| Location | North Bethesda, Maryland |
JOBSUMMARY
The Senior Director, Extended Stay Brand Strategy serves as a key member of the Extended Stay leadership team and is responsible for defining and advancing the long-term strategy, positioning, and value proposition for Choice’s extended stay portfolio, including WoodSpring Suites, Everhome Suites, MainStay Suites, and Suburban Studios. This role oversees Brand Management and Brand Activation functions and ensures portfolio strategies drive sustainable growth, market differentiation, franchisee profitability, guest satisfaction, and owner returns. The position partners closely with Development, Marketing, Operations, and executive leaders to align strategic priorities, evaluate growth opportunities, and strengthen brand performanceacrosstheportfolio.Theroleleadsateamofmanagersanddirectorswhileprovidingexecutive-levelrecommendationsthatconnectbrandstrategytoenterprisegrowthandfranchiseevalue.
RESPONSIBILITIES
PortfolioStrategy&BrandLeadership
Defineandleadthelong-termstrategicvisionandportfoliostrategyforChoice’sExtendedStaybrands.
Developclearanddifferentiatedguest,owner,franchisee,developer,andinvestorvaluepropositionsforeachbrand.
Establishannualandmulti-yearstrategicprioritiesalignedwithgrowthobjectives,competitivedynamics,andmarketopportunities.
Monitorindustrytrends,ownersentiment,guestexpectations,andcompetitiveactivitytoinformfutureportfoliostrategy.
EnsureBrandManagementandBrandActivationeffortssupportlong-termbrandhealthandbusinessperformance.
FranchiseeValue&OwnerEconomics
Serveastheportfolioleaderforownereconomics,includingcost-to-build,cost-to-operate,franchiseprofitability,andreturn-on-investmentconsiderations.
Evaluatestrategictradeoffsinvolvingbrandstandards,prototypes,operatingmodels,andinvestmentrequirements.
Developrecommendationsthatbalanceguestexperience,franchiseeeconomics,andenterpriseobjectives.
Supportbusinesscasesandstrategicinitiativesdesignedtoimproveownervalueandportfoliocompetitiveness.
DevelopmentStrategy&BusinessGrowth
PartnerwithDevelopmentleadershipongrowthstrategies,seminars,keyclientpresentations,andstrategicownerdiscussions.
Reviewandapprovemajordevelopmentopportunitiestoensurealignmentwithbrandpositioning,targetcustomersegments,andlong-termgrowthplans.
Guidethedevelopmentofowner-facingmaterialsthatclearlycommunicateinvestmentrationale,operatingmodeladvantages,andbranddifferentiation.
Supportexpansioninitiativesthatdrivesustainableunitgrowthandstrengthenmarketpresence.
FranchiseeandOwnerEngagement
LeadstrategicpreparationandengagementforFranchiseAdvisoryCouncils(FACs),ownerforums,andindustryevents.
Buildtrustedrelationshipswithfranchisees,owners,developers,managementcompanies,andkeyexternalstakeholders.
Translateownerfeedbackintostrategicrecommendationsandactionplans.
Reinforcefranchiseeconfidencethroughtransparentcommunicationandvalue-focused decision-making.
BrandActivation&MarketingAlignment
Providestrategicoversighttobrandactivation,ownerengagement,communications,andportfolioinitiatives.
PartnerwithMarketingleadershiptoensurecampaigns,partnerships,messaging,andprogramssupportportfoliopositioninganddemandgenerationobjectives.
Ensuremajorinitiativesincludeclearbusinesscases,implementationplans,successmeasures,andcommunicationstrategies.
Advocateforalignmentacrossenterprisefunctionstosupporthigh-prioritybrandinitiatives.
Leadership&OrganizationalEffectiveness
Lead,coach,develop,andretainahigh-performingteamofbrandstrategyandbrandmanagementprofessionals.
Establish priorities, decision frameworks, performance expectations,andsuccessionplansacrosstheorganization.
Managebudgets,externalvendorrelationships,consultants,andstrategicinvestments.
Fosteracultureofaccountability,innovation,collaboration,andcontinuousimprovement.
ServeasaseniorrepresentativeoftheExtendedStaybusinessinternallyandexternally.
QUALIFICATIONS
EmploymentExperience
Minimum12to15yearsofprogressiveexperienceinbrandstrategy,portfoliostrategy,hospitality,franchiseoperations,developmentstrategy,consulting,productmanagement,orarelatedfield.
Minimum7yearsofleadershipexperiencemanagingprofessionaland/ormanagement-leveltalent.
Experienceleadingmanagersanddevelopinghigh-performingteams.
Hospitality,lodging,travel,franchise,ormulti-unitconsumerbrandexperiencestronglypreferred.
ExtendedStaysegmentexperiencestronglypreferred.
Provenexperienceworkingwithfranchisees,owners,developers,managementcompanies,oradvisorycouncils.
Experiencelaunching,repositioning,scaling,orevolvingconsumer-facingbrands.
Demonstratedsuccessinfluencingcross-functionalleadersanddrivingenterprise-widestrategicinitiatives.
TechnicalSkills
AdvancedproficiencyinMicrosoftOfficeSuite,includingOutlook,Word,Excel,PowerPoint,Teams,andCopilot.
Strongfinancialanalysisandbusinesscasedevelopmentskills.
Abilitytointerpretperformancemetrics,marketintelligence,guestinsights,andownereconomics.
Experiencemanagingbudgets,strategicinitiatives,consultants,andexternalvendors.
Familiaritywithhospitality,revenuemanagement,businessintelligence,andmarketanalyticstoolspreferred.
AdditionalSkills&Competencies
Strategicthinkingandportfoliomanagementexpertise.
Executivepresenceandcommunicationskills.
Financialandbusinessacumen.
Relationshipbuildingandstakeholdermanagement.
Leadershipandorganizationaldevelopment.
Influencingandchangemanagement.
Decision-making incomplexandambiguousenvironments.
Customerandfranchisee-focusedmindset.
EducationRequirements
Bachelor’s degree in Business, Marketing, Hospitality, Finance, Strategy, or a related field, or an equivalent combination of education and work experience required.
MBA,Master’sdegreeinStrategy,Leadership,Hospitality,BusinessAdministration,orrelatedfieldorequivalentcombinationofeducationandworkexperiencestronglypreferred.
Relevantprofessionalcertificationsmaybeconsideredincombinationwithexperience.
AdditionalRequirements
Abilitytotravelupto40%asbusinessneedsrequire.
Abilitytomodelorganizationalvaluesincludingcollaboration,customerfocus,integrity,inclusion,accountability,andperformanceexcellence.
SALARY RANGE
The salary range for this position is $188,076 to $221,226 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), as well as 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:
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