Brand Management Director, Upper Midscale Brands

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.

• RESPONSIBILITIES :
• Brand & Strategic Initiatives Planning (35%)
• 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.
• JOB SUMMARY :
• Identify consumer and owner opportunities to evolve brand value propositions.
• Business Management & Performance Analysis (30%)
• 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.
• Brand Champion (20%)
• 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.
• Special Projects (15%)
• Execute cross-functional projects within Upper Midscale and Core Brand Strategy teams.
• Employment Experience
• Minimum of 7 years’ experience in brand management, strategy, or management consulting.
• Hospitality or multi-unit franchise experience preferred.
• Technical Skills
• Proficient in Microsoft Outlook, Excel, PowerPoint, and Word.
• Additional Skills & Competencies
• QUALIFICATIONS :
• 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.
• Education Requirements
• Bachelor’s degree in a related field or equivalent combination of education and work experience. The salary range for this position is
• $129,000 to $163,000 annually
• . In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).
• WORK LOCATION :
• This position is based at Choice Hotels’ Pike & Rose headquarters in North Bethesda, Maryland. The selected candidate must be able to commit to this location requirement and adhere to the company’s hybrid work schedule, which consists of four days onsite and one day remote per week.The pay range listed is for this position and is what Choice Hotels reasonably expects to pay. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs.
• 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

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