layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Senior Director, Extended Stay Brand Strategy at Choice Hotels | LAYIQ

Portfolio Strategy & Brand Leadership
Define and lead the long-term strategic vision and portfolio strategy for Choice’s Extended Stay brands.
Develop clear and differentiated guest, owner, franchisee, developer, and investor value propositions for each brand.
Establish annual and multi-year strategic priorities aligned with growth objectives, competitive dynamics, and market opportunities.
Monitor industry trends, owner sentiment, guest expectations, and competitive activity to inform future portfolio strategy.
Ensure Brand Management and Brand Activation efforts support long-term brand health and business performance.
Franchisee Value & Owner Economics
Serve as the portfolio leader for owner economics, including cost-to-build, cost-to-operate, franchise profitability, and return-on-investment considerations.
Evaluate strategic tradeoffs involving brand standards, prototypes, operating models, and investment requirements.
Develop recommendations that balance guest experience, franchisee economics, and enterprise objectives.
Support business cases and strategic initiatives designed to improve owner value and portfolio competitiveness.
Development Strategy & Business Growth
Partner with Development leadership on growth strategies, seminars, key client presentations, and strategic owner discussions.
Review and approve major development opportunities to ensure alignment with brand positioning, target customer segments, and long-term growth plans.
Guide the development of owner-facing materials that clearly communicate investment rationale, operating model advantages, and brand differentiation.
Support expansion initiatives that drive sustainable unit growth and strengthen market presence.
Franchisee and Owner Engagement
Lead strategic preparation and engagement for Franchise Advisory Councils (FACs), owner forums, and industry events.
Build trusted relationships with franchisees, owners, developers, management companies, and key external stakeholders.
Translate owner feedback into strategic recommendations and action plans.
Reinforce franchisee confidence through transparent communication and value-focused decision-making .
Brand Activation & Marketing Alignment
Provide strategic oversight to brand activation, owner engagement, communications, and portfolio initiatives.
Partner with Marketing leadership to ensure campaigns, partnerships, messaging, and programs support portfolio positioning and demand generation objectives.
Ensure major initiatives include clear business cases, implementation plans, success measures, and communication strategies.
Advocate for alignment across enterprise functions to support high-priority brand initiatives.
Leadership & Organizational Effectiveness
Lead, coach, develop, and retain a high-performing team of brand strategy and brand management professionals.
Establish priorities, decision frameworks, performance expectations, and succession plans across the organization.
Manage budgets, external vendor relationships, consultants, and strategic investments.
Foster a culture of accountability, innovation, collaboration, and continuous improvement.
Serve as a senior representative of the Extended Stay business internally and externally.

Employment Experience
Minimum 12 to 15 years of progressive experience in brand strategy, portfolio strategy, hospitality, franchise operations, development strategy, consulting, product management, or a related field.
Minimum 7 years of leadership experience managing professional and/or management-level talent.
Experience leading managers and developing high-performing teams.
Hospitality, lodging, travel, franchise, or multi-unit consumer brand experience strongly preferred.
Extended Stay segment experience strongly preferred.
Proven experience working with franchisees, owners, developers, management companies, or advisory councils.
Experience launching, repositioning, scaling, or evolving consumer-facing brands.
Demonstrated success influencing cross-functional leaders and driving enterprise-wide strategic initiatives.
Technical Skills
Advanced proficiency in Microsoft Office Suite, including Outlook, Word, Excel, PowerPoint, Teams, and Copilot.
Strong financial analysis and business case development skills.
Ability to interpret performance metrics, market intelligence, guest insights, and owner economics.
Experience managing budgets, strategic initiatives, consultants, and external vendors.
Familiarity with hospitality, revenue management, business intelligence, and market analytics tools preferred.
Additional Skills & Competencies
Strategic thinking and portfolio management expertise.
Executive presence and communication skills.
Financial and business acumen.
Relationship building and stakeholder management.
Leadership and organizational development.
Influencing and change management.
Decision-making in complex and ambiguous environments.
Customer and franchisee-focused mindset.
Education Requirements
Bachelor’s degree in Business, Marketing, Hospitality, Finance, Strategy, or a related field, or an equivalent combination of education and work experience required.
MBA, Master’s degree in Strategy, Leadership, Hospitality, Business Administration, or related field or equivalent combination of education and work experience strongly preferred.
Relevant professional certifications may be considered in combination with experience.
Additional Requirements
Ability to travel up to 40% as business needs require.
Ability to model organizational values including collaboration, customer focus, integrity, inclusion, accountability, and performance excellence.

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

Senior Director, Extended Stay Brand Strategy

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