layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

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

Vice President, Digital Customer Experience at Choice Hotels | LAYIQ

Digital Customer Experience Strategy & Vision
Define and evolve a multi-year digital customer experience strategy aligned to enterprise growth, brand, marketing, loyalty, customer care, and commercial priorities.
Set the vision for the mobile app, mobile web, ChoiceHotels.com, and emerging digital experiences, ensuring each platform plays a clear role in the guest journey.
Establish a guest-centric experience vision that connects inspiration, discovery, shopping, booking, loyalty engagement, reservation management, customer support, and post-stay engagement.
Lead the strategy, management, and development of digital content, including hotel- and brand-specific content, to support inspiration, discovery, decision-making, booking, servicing, and post-stay engagement across the digital customer journey.
Translate customer insights, business objectives, and service pain points into clear digital priorities, experience outcomes, and product roadmap inputs.
Partner closely with Product Management, UX, and Engineering teams to translate the digital customer experience vision into product roadmaps, capabilities, priorities, experience requirements, and delivery plans.
Provide strategic direction for UX design and research to ensure guest experiences are compelling, on-brand, intuitive, accessible, and conversion-optimized.
Drive personalization strategies across the digital ecosystem by leveraging data, segmentation, behavioral insights, loyalty intelligence, and emerging AI capabilities.
Influence product teams through clear strategy, outcomes-based priorities, strong cross-functional alignment, and disciplined prioritization.
Commercial Performance, Engagement & Service Outcomes
Own digital performance outcomes across direct booking revenue, partner-driven revenue contribution, digital loyalty engagement, and customer experience effectiveness.
Maximize the return on marketing and digital investment by improving conversion, merchandising, personalization, self-service adoption, and digital funnel performance.
Partner with Marketing, Loyalty, Revenue Management, Distribution, Customer Care, Advanced Analytics and Finance to optimize channel mix, traffic acquisition quality, lifetime value, and service-resolution economics.
Establish and monitor KPIs for digital conversion, engagement, app and web performance, loyalty account servicing, issue resolution, customer satisfaction, and operational efficiency.
Measure the impact of digital content quality, completeness, merchandising, and relevance on conversion, engagement, direct channel performance, and customer satisfaction.
Customer Care, Service & Digital Servicing
Set the strategy for how digital channels help guests manage loyalty accounts, service reservations, resolve booking issues, address stay-related problems, and receive support across the customer lifecycle.
Partner with Customer Care, Operations, Loyalty, Brand, and Hotel-facing teams to identify recurring service needs and translate them into improved digital self-service, assisted-service, and escalation experiences.
Advance digital servicing capabilities that reduce friction for guests, improve resolution quality, and create more seamless handoffs between digital channels and care teams.
Champion customer listening, service recovery insights, and voice-of-customer feedback to identify experience gaps and prioritize improvements across app, web, mobile web, and care interactions.
Ensure digital content supports service and self-service needs by making hotel, brand, reservation, loyalty, and stay-related information clear, accurate, actionable, and easy for guests to find.
Organizational Leadership & Capability Building
Build and lead a high-performing digital customer experience organization with the capabilities required to deliver modern, service-aware digital experiences and shape product-led outcomes through cross-functional partnership.
Strengthen integration among marketing, product, UX, analytics, digital content, loyalty, and customer care teams to deliver cohesive, high-impact guest experiences.
Establish clear operating rhythms, decision rights, performance metrics, and accountability across the organization.
Develop talent and leadership capability in digital strategy, customer experience, product thinking, service design, analytics, and transformation leadership.
Cross-Functional Partnership
Partner closely with Marketing, Brand, Loyalty, Customer Care, Operations, Product, Engineering, Revenue Management, Distribution, and Finance leaders to align strategy, priorities, messaging, digital execution, and service outcomes.
Collaborate with Product and Engineering to ensure platform capabilities support marketing agility, customer servicing, loyalty engagement, innovation, and scalable digital operations.
Serve as a key member of the Marketing Leadership Team, shaping enterprise growth, guest engagement, customer care, and digital transformation strategies.
Influence senior stakeholders and cross-functional partners to align resources and accelerate delivery of the digital customer experience vision.
Digital Ecosystem, Platform Evolution & Innovation
Set the direction for the evolution of ChoiceHotels.com, the mobile app, mobile web, and other digital platforms to deliver seamless, omnichannel guest experiences.
Define how digital platforms enable real-time campaign execution, personalization, loyalty engagement, account servicing, reservation management, lifecycle communications, and scalable digital content delivery.
Guide innovation efforts, including the application of GenAI and automation to marketing, search, personalization, digital servicing, customer care, and problem resolution.
Ensure the digital ecosystem is designed to support both enterprise growth and customer experience excellence across the full guest journey.

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

Vice President, Digital Customer Experience

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