Senior Director, Paid Media & Digital Marketing

Choice Hotels • North Bethesda, MD

300d • $184,629 - $210,220

About The Position

Choice Hotels, one of the world's largest lodging franchisors, has an exciting new opportunity as our Senior Director, Paid Media & Digital Marketing in the Marketing, Loyalty & Communications Division. The Paid Media and Digital Marketing team leads the strategy and execution of full-funnel, data-driven paid media initiatives that drive customer acquisition, optimize ROI, and grow the Choice Hotels brand portfolio. As a key member of our Marketing, Loyalty, & Communications team, you will drive the evolution of Choice's paid marketing efforts, leveraging a customer-centric and data-led approach to modernize and expand our media programs.

Requirements

• Bachelor's degree in a related field or equivalent experience required.
• 12+ years of experience managing large-scale, full-funnel media plans.
• 8+ years of prior people management experience.
• Deep knowledge of both online and offline media channels.
• Experience managing multi-million-dollar annual budgets and external agency relationships.
• Demonstrated ability to create customer-centric media strategies that balance brand and performance objectives.
• Expertise in incrementality testing, attribution modeling, and performance measurement frameworks (MMM, MTA, DDA).
• Strong analytical skills with the ability to derive actionable insights and present them effectively to internal and external stakeholders.
• Proven ability to lead cross-functional teams in a highly collaborative environment.
• Experience with A/B and multivariate testing for ads and landing pages.

Nice To Haves

• Strategic Thinking & Execution
• Collaborating & Influencing
• Leading & Developing Teams

Responsibilities

• Lead the strategy, execution, and optimization of Choice Hotels' full-funnel paid media programs in the U.S. and Canada, including TV, OTT/CTV, social media, programmatic display & video, paid search, metasearch, TripAdvisor Business Advantage, and affiliate marketing.
• Serve as the subject matter expert for paid media across global marketing programs, including test initiatives and new channel adoption.
• Act as the primary client lead for all media agencies of record, ensuring agency effectiveness and alignment with Choice's objectives.
• Stay ahead of industry changes and trends to develop innovative media strategies that position Choice for continued success.
• Drive the adoption and ongoing utilization of the Commercial Mix Model (CMM) for media forecasting and performance evaluation.
• Build and maintain strong partnerships with cross-functional departments, including website, revenue management, brand creative, and analytics teams, to ensure alignment and success of paid media initiatives.
• Champion the modernization of Choice's AdTech stack, identifying opportunities to build, borrow, or buy new capabilities.
• Expand paid media strategies to explore new marketing channels that benefit franchisees and enhance customer acquisition efforts.
• Lead, mentor, and develop a team of 6+ direct reports, fostering professional growth and a high-performance culture.
• Communicate strategies, progress, and performance to executive leadership, cross-functional peers, and franchisee stakeholders.

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: Senior
• Industry: Accommodation
• Education Level: Bachelor's degree