• Paid Media Planning Senior Manager

    Choice Hotels (North Bethesda, MD)


    JOB SUMMARY:

    The Paid Media Planning Senior Manager is a strategic partner to segment teams, responsible for developing and guiding paid media strategies that align with business objectives. This individual contributor role collaborates with media agencies and internal stakeholders to build, execute, and optimize media plans across digital channels. The ideal candidate is a data-driven strategist with agency experience, ready to deliver measurable results for Choice Hotels International. While currently an individual contributor, the role may evolve to include direct reports.

    RESPONSIBILITIES:

    + Collaborate with segment teams to develop media plans that support segment-specific goals

    + Guide media agencies in the creation, execution, and optimization of paid media campaigns

    + Provide strategic recommendations for media partners, platforms, audiences, and products

    + Build detailed media plans and project timelines with agencies and internal teams

    + Write campaign media briefs to align stakeholders on key campaign details

    + Develop holistic testing strategies with analytics and media teams

    + Track campaign performance and recommend optimization solutions

    + Oversee data validation for marketing measurement tools (e.g., Commercial Mix Modeling)

    + Recommend and execute test-and-learn opportunities with enterprise impact

    + Manage media budgets and make investment recommendations

    QUALIFICATIONS:

    Employment Experience

    + 6–8 years of media planning and buying experience, preferably at an advertising agency or in-house marketing department

    + Proven ability to work independently in a matrixed organization

    + Demonstrated expertise in paid media strategy and execution

    + Hands-on experience with media platforms (e.g., Google Ads, Meta Ads Manager, DV360, The Trade Desk) is a plus

    Technical Skills

    + Strong presentation, collaboration, and influencing skills

    + Fluency in audience targeting, triggered marketing, tagging, and analytics

    + Experience with media planning platforms (e.g., Prisma, Mediaocean, Google Marketing Platform, Flashtalking)

    + Working knowledge of measurement frameworks, incrementality testing, and attribution modeling

    Additional Skills & Competencies

    + Strong analytical and problem-solving skills

    + Excellent communication and presentation abilities

    + Ability to thrive in a fast-paced, matrixed environment

    + Entrepreneurial mindset and adaptability

    Education Requirements

    + Bachelor’s Degree in Marketing, Communications, or related field

    + Or equivalent combination of education and work experience

     

    Salary Range The salary range for this position is $98,000 - $115,000

    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 (https://pikeandrose.com/) , 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