Director, Performance Media

Who are we looking for?

Choice Hotels, one of the world’s largest lodging franchisors, has an exciting new opportunity as our Director, Performance Marketing in the Marketing, Loyalty & Communications Division. The Paid Media and Digital Marketing team leads the strategy and execution of full-funnel, data-driven paid media initiatives that drive customer acquisition, optimize ROI, and grow the Choice Hotels brand portfolio. As a key member of our Marketing, Loyalty & Communications team, you will lead our Choice Accelerate performance media program, helping drive measurable business growth and franchisee value through cutting-edge digital strategies.

Are you a strategic, data-driven, and innovative leader with expertise in digital performance marketing? We invite you to apply today for our Director, Performance Marketing role and #MakeItYourChoice.

Your Responsibilities

• Lead the strategy, execution, and optimization of Choice Hotels' performance marketing channels, including paid search, paid social, programmatic display & video, metasearch, TripAdvisor Business Advantage, and affiliate marketing.

• Oversee media investment strategies and budget allocation, partnering with finance and leadership to ensure efficient and effective spend management.

• Serve as the subject matter expert and client lead for performance marketing agencies of record, ensuring alignment with business objectives and agency effectiveness.

• Collaborate with senior leadership to ensure performance media channels capture demand generated through awareness-driving tactics.

• Monitor industry trends and algorithm changes, proactively adjusting strategies to maintain a competitive advantage.

• Recommend and implement AdTech capabilities to enhance personalization and media effectiveness.

• Foster a culture of innovation, experimentation, and accountability within the performance marketing team.

• Lead robust test-and-learn initiatives that drive adoption of best practices and new capabilities.

• Develop and deliver executive-level presentations summarizing key performance insights and business impact.

• Ensure financial accuracy in media billing and collaborate with finance teams on media spend forecasting.

Your Experience, Skills & Competencies

• Bachelor’s degree in a related field or equivalent experience required.

• 10+ years of experience managing large-scale, enterprise-level performance media programs.

• 5+ years of people leadership experience managing teams, agencies, and large-scale budgets.

• Expert-level knowledge of Paid Search (Google, Bing), Paid Social (Meta, TikTok, Pinterest, Reddit), Programmatic Display & Video (DV360, The Trade Desk), and Affiliate Marketing.

• Proficiency in AdTech platforms and ad-serving technology (Adobe Analytics, Google Marketing Platform, Flashtalking).

• Strong understanding of first-party data activation, audience segmentation, and personalized media messaging.

• Experience with incrementality testing, attribution modeling, and performance measurement frameworks (MMM, RBA, MTA, DDA).

• Proven ability to scale performance media programs, optimize customer acquisition costs, and drive incremental revenue growth.

• Strong analytical and problem-solving skills, with the ability to derive actionable insights from complex data sets.

• Excellent communication skills with experience presenting to executive leadership and cross-functional stakeholders

• Demonstrates key competencies to include:

  • Data-Driven Decision Making

  • Strategic Thinking & Execution

  • Leading & Developing Teams

Your Team

This is a leadership role that will report to the Senior Director, Paid Media & Digital Marketing. You will have 2+ direct reports and collaborate with cross-functional departments on a regular basis.

Your Work Location

As our Director, Performance Marketing, 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.

Salary Range

The salary range for this position is $160,000 – $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), as well as annual awards of Choice Hotels International common stock through Choice’s Long-Term Incentive Plan (LTI Plan).

The pay range listed is for this position and is 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.

Ability to model Choice’s Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.