Brand Management Director, Upper Midscale Brands

Choice Hotels Int. Inc. • North Bethesda, MD

69d • $129,000 - $163,000 • Hybrid

About The Position

Choice Hotels is seeking a strategic and results-driven Brand Management Director for Upper Midscale Brands within our Core Brand Strategy team. This individual contributor role is pivotal in shaping and executing brand strategy to enhance guest experience, drive franchisee profitability, and support unit growth. The Brand Management Director will collaborate cross-functionally to deliver initiatives aligned with corporate objectives and the future vision of the brand. This role does not have direct reports but requires high-level influence across departments and with franchisees.

Requirements

• Minimum of 7 years' experience in brand management, strategy, or management consulting.
• Proficient in Microsoft Outlook, Excel, PowerPoint, and Word.
• Strategic agility and ability to manage multiple priorities.
• Strong analytical and problem-solving skills.
• Excellent communication and presentation skills.
• Proven ability to collaborate across departments and influence outcomes.
• Bachelor's degree in a related field or equivalent combination of education and work experience.

Nice To Haves

• Hospitality or multi-unit franchise experience preferred.
• Master's degree preferred.

Responsibilities

• Develop actionable business strategies to elevate brand performance and owner ROI.
• Lead brand building and launch activities including agency management, concept development, and cross-functional alignment.
• Identify consumer and owner opportunities to evolve brand value propositions.
• Monitor brand and competitor performance; lead custom analyses to track initiative success.
• Own development and maintenance of brand economic models.
• Partner across functions to improve metrics like net unit growth, occupancy, and cost to operate.
• Create executive-ready deliverables and business cases to strengthen brand positioning.
• Represent the brand across departments and maintain brand integrity throughout development and execution.
• Lead brand sessions at conventions, developer events, and owner associations.
• Communicate brand strategy and performance through presentations, spreadsheets, and videos.
• Execute cross-functional projects within Upper Midscale and Core Brand Strategy teams.

Benefits

• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Industry: Accommodation