Senior Director, Paid Media & Digital Marketing

Senior Director, Paid Media & Digital Marketing

Who are we looking for?

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.

Your Work Location

As our Senior Director, Paid Media & Digital Marketing, you will be based in our beautiful, state-of-the-art worldwide corporate headquarters in North Bethesda, MD. Less than 15 miles from Washington, DC, we’re located one block away from the North Bethesda Metro station, with service on the Red Line and the MARC Brunswick line, easy access to I-270, and plenty of free parking provided by Choice Hotels.

Salary Range

The salary range for this position is $184,629 to $210,220 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).

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.

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 nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories, with a range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay, and economy segments. We’re the hotel company for those who choose to bet on themselves – the underdog, the dreamer, the entrepreneur – because that’s who we are, too.

At Choice, we are united by the simple belief that tomorrow will be even better than today – for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, MD and St. Louis Park, MN as well as our technology center in Scottsdale, AZ, 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 more than 18,000 franchise owners, which propels us forward – giving our work at Choice a purpose larger than our business.

About Choice Hotels Financial Performance

Please click here to review the highlights of our latest financial results.

*** PLEASE NOTE: This role is not eligible for sponsorship ***

Ability to model Choice’s Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.