layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

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

LAYIQ - Senior Director, International Commercial Performance & Brand Operations at Choice Hotels

International Commercial Performance
Develop and implement commercial strategies across international markets, including sales, revenue management, distribution, and demand generation to drive topline growth and increase proprietary contribution to our international franchisees.
Build and maintain alignment across regional and discipline teams to ensure consistent activation of commercial priorities.
Serve as a key functional leader supporting international commercial performance at Headquarters.
Partner with regional commercial leaders to align on priorities and execute initiatives that improve franchise performance.
Translate departmental commercial frameworks into actionable strategies tailored for international regions, balancing consistency with local market dynamics.
Identify and support strategic partnerships and distribution channels to advance international growth and customer acquisition.
Contribute to the development of commercial systems, tools, and techniques required to support international growth.
Execute strategies to enhance international brand presence and competitiveness across key markets.
Support the acquisition and engagement of targeted customer segments through regionally tailored commercial and brand initiatives.
Identify opportunities to improve franchise performance and scale best practices across the international portfolio.
Strategic Leadership & Brand Operations
Provide leadership and direction to the teams managing brands in the international markets and support brand regionalization initiatives as needed.
Manage the international brand operations strategy, ensuring consistent execution of brand standards across markets while allowing for meaningful local adaptation.
Drive initiatives that strengthen brand differentiation, improve guest experience, and enhance franchisee value proposition across the portfolio.
Partner with brand and regional leadership to evolve brand strategies and ensure alignment with international market needs.
Serve as a key point of coordination between international regions and corporate teams, supporting alignment on priorities, programs, and execution.
Foster cross-functional collaboration with brand teams, marketing, digital, technology, and operations teams to deliver integrated solutions that support international brand and commercial success.
Support the rollout of global programs and ensure consistent execution across regions while addressing local market nuances.
Leadership & Talent Development
Lead, coach, and develop a high-performing international team, including commercial leaders in a dotted-line reporting structure, fostering a culture of accountability, collaboration, and innovation.
Responsible for critical team management decisions, including hiring, terminations, and promotions, and develop staffing strategies that align with team objectives and departmental direction.
Build strong relationships across departments to foster collaboration and ensure alignment with shared priorities.
Develop and implement annual team strategies and objectives in alignment with departmental leadership direction and approval.

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, International Commercial Performance & Brand Operations

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