Choice Hotels International · 10 hours ago
Brand Manager - Value Brands
North Bethesda, MD
Full-time
Hybrid
Senior Level
$98K/yr - $115K/yr
5+ years expChoice Hotels International is one of the largest lodging franchisors in the world, and they are seeking a Brand Manager for their Value Brands Segment. This role focuses on shaping brand initiatives, enhancing guest experiences, and driving franchisee performance through strategic brand management.
HospitalityHotelTravel
No H1B
Responsibilities
Serve as a brand champion and ambassador for brands within the Value Brands Segment
Monitor brand health metrics, program adoption, and industry trends; synthesize insights into actionable recommendations
Manage project timelines, deliverables, stakeholder alignment, and clear communications across internal teams (such as marketing, operations, design, and procurement) for a variety of initiatives
Support the development and execution of brand strategies that drive relevance, differentiation, and performance for the brands within the Value Brands Segment
Contribute to multi-year planning and innovation startegy pipelines that support long-term brand growth and performance
Engage with franchisees (through forums such as Owner Councils) to gather feedback, build alignment, and ensure brand initiatives are grounded in operational realities and franchisee needs
Develop compelling presentations that communicate brand strategies, project updates, and initiative outcomes to leadership, cross-functional partners, and/or franchisees
Travel up to 20% of the time for field visits, owner engagement, industry or company events, or similar
Qualification
Required
At least 5-7 years of experience in brand management, corporate strategy, marketing strategy, or project management
Proven ability to lead cross-functional initiatives and influence without direct authority
Proficient in Microsoft Office Suite (Excel, PowerPoint, Word)
Familiarity with project management tools or proven ability to learn new tools effectively
Financial acumen with the ability to interpret performance metrics, analyze ROI, and connect brand initiatives to business outcomes
Strategic thinker with a bias for action and results
Strong communicator and collaborator across diverse teams
Detail-oriented and results-driven with project management and organizational skills
Comfortable navigating ambiguity and driving clarity
Passion for brand storytelling, guest experience, and owner success
Collaborative mindset and ability to foster productive relationships
Strong understanding of hospitality consumer insights, market dynamics, and competitive positioning
Bachelor's degree in Marketing, Business, Hospitality, or related field
Preferred
Experience in hospitality, consumer brand industries, or franchisor businesses preferred
Experience with brand tracking platforms or consumer insights tools is a plus
Advanced degree or certification in brand strategy, project management, or related discipline is a plus
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
Company
Choice Hotels International
Choice Hotels International is a hospitality franchisor that provides businesses and travelers with a range of lodging options.
1001-5000 employees
Funding
Current Stage
Public CompanyTotal Funding
$600M2024-06-25Post Ipo Debt· $600M
1996-10-16IPO
Leadership Team
Judd Wadholm
Senior Vice President and General Manager, Core Brands
Noha Abdalla
Chief Marketing Officer
Recent News
2026-01-22
Hotel Management Network
2026-01-07
Company data provided by crunchbase