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JOB SUMMARY:

Choice Hotels, one of the world’s largest lodging franchisors, is seeking a Brand Manager, Upper Midscale Brands to develop and execute holistic strategies for our flagship portfolio, including Comfort Inn & Suites and Country Inn & Suites. This individual contributor role will focus on driving unit growth, revenue, franchisee profitability, and enhancing guest experiences. The Brand Manager will define and position the brands within their segment and activate strategies across consumer touchpoints

KEY RESPONSIBILITIES:

Brand Strategy

+ Develop and implement strategies that strengthen the franchisee, consumer, and developer value proposition for Comfort and Country Inn & Suites.

+ Act as a cross-functional connector, integrating insights and business needs to deliver cohesive brand strategies.

+ Create data-driven reports and compelling business cases for internal and external audiences.

+ Continuously evaluate and refine the brand’s economic model to maintain competitive advantage.

+ Collaborate with leadership and cross-functional teams to identify trends, optimize performance, and measure success.

+ Champion distinctive guest experiences through brand hallmarks, amenities, and service touchpoints.

+ Monitor market trends and competitive dynamics to recommend proactive strategies.

Project & Program Management

+ Develop and oversee project plans with milestones, deliverables, and performance metrics.

+ Monitor progress, identify process gaps, and communicate updates to stakeholders.

+ Build strong relationships across the organization to drive collaboration and achieve objectives.

+ Manage budgets for owner meetings, brand events, and Choice Hotels’ annual Convention.

Strategic Brand Champion

+ Lead ongoing development and management of brand programs and standards.

+ Represent Choice Hotels and the brands at industry events and conferences.

+ Advocate for the brand during key engagements with franchisees and developers.

+ Collaborate across segments to ensure consistency and efficiency within the Brand organization.

QUALIFICATIONS:

Education

+ Bachelor’s degree in Marketing, Business Administration, Hospitality Management, or related field or equivalent combination of education and work experience.

Experience

+ 5–7 years of progressive experience in brand management, marketing strategy, or hospitality operations.

+ Experience in franchise or multi-unit business models strongly preferred.

+ Proven ability to manage brand initiatives from concept to execution with measurable impact.

Technical Skills & Competencies

+ Strong understanding of hospitality, consumer insights, and midscale market dynamics.

+ Strategic thinking and analytical skills with ability to translate insights into actionable plans.

+ Excellent project management and organizational skills; adept at managing multiple priorities.

+ Exceptional communication and storytelling skills to influence diverse stakeholders.

+ Collaborative mindset with ability to build strong internal and external relationships.

+ Financial acumen for evaluating ROI, budgets, and performance metrics.

+ High proficiency in Microsoft Office Suite; familiarity with data visualization and analytics tools a plus.

+ Experience leveraging AI tools for efficiency and workload management.

SALARY RANGE:

The salary range for this position is $98,088 to $115,000 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).

The pay range listed is for this position and is what Choice Hotels reasonably expects to pay. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs.

WORK LOCATION:

This position is based at Choice Hotels’ Pike & Rose headquarters in North Bethesda, Maryland. The selected candidate must be able to commit to this location requirement and adhere to the company’s hybrid work schedule, which consists of four days onsite and one day remote per week.

NOTE:

This position is not eligible for relocation assistance or sponsorship.

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