VP, Upscale Brand Management

JOB SUMMARY

The Vice President, Upscale Brand Management is responsible for the strategy, health, performance, and growth of Choice Hotels’ seven-brand Upscale portfolio. This leader has accountability for key commercial, growth, financial, and guest experience outcomes and develops long-term portfolio and individual brand strategies that support enterprise objectives and five-year growth goals. The Vice President leads through a highly matrixed organization, partnering across commercial, marketing, development, operations, loyalty, technology, and franchise services while building strong relationships with current and prospective owners. The role serves as a visible champion for the Upscale portfolio, strengthening brand value propositions, driving hotel performance, expanding the portfolio, and attracting and retaining owners and operators. The position is based in Pike & Rose and requires travel as business needs dictate.

RESPONSIBILITIES

Brand Strategy, Performance and Growth

• Own the long-term strategy and performance of the Upscale brand portfolio, aligning brand priorities, investment decisions, and growth plans with corporate objectives and five-year targets.
• Establish clear strategic direction for the Upscale segment and individual brands, identifying opportunities to strengthen competitive positioning, owner value, guest experience, and long-term growth.
• Maintain competitive franchisee, consumer, and developer value propositions, focusing on brand segmentation, guest satisfaction, unit growth, central reservation system contribution, RevPAR performance, total cost of ownership, and net operating income.
• Monitor portfolio performance, competitive dynamics, consumer trends, owner economics, and broader industry developments to identify opportunities and make strategic adjustments.
• Establish performance expectations and use financial, commercial, operational, and brand-compliance metrics to evaluate initiative effectiveness and direct changes when needed.
• Partner with Marketing and Commercial teams to develop and execute integrated brand, commercial, and marketing strategies.
• Define and scale a segment-level strategy to attract prospective owners and operators and support portfolio growth.
• Partner with Franchise Development, Openings, Commercial, Loyalty, Global Sales, and Portfolio Optimization to support hotel ramp-up, performance, and net room growth goals.
• Represent Choice Hotels and the Upscale brands with current and prospective franchisees, at industry events, franchise advisory forums, development discussions, conventions, and appropriate media opportunities.
• Serve as a strategic brand champion, clearly communicating the positioning, value proposition, priorities, and growth opportunities of the Upscale portfolio.

Organizational and Enterprise Leadership

• Develop compelling, data-supported business cases for significant brand initiatives and build internal and external support for implementation.
• Lead execution of multi-year strategic brand plans through partnership across Franchise Development, Marketing and Distribution, Loyalty, E-commerce, Technology, Brand Compliance, Training, Owner and Portfolio Management, Franchise Services, and other functions.
• Set a clear strategic vision and translate long-term objectives into actionable priorities, resource decisions, and measurable outcomes.
• Build collaborative relationships across functions to solve complex business issues and advance shared enterprise objectives.
• Partner directly with franchisees on strategic brand initiatives and provide the insight and support needed for successful operational implementation.
• Create scalable learning and engagement opportunities that strengthen owner knowledge and execution.
• Promote organizational agility by establishing clear priorities, responding effectively to evolving business conditions, and communicating strategic changes and their implications.
• Exercise sound business judgment in complex and ambiguous situations, balancing brand, owner, guest, growth, and financial considerations.

People and Talent Leadership

• Build, lead, develop, and engage a high-performing team capable of delivering the strategic priorities of the Upscale portfolio.
• Establish clear goals and accountability, ensuring the team achieves or exceeds business and departmental objectives.
• Develop internal and external talent pipelines and maintain meaningful succession plans for critical positions.
• Coach and develop leaders and team members to strengthen capabilities, increase organizational effectiveness, and prepare talent for expanded responsibilities.
• Foster a growth mindset and culture of agility, accountability, collaboration, inclusion, innovation, and continuous improvement.
• Engage with relevant industry associations and external networks to strengthen Choice Hotels’ position as an employer of choice.
• Inspire and mobilize teams, matrixed partners, owners, and other stakeholders around a common vision and shared business objectives.
• Model a strong sense of urgency, thoughtful risk-taking, and consistent focus on measurable business results.

QUALIFICATIONS

Employment Experience

• Minimum of 10 years of progressively responsible operational experience with a major hotel group and/or hotel management company, including on-property General Manager and above-property leadership experience.
• Minimum of 5 years of upscale hotel management and operational experience.
• Demonstrated success developing and implementing strategies that drive business change, growth, and improved profitability.
• Experience with P&L accountability for a multi-unit portfolio.
• Demonstrated experience developing, implementing, and measuring business processes and strategic initiatives.
• Significant experience leading and influencing in a complex, matrixed organization, including collaboration with senior leaders and external stakeholders.
• Demonstrated ability to lead and develop teams, build succession pipelines, and drive organizational performance.

Technical Skills

• Advanced financial and analytical skills, including budgeting, forecasting, portfolio performance analysis, and data-supported decision-making.
• Ability to interpret commercial, operational, guest experience, brand compliance, and financial performance measures and translate insights into strategic action.
• Strong working knowledge of hotel operations, brand strategy, franchise business models, owner economics, and portfolio performance.
• Ability to effectively apply technology and business tools to analysis, communication, and decision - making.
• Proficiency with Microsoft Word, Excel, PowerPoint, and Outlook.

Additional Skills & Competencies

• Strategic Leadership: Ability to establish a compelling long-term vision and translate strategy into measurable priorities and results.
• Business and Financial Acumen: Strong understanding of business drivers and the ability to balance owner economics, brand performance, growth, guest outcomes, and profitability.
• Influence and Collaboration: Exceptional ability to establish credibility, build relationships, and influence across organizational boundaries and external stakeholder groups.
• Executive Communication: Excellent written, verbal, and presentation skills, with the ability to communicate effectively with executives, associates, franchisees, prospective owners, industry audiences, and other stakeholders.
• Agility and Results Orientation: Ability to navigate ambiguity, adapt priorities as conditions change, take thoughtful risks, and maintain accountability for outcomes.

Education Requirements

• Bachelor’s degree in Hotel Management, Business Management, or a related field or an equivalent combination of education and relevant work experience.
• Master’s or postgraduate degree preferred.

SALARY RANGE

The salary range for this position is $250,000 to $300,000 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), 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 even 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