerging ecosystems

• Collaborate with the Paid Media team on their social content within GEO (Generative Engine Optimization) strategies.

• Work with the email marketing team to ensure a cohesive messaging and strategic lifecycle engagement between social media, email, and beyond

• Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility

• Determine signals that improve content performance beyond engagement with Analytics and SEO teams

• Partner on enterprise initiatives such as LLM visibility and content discoverability

Cross-Functional Leadership & Enterprise Impact

• Own social media plans with Paid Media, SEO, Analytics, PR, to ensure integrated strategy and execution

• Serve as a subject matter expert, providing POVs and recommendations on social and creator strategy

• Assist in driving relationships with key social platform partners (e.g., Meta, TikTok, Snap, Reddit, Pinterest), including joint business planning (JBPs), identifying strategic opportunities, and ensuring platform partnerships inform both content and media strategy

• Align social strategy with broader marketing priorities and business objectives

• Drive visibility and understanding of social strategy across stakeholders

Agency & Partner Leadership

• Act as the lead for social and creator agency partners, setting expectations and performance standards

• Ensure agency partners operate as extensions of the internal team

• Manage external partnerships across influencer platforms and content vendors

Innovation & Capability Evolution

• Stay ahead of platform capabilities, cultural trends, and technology shifts and translate them into actionable strategies

• Lead test-and-learn initiatives across social platforms, creator models, and content formats

• Identify opportunities to scale new capabilities that enhance engagement and discoverability

Team Leadership & Development

• Build and lead a high-performing social strategy team

• Coach and develop team members to drive increased autonomy and enterprise thinking

• Foster a culture of innovation, curiosity, and continuous learning

Qualifications

Employment Experience

• 7-10 years of experience in social media, digital marketing, content strategy, or related fields

• 3+ years of management experience with direct reports and cross-functional initiatives

Technical & Functional Expertise

• Deep expertise across social platforms (Meta, TikTok, Pinterest, Reddit, Snap, YouTube, etc.) and awareness of emerging platforms and social media trends

• Strong understanding of creator and influencer marketing models

• Experience integrating social strategy with paid and organic social media, brand marketing, and SEO

• Familiarity with content discoverability and AI-driven content ecosystems preferred

• Understanding of performance metrics and testing frameworks

Leadership & Business Competencies

• Proven ability to lead cross-functional initiatives with enterprise impact

• Strong strategic thinking and problem-solving skills

• Strong communication and stakeholder management skills

• Strong collaboration, ability to influence

Education

• Bachelor’s degree required; advanced degree preferred

Salary Range

The salary range for this position is $123,663.00 - 145,486.00. 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