Upscale Brand Strategy
1 week ago
Choice Hotels, one of the world's largest lodging franchisors, has an exciting new opportunity as our Upscale Brand Strategy & Management Director, Collection Brands in the Upscale Management Organization. The Upscale Management team is responsible for Choice Hotels' success in the Upscale and Upper Upscale tiers across the company's 8 brands: Radisson Hotels, Radisson Blu, Radisson RED, Radisson Individuals, Radisson Collection, Park Plaza, Cambria, and Ascend Hotels.
The Upscale Brand Strategy & Management Director, Collection Brands is responsible for developing the long-term strategic plan, aligning internal and external stakeholders, and driving brand performance for the three collection soft brands in the Upscale portfolio: The Ascend Hotel Collection, Radisson Individuals, and the Radisson Collection. In the near to medium term, prioritized focus will be given to The Ascend Collection and Radisson Individuals.
This position will evolve and strengthen the value proposition to identify these collection brands as the soft branding solution for independent hotel owners seeking a best-in-class distribution platform and property management system, while creating appropriate guardrails to guide and differentiate the development strategy for each collection brand. This role will serve as the ambassador for the brand's potential and existing owners, leveraging and deploying Choice Hotels International resources to effectively drive brand performance.
Are you passionate about delivering differentiated and elevated customer experiences? Are you both strategic and creative? We invite you to apply today for our Upscale Brand Strategy & Management Director, Collection Brands role today and #MakeItYourChoice.
Your Responsibilities
Strategic Planning & Selling
- Develop a global multi-year strategic plan that is aligned to the corporate growth objectives for the brand.
- Responsible for near term annual brand plans and long-term brand portfolio strategy aligned to corporate objectives and growth targets.
- Ensures franchisee, consumer, and developer value propositions for the collection brands are competitive, with the goal of optimizing brand segmentation, guest satisfaction, unit growth, proprietary channel contribution, and RevPAR performance relative to the competitive set.
- Ensures organizational awareness and support of brand programs for implementation and consistent delivery for success.
- Represents The Ascend Collection and Radisson Individuals brands at a variety of industry events and media outlets to raise the brands' visibility, and awareness.
- Acts as the strategic "Brand Champion" to our existing and prospective franchisees including during Choice's annual Convention, franchise development discussions, and other events.
- Act as a key resource to the membership sales team to support the sales process as the expert in Choice distribution.
- Continues to strengthen the value proposition of each collection brand, focused on driving Owner preference and unit growth in partnership with development sales
- Drives the execution of multi-year comprehensive strategic brand plans and collaborates cross-functionally to ensure buy-in across the organization, including, but not limited to Franchise Development, Design & Construction, Marketing and Distribution, Loyalty, Technology, Brand Compliance, Owner and Portfolio Management, Legal
- Partners with franchisees on brand initiatives, providing strategic insight and support to ensure successful operational implementation.
- Works closely with Advanced Analytics to monitors and analyze performance metrics to assess the success of brand initiatives, directing strategic changes based on results, brand compliance.
- Partners in the development of The Ascend Collection training leveraging Upscale programs.
- Develops and maintains learning curriculum for The Ascend Collection brand to drive consistent implementation of the full-service operating model across the portfolio.
- Creates and executes new continuous learning opportunities (e.g., quarterly for Owners and monthly for GM's cadence of virtual meetings).
- Leads the service culture curriculum development.
- Directs and influences the Upscale team to achieve or exceed department goals by leveraging internal and external resources and by driving a continual focus on best practices and a deeper understanding of the business, i.e.: Operations, Performance Support, Design & Construction
- Leads and effectively communicates corporate priorities, strategic change initiatives and organizational impacts.
- Develops and maintains departmental budgets as directed and within company policy.
- Develops and implements department operational policies, procedures, and guidelines.
- Bachelor's Degree from a four-year college or university in Hotel Management, Business Management, Marketing, or a relevant field of study required, MBA preferred.
- Minimum of 10 years' progressive experience in brand management, strategy, or consumer packaged goods as category manager (or combination). Prior experience in hotels or the travel industry is preferred.
- Minimum of 5 years' leadership experience, including setting strategic direction and influencing management/professional levels of matrixed organization for engagement and brand(s) growth.
- Strong track record of success in driving execution and delivering business results.
- Motivated self-starter that is highly results oriented.
- Excellent leadership skills with a proven ability to develop relationships with associates at all levels of the organization and drive results in a team-oriented environment.
- Excellent business-savvy with a consultative approach and holistic business view; ability to influence and collaborate with leaders across organizational lines.
- Excellent ability to manage ambiguity combined with an ability to leverage data and create a foundation of data-supported decision making.
- Excellent analytical and forecasting skills; previous experience with successful budget management.
- Excellent verbal and written communication skills with the ability to communicate across all stakeholder groups including small and large group settings, both internal and external. Can build rapport with franchisees and stay "on message" with media.
- Advanced use of Microsoft suite including Outlook, Word, Excel, and PowerPoint.
- Ability to travel up to 40% of the time.
This is an individual contributor role that will report to the Vice President, Upscale Brands Management. You will have 3 peer teammates and collaborate with cross functional departments on a regular basis.
Your Work Location
As our Upscale Brands Management Director, 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.
Right now, our associates in corporate headquarters are working in a hybrid environment, up to 4 days per week in the office and virtually from your home office the remaining days. We provide flexibility and encourage ongoing communication with your leadership to establish expectations about your unique needs.
Salary Range
The salary range for this position is $149,183 to $170,000 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).
Pay ranges listed are for this position and are 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
Adjusted earnings before interest, taxes, depreciation, and amortization (EBITDA) for first quarter 2024 grew to $124.3 million, a first quarter record and a 17% increase compared to the same period of 2023. Please click here to review highlights of our first quarter 2024 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.
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