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Who are we looking for?
Choice Hotels, one of the world’s largest lodging franchisors, has an exciting new opportunity as our Upscale Brands Management Director in the Upscale Management Organization. The Upscale Management team is responsible for Choice Hotels’ success in the Upscale and Upper Upscale tiers across the company’s 8 brands: Radisson Hotels, Radisson Blu, Radisson RED, Radisson Individuals, Radisson Collection, Park Plaza, Cambria, and Ascend Hotels.
As a key member of our Upscale Management team, you will develop a holistic long-term vision and strategy for our 3 soft brands (Radisson Individuals, Radisson Collection & Ascend Hotels) and be responsible for the brands performance across all key brands, marketing, and consumer metrics. The areas of responsibility include brand strategy and development at the brand level. This leader will be responsible for defining and positioning the brands within the upscale segment and developing strategies for activation of the brands across consumer touchpoints.
Are you passionate about delivering differentiated and elevated customer experiences? Are you both strategic and creative? We invite you to apply today for our Upscale Brands Management Director role today and #MakeItYourChoice.
Your Responsibilities
Responsible for near term annual brand plans and long-term brand portfolio strategy aligned to corporate objectives and five-year growth targets.
Defines and owns brand positioning and pull through across all key consumer touchpoints.
Ensures franchisee, consumer, and developer value propositions for assigned upscale brands are competitive, with the goal of optimizing brand segmentation, guest satisfaction, unit growth, proprietary channel contribution, and revenue performance relative to the competitive set.
Develops and effectively communicates business cases for key brand programs and gains internal and external support for implementation and consistent delivery across the brand(s).
Drives the execution of multi-year comprehensive strategic brand plans and collaborates cross-functionally to ensure buy-in across the organization, including, but not limited to Franchise Development, Marketing and Distribution, Loyalty, Technology, Brand Compliance, Owner, Portfolio Management, and Legal.
Works cross functionally to deliver brand programs for implementation and consistent delivery for success.
Represents upscale brands at a variety of industry events and media outlets to raise the brands’ visibility, and awareness.
Acts as the strategic “Brand Champion” to our existing and prospective franchisees including during Convention, franchise development discussions, and other events.
Evolves value proposition creating consumer and owner preference to deliver unit growth and RevPAR in partnership with development sales, Operations, and Commercial.
Works closely with Advanced Analytics to monitor and analyze performance metrics to assess the success of brand initiatives, directing strategic changes based on results, brand compliance.
Your Experience, Skills & Competencies
Bachelor’s Degree from a four-year college or university in Hotel Management, Business Management, Marketing, or a relevant field of study required, MBA preferred.
Minimum of 10 years’ progressive experience in brand management, strategy, or consumer packaged goods as category manager (or combination). Prior experience in hotels or the travel industry is preferred.
Minimum of 5 years’ leadership experience, including setting strategic direction and influencing management/professional levels of matrixed organization for engagement and brand(s) growth.
Strong track record of success in driving execution and delivering business results.
Motivated self-starter that is highly results oriented.
Excellent leadership skills with a proven ability to develop relationships with associates at all levels of the organization and drives results in a team-oriented environment.
Excellent business-savvy with a consultative approach and holistic business view; ability to influence and collaborate with leaders across organizational lines.
Excellent ability to manage ambiguity combined with an ability to leverage data and create a foundation of data-supported decision making.
Excellent analytical and forecasting skills; previous experience with successful budget management.
Excellent verbal and written communication skills with the ability to communicate across all stakeholder groups including small and large group settings, both internal and external. Can build rapport with franchisees and stay “on message” with media.
Flexibility in creating and making changes or re-directing initiatives to continuously improve the strategy and organization, showing comfort with change management, and working in a matrix-based organization.
Advanced use of Microsoft suite including Outlook, Word, Excel, and PowerPoint.
Your Team
This is an individual contributor role that will report to the Vice President, Upscale Brands Management. You will have 3 peer teammates and collaborate with cross functional departments on a regular basis.
Your Work Location
As our Upscale Brands Management Director, you will be based in our beautiful, state-of-the-art worldwide corporate headquarters in North Bethesda, MD. Less than 15 miles from Washington, DC, we’re located one block away from the North Bethesda Metro station, with service on the Red Line and the MARC Brunswick line, easy access to I-270, and plenty of free parking provided by Choice Hotels.
Right now, our associates in corporate headquarters are working in a hybrid environment, up to 4 days per week in the office and virtually from your home office the remaining days. We provide flexibility and encourage ongoing communication with your leadership to establish expectations about your unique needs.
About Choice
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories, with a 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. We’re the hotel company for those who choose to bet on themselves – the underdog, 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, MD and St. Louis Park, MN as well as our technology center in Scottsdale, AZ, 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 more than 18,000 franchise owners, which propels us forward – giving our work at Choice a purpose larger than our business.
About Choice Hotels Financial Performance
Adjusted earnings before interest, taxes, depreciation, and amortization (EBITDA) for first quarter 2024 grew to $124.3 million, a first quarter record and a 17% increase compared to the same period of 2023. Please click here (https://investor.choicehotels.com/news/news-details/2024/Choice-Hotels-International-Reports-First-Quarter-2024-Results/default.aspx) to review highlights of our first quarter 2024 results.
* PLEASE NOTE: This role is not eligible for sponsorship *
Ability to model Choice’s Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.
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Visit http://careers.choicehotels.com to learn more.