Director, Paid Media – Media Planning & Activation

Choice Hotels International • North Bethesda, MD

2d

About The Position

Choice Hotels International is seeking a Director, Paid Media – Media Planning & Activation to lead full‑funnel paid media strategy and execution across the enterprise and segment portfolios. This role is responsible for driving performance excellence across TV/OLV/CTV, Paid Search, Metasearch/Hotel Ads, Paid Social, Programmatic Display & Video, and Affiliate Marketing. As a people leader, this role owns how paid media is planned, activated, optimized, and measured—ensuring Choice’s owned digital channels deliver incremental, measurable business growth for franchisees. The Director partners closely with Brand Marketing, Analytics, Finance, Revenue Management, Technology, and agency partners to improve media efficiency, scale performance marketing capabilities, and advance modern measurement approaches. The ideal candidate is a strategic, data‑driven media leader with strong judgment, a clear point of view, and a relentless focus on performance outcomes in a fast‑paced, matrixed environment.

Requirements

• 10+ years of experience managing enterprise‑level, full‑funnel paid media programs, with deep focus on Paid Search, Programmatic Display & Video, Paid Social, and Affiliate Marketing.
• 5+ years of people leadership experience managing teams, agency partners, and large‑scale budgets ($50M+ annual media spend preferred).
• Expert‑level knowledge of Paid Search (Google, Bing), Paid Social (Meta, TikTok, Pinterest, Reddit), Programmatic Display (DV360, The Trade Desk), and CTV/OLV.
• Proficiency with ad tech and analytics platforms such as Google Marketing Platform, Adobe Analytics, and Flashtalking.
• Strong understanding of first‑party data activation, identity resolution, and audience segmentation.
• Experience with incrementality testing, attribution models, and measurement frameworks (MMM, RBA, MTA, DDA).
• Deep understanding of bidding strategies, automation, machine learning, and AI‑driven optimizations.
• Proven ability to scale paid media programs, improve CAC efficiency, and drive incremental revenue growth.
• Strong analytical skills with the ability to translate complex data into clear insights and recommendations.
• Proven ability to lead cross‑functional initiatives with enterprise‑wide impact.
• Strong judgment and problem‑solving skills in ambiguous, fast‑moving environments.
• Executive‑ready communication skills with the ability to influence senior stakeholders in a matrixed organization.
• Bachelor’s degree required or an equivalent combination of education and relevant work experience; advanced degree preferred.

Responsibilities

• Full‑Funnel Paid Media Leadership & Strategy
• Lead full‑funnel paid media strategy and activation across Paid Search, Metasearch/Hotel Ads, Paid Social, Programmatic Display & Video, CTV/OLV, and Affiliate Marketing, with a strong emphasis on performance and incrementality.
• Translate business and marketing objectives into integrated channel strategies, audience approaches, investment recommendations, and measurable performance expectations.
• Establish and evolve paid media standards, best practices, and guardrails that guide planning and activation across internal teams, agencies, and partners.
• Media Planning & Activation Team Leadership
• Lead the Media Planning & Activation team, setting clear priorities, operating rhythms, and quality standards for planning, activation, optimization, and reporting.
• Own quarterly and annual media and financial planning processes; align priorities and tradeoffs with Brand Marketing, Analytics, and Finance.
• Coach and develop managers and individual contributors, building bench strength, planning rigor, and strong performance accountability.
• Performance Management & Measurement
• Lead performance management forums including pacing, optimization reviews, and QBRs; ensure insights are actionable and followed through.
• Ensure reporting clearly connects paid media performance to business outcomes, risks, and recommended actions.
• Advance measurement frameworks including incrementality testing, attribution, and media effectiveness analysis to improve decision‑making.
• Cross‑Functional & Enterprise Impact
• Partner closely with Brand Marketing, Analytics, Revenue Management, Finance, and Technology to enable integrated execution and decision‑making across the funnel.
• Serve as a senior subject matter expert, providing POVs, tradeoffs, and recommendations to leadership on media investment, channel mix, audience strategy, and performance drivers.
• Agency & Partner Leadership
• Act as senior client lead for paid media agencies, setting expectations, operating principles, and performance standards.
• Orchestrate and prioritize agency partnerships across segments and channels; drive accountability for high‑quality outputs and measurable impact.
• Innovation & Capability Evolution
• Lead test‑and‑learn initiatives and adoption of new platforms, media capabilities, and AdTech to improve full‑funnel effectiveness and scalability.
• Stay current on industry, platform, and regulatory changes; evolve strategy, measurement, and operating standards accordingly.

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
• Number of Employees: 501-1,000 employees