Area Director, Franchise Performance (Virginia/North Carolina)

JOB SUMMARY:

The Area Director, Franchise Performance, Core Brands is responsible for driving the commercial performance of a portfolio of midscale and upper midscale franchised hotels. Acting as a trusted advisor to hotel owners, operators, and management companies, this role leverages revenue, market, and operational performance data to identify opportunities for growth and profitability.

The Area Director develops and influences execution of strategic commercial action plans that improve RevPAR, market share, ADR, occupancy, revenue growth, and owner profitability. Through a combination of on-site consultations, virtual engagements, business reviews, and cross-functional collaboration, the role aligns hotel performance strategies with company initiatives and available resources.

This position partners closely with Revenue Management, Sales, Marketing, Loyalty, Distribution, Brand, and Operations teams to support commercial excellence and sustained portfolio growth while fostering strong franchisee relationships and driving program adoption.

NOTE: To be considered for this position, candidates must currently reside in Virginia or North Carolina. Relocation assistance is not available for this role. We welcome applications from all qualified candidates who meet the position requirements and location criteria.

RESPONSIBILITIES:

Commercial Performance Management & Strategic Advisory

• Serve as a strategic commercial advisor to hotel owners and operators, using hotel, portfolio, and market data to identify revenue opportunities and performance improvement initiatives.
• Conduct property visits, performance reviews, and business consultations that connect revenue strategy, sales activation, marketing, distribution, loyalty participation, guest experience, and operational execution to profitable growth.
• Influence stakeholder adoption of agreed-upon commercial priorities through clear accountability, performance goals, and follow-through.
• Evaluate market demand, competitive positioning, business mix, pricing strategy, distribution effectiveness, and sales performance to prioritize the highest-value opportunities.
• Develop action-oriented recommendations that improve revenue generation, profitability, market share, and long-term owner value.\
  

Revenue & Market Performance Accountability

• Drive improvement in portfolio and hotel-level commercial metrics, including RevPAR, RevPAR Index, ADR, occupancy, revenue growth, and profitability.
• Analyze performance trends, pace reports, demand drivers, channel contribution, competitive intelligence, and market dynamics to guide performance strategies.
• Partner with Revenue Management resources and hotel leadership to align pricing, inventory, forecasting, and segment strategies with evolving market conditions.
• Monitor commercial dashboards and performance indicators, proactively identifying risks and adjusting strategies to improve outcomes.
• Escalate performance concerns and recommend corrective actions when business objectives are not being achieved.

Commercial Resource Activation

• Coordinate targeted support from Revenue Management, Sales, Marketing, Loyalty, Distribution, Brand, and Operations partners based on individual hotel opportunities and needs.
• Increase engagement and participation in proprietary revenue-generating programs and initiatives.
• Measure and assess the effectiveness of resource activation by evaluating business impact, program participation, and performance improvements.
• Ensure hotel teams understand and leverage available corporate resources to maximize commercial results.
  

Data-Driven Consultation & Business Influence

• Translate complex operational and financial data into actionable recommendations for owners and hotel leadership teams.
• Utilize internal and external performance tools, dashboards, benchmarking resources, and business intelligence platforms to quantify opportunities and inform decision-making.
• Apply trusted-advisor consultation practices to align stakeholders around commercial priorities, investments, and execution commitments.
• Measure effectiveness through performance improvement, owner engagement, action-plan completion, and program adoption.
• Maintain expertise in industry trends, market conditions, competitive activity, and company commercial initiatives.
  

Owner & Stakeholder Relationship Management

• Lead recurring performance discussions with hotel owners, management companies, and property leadership teams.
• Build credibility and trust through commercial expertise, responsiveness, and sound business judgment.
• Document commitments, action items, and strategic decisions while ensuring accountability and follow-through.
• Provide leadership with insights regarding revenue performance, ownership engagement, competitive threats, and emerging business risks.
• Serve as a primary relationship holder within the assigned portfolio and territory.

Administration & Organizational Support

• Maintain accurate documentation of consultations, performance plans, ownership interactions, and commercial initiatives within company systems.
• Submit timely and accurate expense reporting.
• Support franchise growth, retention initiatives, and participation in relevant franchise associations and industry activities.
• Share market intelligence, best practices, and emerging opportunities with franchisees, peers, and corporate stakeholders.
• Participate in special projects and other organizational initiatives as assigned.

QUALIFICATIONS:

Employment Experience

• Minimum fifteen (15) years of progressive hotel industry experience with significant responsibility for commercial strategy, revenue performance, sales, marketing, revenue management, or multi-property performance improvement.
• Minimum ten (10) years of hotel leadership experience, preferably including franchise performance, revenue management, commercial leadership, or multi-unit operational responsibility.
• Demonstrated success improving hotel commercial performance, including revenue growth, RevPAR, market share, and owner profitability.
• Proven ability to influence business decisions through analytical insights and strategic consultation.
• Experience working effectively within a matrixed organization and influencing outcomes without direct authority.
  

Technical Skills

• Strong analytical, forecasting, and financial acumen.
• Experience utilizing hotel performance and business intelligence tools, including revenue, financial, market share, and benchmarking platforms.
• Advanced proficiency with Microsoft Office applications, including Excel and PowerPoint.
• Ability to analyze and interpret large datasets and translate findings into practical business recommendations.
• Knowledge of hotel revenue management principles, sales activation strategies, distribution channels, marketing performance, loyalty programs, and profitability metrics.
  

Additional Skills & Competencies

• Exceptional consulting, communication, negotiation, and influencing skills.
• Strong executive presence and ability to communicate effectively with hotel owners and senior leaders.
• Ability to balance multiple priorities while managing a geographically dispersed portfolio.
• Strong relationship-building and stakeholder-management capabilities.
• Demonstrated commercial acumen and strategic thinking.
• Ability to navigate ambiguity and adapt priorities within a changing business environment.
• Commitment to organizational values, integrity, collaboration, and continuous improvement.

Education Requirements

• Bachelor's Degree in Hotel Management, Business Management, Marketing, Finance, or a related field or equivalent combination of education and work experience.
• MBA preferred.
  
  

OTHER REQUIREMENTS:

• Regular travel of approximately 70% is required.
• Participation in conferences, owner meetings, special projects, and organizational initiatives as needed.
• Ability to travel independently throughout the assigned territory

COMPENSATION & SALARY RANGE:

Salary Range: $99,919 to $117,000 annually
 

This role is also eligible for an annual bonus under Choice’s Management Incentive Plan (MIP).

Pay ranges listed are what Choice Hotels reasonably expects to pay. Actual pay may be higher or lower and ranges may be adjusted in the future. Pay positioning within the range is influenced by factors including—but not limited to—education, experience, skills, certifications, performance, geographic location, business needs, seniority, and travel requirements.

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