Director, Franchise Performance & Activation, Core Performance

Choice Hotels International • Maryland, MD

4d • $163,544 - $192,400 • Remote

About The Position

The Director, Franchise Performance & Activation, Core Performance leads teams responsible for improving hotel performance, strengthening franchisee support, driving operational execution, and activating commercial priorities across the Core portfolio. The role provides leadership and direction to Area Managers and the Hotel Efficiency, Resource & Operations (HERO) team, ensuring consistent service delivery and effective execution of Core Performance priorities. The Director aligns operational support, franchisee engagement, and commercial activation while partnering across the organization to connect hotels with resources and programs that can improve performance. The position identifies performance trends, elevates franchisee feedback, influences cross-functional priorities, and contributes to the evolution of the Core Performance organization.

This field-based leadership role involves regular engagement with direct reports, franchisees, hotel owners, operators, and internal partners. Travel may be required as business needs dictate. The Director is expected to operate effectively in a matrixed environment and influence outcomes through direct leadership, dotted-line alignment, and cross-functional partnership.

The position offers an annual salary range of $163,544 to $192,400 and is eligible for an annual bonus under Choice’s Management Incentive Plan. The company describes its benefits as comprehensive, competitive, and flexible. Choice Hotels International operates a global lodging franchise portfolio and describes its culture as grounded in welcoming and respecting everyone, being bold and quick, listening, being curious, and showing integrity.

Requirements

• Minimum of 7 to 10 years of experience in hotel operations, franchise performance, owner relations, revenue, commercial operations, or hospitality leadership is preferred.
• Demonstrated experience leading teams, coaching performance, building accountability, and developing talent.
• Strong understanding of hotel operations, franchisee support, owner engagement, brand programs, and commercial performance drivers.
• Proficiency with Microsoft Office applications, including Outlook, Word, Excel, and PowerPoint.
• Strong cross-functional influencing and relationship-building skills.
• Strong analytical, organizational, problem-solving, and decision-making capabilities.
• Ability to translate strategy into clear execution plans and field-level activation.
• Strong written and verbal communication skills, including communication with senior leaders, franchise owners, operators, and internal partners.
• Ability to manage multiple priorities, lead through change, and drive results in a complex matrixed environment.
• Ability to operate effectively in a matrixed environment and influence outcomes through direct leadership, dotted-line alignment, and cross-functional partnership.
• Ability to model Choice’s values: Be Bold, Be Quick, Listen, Be Curious, and Show Integrity.

Nice To Haves

• Prior leadership experience managing people leaders or field-based teams is strongly preferred.
• Experience with Choice systems, brand programs, franchise performance tools, and hotel performance platforms is preferred.
• A bachelor’s degree is preferred, or an equivalent combination of education and relevant work experience.

Responsibilities

• Lead, coach, and develop Area Managers and the HERO team to improve hotel performance, strengthen franchisee relationships, and deliver consistent service across the Core portfolio.
• Establish priorities, expectations, and ways of working aligned with Core Performance objectives; provide performance feedback and development support to direct reports.
• Ensure the HERO Manager effectively leads and deploys the HERO team to address franchisee needs, operational follow-through, and program activation.
• Align team resources and workload with high-impact hotel and franchisee priorities, and foster a collaborative, accountable, performance-oriented culture grounded in Choice’s values.
• Serve as a senior escalation point for complex hotel performance, franchisee support, and operational execution matters.
• Ensure Area Managers and HEROs deliver effective operational support to hotel owners, operators, and property-level management teams.
• Guide teams in identifying hotel performance opportunities and connecting franchisees with relevant tools, programs, resources, and internal support.
• Establish consistent franchisee engagement practices that build trust, support accountability, and reinforce the value of Choice resources and services.
• Monitor hotel performance, owner engagement, guest satisfaction, operational execution, and franchisee support trends.
• Coordinate hotel action plans, operational follow-up, and resolution of recurring property-level challenges.
• Update Core Performance leadership on franchisee trends, operational challenges, support needs, and team execution.
• Lead execution of Core Performance operational initiatives, brand programs, service priorities, and business-critical activations.
• Ensure teams understand initiative objectives, communications, required actions, and follow-through responsibilities.
• Partner with Brand Operations and cross-functional teams to support rollout, adoption, and execution of standards, programs, resources, and tools.
• Represent franchisee and field perspectives in operational initiative planning and implementation; identify execution barriers and recommend ways to simplify implementation.
• Ensure hotels receive support in understanding and activating relevant Choice systems, applications, brand programs, performance tools, and operational resources.
• Drive consistent communication and accountability across Area Managers, the HERO Manager, and HEROs.
• Lead field activation of commercial priorities that support hotel revenue, profitability, guest experience, and owner engagement.
• Partner with Revenue Management, Global Sales, Marketing, Loyalty, Distribution, Reservation Services, Customer Care, ChoiceU, and other Centers of Excellence to connect hotels with relevant resources and support.
• Equip Area Managers and HEROs to help hotels activate commercial programs and resources; monitor engagement and identify opportunities to improve adoption, utilization, and follow-through.
• Translate enterprise and Core Performance priorities into clear field-level actions for Area Managers, HEROs, hotel owners, and operators.
• Provide franchisee feedback, field insight, and operational perspectives to cross-functional partners.
• Participate as a member of the Senior Leadership Team in strategic planning, organizational priorities, performance discussions, and service-delivery improvements.
• Travel as business needs require to support team leadership, hotel engagement, business meetings, initiative activation, and organizational priorities.

Benefits

• Medical, dental, and vision coverage
• Paid leave and 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
• Annual bonus eligibility under Choice’s Management Incentive Plan

What This Job Offers

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