Area Director, Franchise Performance (Southern California)

Job Summary The Area Director, Franchise Performance for Core Brands is responsible for driving performance across a diverse portfolio of midscale and upper‑midscale franchised hotels. Operating independently and in collaboration with the Regional Vice President, this role serves as a strategic advisor to hotel owners and above‑property leaders, activating performance‑driven strategies that improve profitability, revenue, guest experience, operational execution, and program adoption. Location Requirements Applicants must reside in any of the following areas: San Diego, California; Los Angeles, California; Pasadena, California; Glendale, California; Ontario, California; Santa Ana, California; Orange County, California (Anaheim, Fresno, or Bakersfield). Responsibilities Conduct on‑site and virtual consultations to drive hotel‑level execution across financial performance, guest experience, operations, owner engagement, and brand standards. Serve as a trusted advisor to hotel owners, operators, and management companies, ensuring adoption of the midscale operating model and driving brand‑aligned performance outcomes. Leverage performance dashboards, competitive intelligence, and analytical tools (CoSTAR, Medallia, Salesforce, Tableau) to identify opportunities and influence decision‑making. Recommend and activate strategies that improve revenue, guest satisfaction, profitability, and cost efficiency at the property and portfolio levels. Ensure execution of recommendations through coaching, follow‑up consultations, and consistent communication with property stakeholders. Drive continuous improvement in revenue, profitability, and guest experience metrics and collaborate with Revenue Management, Commercial Strategy, and other internal teams. Enhance hotel engagement with brand programs, revenue initiatives, and operational tools. Monitor competitive landscape and market trends to inform proactive performance strategies. Identify operational challenges and connect hotels with specialized resources such as ChoiceU, Centers of Excellence, Owner Relations, and Brand Operations. Facilitate adoption of best practices through internal resources and proprietary programs. Provide insights and trends to internal partners, contributing to portfolio‑wide strategic planning. Cultivate strong relationships with franchisees and serve as their primary Choice Hotels contact for performance‑related engagement. Maintain accurate documentation of consultations, action plans, and follow‑up items within Choice’s CRM. Provide regular performance feedback and market insights to the Regional Vice President. Generate consultation summaries and follow‑up correspondence to owners, GMs, and management companies. Maintain timely and accurate business expense documentation. Support franchise sales growth when needed and participate in franchise association activities. Share competitive intelligence, emerging trends, and best practices with peers and corporate teams. Qualifications Education: Bachelor’s degree in Hotel Management, Business Administration, Marketing, or related field, or equivalent combination of education and work experience. Experience: Minimum 15 years of progressive hotel operations experience with preference in midscale or upper‑midscale segments. Minimum 10 years of hotel leadership experience, preferably with multi‑unit or franchise performance responsibility. Demonstrated ability to drive performance outcomes through data‑driven decision‑making, analytics, and operational expertise. Strong analytical, forecasting, and budget management skills. High autonomy with the ability to manage complex issues, synthesize data, and influence stakeholders. Excellent relationship management, communication, and consultative skills. Ability to navigate ambiguity and adapt strategies based on changing market conditions. Proficiency in Microsoft Office and performance measurement tools (CoSTAR, Medallia, Tableau, Salesforce). Strong project coordination, time management, and prioritization skills. Travel Approximately 70% travel required within assigned region. Compensation & Benefits Salary Range: $99,919 to $117,000 annually. Role is eligible for an annual bonus under Choice’s Management Incentive Plan (MIP). Pay ranges may be adjusted in the future. Benefits include medical, dental, and vision coverage; paid time‑off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance; retirement and health savings financial benefits; employee recognition programs; and discounts at Choice hotels worldwide. #J-18808-Ljbffr Choice Hotels International, Inc.