Senior Director, Extended Stay Brand Strategy

JOBSUMMARY

The Senior Director, Extended Stay Brand Strategy serves as a key member of the Extended Stay leadership team and is responsible for defining and advancing the long-term strategy, positioning, and value proposition for Choice’s extended stay portfolio, including WoodSpring Suites, Everhome Suites, MainStay Suites, and Suburban Studios. This role oversees Brand Management and Brand Activation functions and ensures portfolio strategies drive sustainable growth, market differentiation, franchisee profitability, guest satisfaction, and owner returns. The position partners closely with Development, Marketing, Operations, and executive leaders to align strategic priorities, evaluate growth opportunities, and strengthen brand performanceacrosstheportfolio.Theroleleadsateamofmanagersanddirectorswhileprovidingexecutive-levelrecommendationsthatconnectbrandstrategytoenterprisegrowthandfranchiseevalue.

RESPONSIBILITIES

PortfolioStrategy&BrandLeadership

• Defineandleadthelong-termstrategicvisionandportfoliostrategyforChoice’sExtendedStaybrands.

• Developclearanddifferentiatedguest,owner,franchisee,developer,andinvestorvaluepropositionsforeachbrand.

• Establishannualandmulti-yearstrategicprioritiesalignedwithgrowthobjectives,competitivedynamics,andmarketopportunities.

• Monitorindustrytrends,ownersentiment,guestexpectations,andcompetitiveactivitytoinformfutureportfoliostrategy.

• EnsureBrandManagementandBrandActivationeffortssupportlong-termbrandhealthandbusinessperformance.

FranchiseeValue&OwnerEconomics

• Serveastheportfolioleaderforownereconomics,includingcost-to-build,cost-to-operate,franchiseprofitability,andreturn-on-investmentconsiderations.

• Evaluatestrategictradeoffsinvolvingbrandstandards,prototypes,operatingmodels,andinvestmentrequirements.

• Developrecommendationsthatbalanceguestexperience,franchiseeeconomics,andenterpriseobjectives.

• Supportbusinesscasesandstrategicinitiativesdesignedtoimproveownervalueandportfoliocompetitiveness.

DevelopmentStrategy&BusinessGrowth

• PartnerwithDevelopmentleadershipongrowthstrategies,seminars,keyclientpresentations,andstrategicownerdiscussions.

• Reviewandapprovemajordevelopmentopportunitiestoensurealignmentwithbrandpositioning,targetcustomersegments,andlong-termgrowthplans.

• Guidethedevelopmentofowner-facingmaterialsthatclearlycommunicateinvestmentrationale,operatingmodeladvantages,andbranddifferentiation.

• Supportexpansioninitiativesthatdrivesustainableunitgrowthandstrengthenmarketpresence.

FranchiseeandOwnerEngagement

• LeadstrategicpreparationandengagementforFranchiseAdvisoryCouncils(FACs),ownerforums,andindustryevents.

• Buildtrustedrelationshipswithfranchisees,owners,developers,managementcompanies,andkeyexternalstakeholders.

• Translateownerfeedbackintostrategicrecommendationsandactionplans.

• Reinforcefranchiseeconfidencethroughtransparentcommunicationandvalue-focused decision-making.

BrandActivation&MarketingAlignment

• Providestrategicoversighttobrandactivation,ownerengagement,communications,andportfolioinitiatives.

• PartnerwithMarketingleadershiptoensurecampaigns,partnerships,messaging,andprogramssupportportfoliopositioninganddemandgenerationobjectives.

• Ensuremajorinitiativesincludeclearbusinesscases,implementationplans,successmeasures,andcommunicationstrategies.

• Advocateforalignmentacrossenterprisefunctionstosupporthigh-prioritybrandinitiatives.

Leadership&OrganizationalEffectiveness

• Lead,coach,develop,andretainahigh-performingteamofbrandstrategyandbrandmanagementprofessionals.

• Establish priorities, decision frameworks, performance expectations,andsuccessionplansacrosstheorganization.

• Managebudgets,externalvendorrelationships,consultants,andstrategicinvestments.

• Fosteracultureofaccountability,innovation,collaboration,andcontinuousimprovement.

• ServeasaseniorrepresentativeoftheExtendedStaybusinessinternallyandexternally.

QUALIFICATIONS

EmploymentExperience

• Minimum12to15yearsofprogressiveexperienceinbrandstrategy,portfoliostrategy,hospitality,franchiseoperations,developmentstrategy,consulting,productmanagement,orarelatedfield.

• Minimum7yearsofleadershipexperiencemanagingprofessionaland/ormanagement-leveltalent.

• Experienceleadingmanagersanddevelopinghigh-performingteams.

• Hospitality,lodging,travel,franchise,ormulti-unitconsumerbrandexperiencestronglypreferred.

• ExtendedStaysegmentexperiencestronglypreferred.

• Provenexperienceworkingwithfranchisees,owners,developers,managementcompanies,oradvisorycouncils.

• Experiencelaunching,repositioning,scaling,orevolvingconsumer-facingbrands.

• Demonstratedsuccessinfluencingcross-functionalleadersanddrivingenterprise-widestrategicinitiatives.

TechnicalSkills

• AdvancedproficiencyinMicrosoftOfficeSuite,includingOutlook,Word,Excel,PowerPoint,Teams,andCopilot.

• Strongfinancialanalysisandbusinesscasedevelopmentskills.

• Abilitytointerpretperformancemetrics,marketintelligence,guestinsights,andownereconomics.

• Experiencemanagingbudgets,strategicinitiatives,consultants,andexternalvendors.

• Familiaritywithhospitality,revenuemanagement,businessintelligence,andmarketanalyticstoolspreferred.

AdditionalSkills&Competencies

• Strategicthinkingandportfoliomanagementexpertise.

• Executivepresenceandcommunicationskills.

• Financialandbusinessacumen.

• Relationshipbuildingandstakeholdermanagement.

• Leadershipandorganizationaldevelopment.

• Influencingandchangemanagement.

• Decision-making incomplexandambiguousenvironments.

• Customerandfranchisee-focusedmindset.

EducationRequirements

• Bachelor’s degree in Business, Marketing, Hospitality, Finance, Strategy, or a related field, or an equivalent combination of education and work experience required.

• MBA,Master’sdegreeinStrategy,Leadership,Hospitality,BusinessAdministration,orrelatedfieldorequivalentcombinationofeducationandworkexperiencestronglypreferred.

• Relevantprofessionalcertificationsmaybeconsideredincombinationwithexperience.

AdditionalRequirements

• Abilitytotravelupto40%asbusinessneedsrequire.

• Abilitytomodelorganizationalvaluesincludingcollaboration,customerfocus,integrity,inclusion,accountability,andperformanceexcellence.

SALARY RANGE

The salary range for this position is $188,076 to $221,226 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).