Director of Marketing, Social Media & Influencer

Choice Hotels International • North Bethesda, MD

4d • $142,212 - $167,309 • Onsite

About The Position

Choice Hotels International is seeking a Director, Social Media & Influencer to lead enterprise social strategy across platforms, creators, and content ecosystems. This is a high-impact leadership role responsible for defining how social media, influencer marketing, and organic content work together to drive brand relevance, engagement, and business impact. This role plays a critical role in evolving social from a channel execution function into a fully integrated content and demand driver, ensuring alignment across brand, media, search, and emerging discovery ecosystems. The Director will establish the strategic foundation for how social content contributes to both cultural relevance and discoverability, including integration with SEO and generative AI-driven search environments. This role works in close partnership with Brand Marketing (as well as segment marketing) to ensure all social, creator, and influencer strategies align with enterprise brand positioning, voice, tone, and campaign priorities. The Director will ensure social creative and storytelling frameworks reinforce enterprise brand standards while adapting effectively for platform-native engagement. As the enterprise lead for social strategy, this role partners closely with internal stakeholders, external agencies, and cross-functional teams to define best practices, scale creator and content capabilities, and drive innovation across platforms.

Requirements

• 10+ years of experience in social media, digital marketing, content strategy, or related fields
• 5+ years of leadership experience managing teams and cross-functional initiatives
• Deep expertise across social platforms (Meta, TikTok, Pinterest, Reddit, Snap, YouTube, etc.)
• Strong understanding of creator and influencer marketing models
• Experience integrating social strategy with paid media, brand marketing, and SEO
• Familiarity with content discoverability and AI-driven content ecosystems preferred
• Strong understanding of performance metrics and testing frameworks
• Proven ability to operate effectively within a matrixed enterprise organization, building strong cross-functional partnerships while balancing brand governance with platform-native creative execution
• Strong strategic thinking and problem-solving skills
• Executive-ready communication and stakeholder management skills
• Bachelor’s degree required

Nice To Haves

• advanced degree preferred

Responsibilities

• Own and evolve the enterprise social media strategy, defining the role of each platform and how organic, creator, and paid social efforts work together
• Translate business and marketing goals into integrated social and content strategies that drive measurable impact
• Establish enterprise frameworks for messaging mix (brand, creator, promotional, performance, organic) and success measurement
• Lead development of long-term social strategy roadmaps, platform POVs, and capability evolution
• Translate paid social objectives, audience strategies, and performance insights into social and creator content approaches, ensuring alignment between media investment and content development
• Partner closely with Brand Marketing to translate enterprise brand strategy, messaging, and creative direction into platform-native social and creator content approaches
• Ensure social content and creator partnerships maintain consistency with enterprise brand voice, tone, visual identity, and campaign priorities
• Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models
• Oversee creator sourcing, briefing, and content direction in partnership with agencies and internal stakeholders
• Serve as a strategic advisor to brand and segment teams on how to leverage creator marketing
• Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships
• Set the strategic direction for organic social content across enterprise and brand channels in alignment with enterprise brand strategy and campaign objectives
• Collaborate with Brand Marketing and Creative teams to ensure social creative is consistent with enterprise messaging, visual standards, and storytelling priorities while optimized for platform performance
• Define content testing and optimization frameworks to improve engagement and performance
• Ensure integration between organic content, paid amplification, and broader campaign execution
• Partner with Brand, PR, and Loyalty teams to elevate social as a strategic marketing channel
• Partner with SEO and content strategy teams to ensure social and creator content supports discoverability across search, generative AI, and emerging ecosystems
• Define and operationalize the role of social content within GEO (Generative Engine Optimization) strategies
• Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility
• Collaborate with Analytics and SEO teams to identify signals that improve content performance beyond engagement
• Lead integration of social content into enterprise initiatives such as LLM visibility and content discoverability
• Partner with Brand Marketing, Creative, Paid Media, SEO, Analytics, PR, and Technology teams to ensure social and creator strategies support all campaign priorities, brand standards and customer experience.
• Serve as a subject matter expert, providing POVs and recommendations on social and creator strategy
• Own senior relationships with key social platform partners (e.g., Meta, TikTok, Snap, Reddit, Pinterest), leading joint business planning (JBPs), identifying strategic opportunities, and ensuring platform partnerships inform both content and media strategy
• Align social strategy with broader marketing priorities and business objectives
• Drive visibility and understanding of social strategy across stakeholders
• Act as senior lead for social and creator agency partners, setting expectations and performance standards
• Ensure agency partners operate as extensions of the internal team
• Manage external partnerships across influencer platforms and content vendors
• Stay ahead of platform, cultural, and technology shifts and translate them into actionable strategies
• Lead test-and-learn initiatives across social platforms, creator models, and content formats
• Identify opportunities to scale new capabilities that enhance engagement and discoverability
• Build and lead a high-performing social strategy team
• Coach and develop team members to drive increased autonomy and enterprise thinking
• Foster a culture of innovation, curiosity, and continuous learning

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