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Senior Director, Paid Media & Digital Marketing
Senior Director, Paid Media & Digital MarketingChoice Hotels International • Rockville, MD, US
Senior Director, Paid Media & Digital Marketing

Senior Director, Paid Media & Digital Marketing

Choice Hotels International • Rockville, MD, US
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Senior Director, Paid Media & Digital Marketing

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.

Are you a strategic, collaborative, and results-driven leader with deep expertise in paid media and digital marketing? We invite you to apply today for our Senior Director, Paid Media & Digital Marketing role and #MakeItYourChoice.

Your 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.

Your Experience, Skills & Competencies

  • 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.
  • Demonstrates key competencies to include :
  • Strategic Thinking & Execution
  • Collaborating & Influencing
  • Leading & Developing Teams

    • Your Team

    This is a leadership role that will report to the Vice President, Paid Media & Digital Marketing. You will have 2+ direct reports and collaborate with cross-functional departments on a regular basis.

    Salary Range

    The salary range for this position is $184,629 to $216,939 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), as well as annual awards of Choice Hotels International common stock through Choice's Long-Term Incentive Plan (LTI Plan).

    Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few :

  • 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

    • About Choice

    Choice Hotels International, Inc. (NYSE : CHH), is one of the largest lodging franchisors in the world. With 7,500 hotels in 45+ countries and territories, we offer a range of high-quality lodging options in the upper upscale, upper midscale, midscale, extended stay, and economy segments. We're the hotel company for those who choose to bet on themselves the striver, the dreamer, the entrepreneur because that's who we are, too.

    At Choice, we are united by the simple belief that tomorrow will be better than today for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, Maryland, at our technology center in Scottsdale, Arizona, and through our associates around the globe, every voice is heard and every idea is listened to, no matter what area of the company they come from. We are united in supporting the entrepreneurial dreams of our thousands of franchise owners, which propels us forward giving our work at Choice a purpose larger than our business.

    Our corporate office locations :

    North Bethesda, MD Located at Pike & Rose, our worldwide headquarters is less than 15 miles from Washington, D.C., one block away from the North Bethesda Metro station, with easy access to I-495, complimentary parking, electronic charging stations, restaurants and retail.

    Scottsdale, AZ Located at the northwest corner of Loop 101, the Scottsdale office is home to our technology, eCommerce and customer service organizations, with easy access to complimentary parking, electronic charging stations, restaurants and retail.

    Minneapolis, MN Select roles are based in our Minneapolis office on Highway 394, near the intersection with Highway 100, only five minutes from downtown.

    Field / Remote Select roles designated as field / remote will require associates to work from a home office, connecting virtually with Choice team members and leadership on Zoom, with possible required travel depending on the role.

    Choice's Cultural Values

    Welcome and Respect Everyone | Be Bold | Be Quick | Listen | Be Curious | Show Integrity

    Choice's Leadership Principles

    Act with Intention | Lead with Authenticity | Grow & Deliver

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