layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

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

Senior Manager, Social Media Strategy & Marketing at Choice Hotels | LAYIQ

Enterprise Social Strategy Leadership
Develop the enterprise social media strategy, defining the role of each platform and how organic, creator, and paid social efforts work together
Translate business and marketing goals into integrated social and content strategies that drive measurable impact
Establish enterprise frameworks for messaging and success measurement
Assist in the development of long-term social strategy roadmaps, platform POVs, and capability evolution
Translate paid social objectives, audience strategies, and performance insights into social and creator content approaches, ensuring alignment between media investment and content development
Have a steadfast commitment to the KPI’s to grow engagement, build brands and drive demand.
Creator & Influencer Strategy
Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models
Oversee creator sourcing, briefing, and content direction in partnership with agencies and internal stakeholders
Serve as a strategic advisor to brand, loyalty, and segment teams on how to leverage creator marketing
Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships
Organic Content Strategy & Social Leadership
Set the strategic direction for organic social content across enterprise and brand channels
Define content testing and optimization frameworks to improve engagement and performance
Ensure integration between organic content, paid amplification, and broader campaign execution
Work cross-functionally with Brand, PR, and Loyalty teams to elevate social as a strategic marketing channel
Social Content Discoverability & GEO/AEO
Partner with SEO and content strategy teams to ensure social and creator content supports discoverability across search, generative AI, and emerging ecosystems
Collaborate with the Paid Media team on their social content within GEO (Generative Engine Optimization) strategies.
Work with the email marketing team to ensure a cohesive messaging and strategic lifecycle engagement between social media, email, and beyond
Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility
Determine signals that improve content performance beyond engagement with Analytics and SEO teams
Partner on enterprise initiatives such as LLM visibility and content discoverability
Cross-Functional Leadership & Enterprise Impact
Own social media plans with Paid Media, SEO, Analytics, PR, to ensure integrated strategy and execution
Serve as a subject matter expert, providing POVs and recommendations on social and creator strategy
Assist in driving relationships with key social platform partners (e.g., Meta, TikTok, Snap, Reddit, Pinterest), including joint business planning (JBPs), identifying strategic opportunities, and ensuring platform partnerships inform both content and media strategy
Align social strategy with broader marketing priorities and business objectives
Drive visibility and understanding of social strategy across stakeholders
Agency & Partner Leadership
Act as the lead for social and creator agency partners, setting expectations and performance standards
Ensure agency partners operate as extensions of the internal team
Manage external partnerships across influencer platforms and content vendors
Innovation & Capability Evolution
Stay ahead of platform capabilities, cultural trends, and technology shifts and translate them into actionable strategies
Lead test-and-learn initiatives across social platforms, creator models, and content formats
Identify opportunities to scale new capabilities that enhance engagement and discoverability
Team Leadership & Development
Build and lead a high-performing social strategy team
Coach and develop team members to drive increased autonomy and enterprise thinking
Foster a culture of innovation, curiosity, and continuous learning

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 Manager, Social Media Strategy & Marketing

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