Senior Director, Strategic Communications & Public Relations en Choicehotels

Senior Director, Strategic Communications and Public Relations

Who are we looking for?

Choice Hotels, one of the world’s largest lodging franchisors, has an exciting new opportunity as our Senior Director, Strategic Communications and Public Relations, in the Marketing department.

The Senior Director, Strategic Communications and Public Relations, will be a strategic and operational leader responsible for shaping and advancing the organization’s external communications and public relations with a strong focus on leveraging technology and artificial intelligence to drive transformation and innovation.  This includes providing leadership and strategy over key communications functions of the organization, overseeing a team of talented communications professionals, ensuring the successful execution of integrated communications strategies for diverse stakeholders (franchisees, media, consumers), and partnering with internal organizations and stakeholders to create awareness, support, and alignment around key initiatives. This individual will also play a pivotal role in developing and driving the adoption of emerging technologies, including generative AI, within the communications function.

Are you a visionary communicator with strategic leadership skills, a passion for innovation, and the ability to integrate emerging technologies like AI into public relations? We invite you to apply today for our Senior Director, Strategic Communications and Public Relations role and #MakeItYourChoice.

Your Responsibilities

• Technology & AI-Driven Communications Transformation: Lead the evaluation, selection, and implementation of AI-powered technologies and tools (e.g., for media monitoring, sentiment analysis, content optimization, audience targeting, crisis scenario simulation) to revolutionize the PR and communications function. Develop and implement a digital transformation roadmap, ensuring seamless technology integration and data flow across platforms and departments.

• Data-Driven Strategic Planning: Integrate data-driven insights to inform and enhance Choice’s master narrative and corporate communications plan.  Utilize sentiment analysis and predictive analytics to understand audience perceptions, anticipate potential issues and adjust messaging strategies accordingly.

• Media Relations and Event Opportunities: Work closely with executives across the company to identify and coordinate external media and event opportunities, leveraging AI-powered tools for media monitoring, journalist targeting, and personalized pitch development to maximize impact.

• Franchisee Communications and Engagement: Help evolve and redefine how we approach and shape franchisee communications, utilizing AI tools to personalize and streamline communications.

• Relationship Building: Connect with key stakeholders throughout the organization to develop and inform strategy, planning, and business/brand alignment.

• Team Leadership: Build, lead, and develop a dynamic team of communication experts, fostering a culture of continuous learning and adaptation to new technologies.

• Content Creation and Optimization: Guide the development of high-quality written materials, such as a monthly franchisee e-newsletter, ongoing franchisee communication, press releases, media advisory, pitch, op-ed, script, speech, blog post, etc., by leveraging AI tools for content generation support, editing, and optimization

• Measurement: Create and manage a measurement framework utilizing AI-driven reporting and analysis tools to track key performance indicators, show the impact of external communications efforts, and make data-driven strategic changes based on results

• Judgement: Exercise sound judgment with confidential issues and communications. Ensure the secure and ethical use of AI tools when handling confidential issues and communications.

• Relationship Management: Provide leadership and manage agencies, as well as relationships with reporters and outlets.

• Crisis Management: Utilize AI tools for real-time monitoring of brand mentions and sentiment shifts to enhance crisis response strategies and proactively address potential reputational risks.

• Develop and maintain departmental budgets, as directed by CMO and within company policy. 

• Develop and implement departmental operational policies, procedures and guidelines.

• Attend and staff industry conferences and events.

• Travel to media events and deskside meetings.

Your Experience, Skills & Competencies

• Bachelor’s degree in communications, journalism, public relations or related industry.

• Minimum of 12 years’ experience in corporate communications or a related field, with recent leadership and P&L responsibility.  Prior experience in travel or franchise organization is a plus.

• Prior experience with strategic communications, leveraging email marketing, public relations, social media.

• Experience in transforming communications functions through technology and best practices, including developing measurement programs and implementing generative AI for communications, is highly desired.

• Strong understanding of artificial intelligence (AI) and its potential applications in public relations and communications, including media monitoring, content generation, and audience analysis, is a must.

• Experienced and skilled at mentoring and building staff.

• Excellent written and verbal communication skills, time management and organizational skills.

• Adept at managing multiple projects simultaneously in a fast-paced, deadline-driven environment.

• Strong business acumen combined with a fluency in topical news and culture.

• Highly motivated self-starter and team player who can thrive in a collaborative environment.

• Ability to develop relationships at all levels of an organization and across functions.

• Strategic thinking, planning and execution skills, strong analytical abilities, high emotional intelligence, strong judgment, adaptability, and the ability to manage change

• Exceptional management skills with the ability to anticipate client needs, problem solve, and move work forward.

• Strong research capabilities and expertise of new communication tools, media landscape, industry trends, measurement tools and social media landscape.

• Attention to detail and accuracy, including proofreading and grammar.

• Knowledge of key software, including Word, Excel, Outlook and PowerPoint.

• Relationships with travel writers, hospitality trade press and consumer media a plus.

• Must be able to uphold Choice’s Values

Your Work Location 

As our Senior Director, Strategic Communications and Public Relations, 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 $184,629 to $216,939 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 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