Choice Hotels International is hiring: Senior Director, Strategic Communications

Overview

Senior Director, Strategic Communications & Public Relations – Choice Hotels, one of the world’s largest lodging franchisors, has an exciting opportunity in the Marketing department. The Senior Director will be a strategic and operational leader responsible for shaping and advancing the organization’s external communications and public relations with a focus on leveraging technology and artificial intelligence to drive transformation and innovation. This role includes providing leadership and strategy over key communications functions, overseeing a team of communications professionals, executing integrated communications strategies for diverse stakeholders (franchisees, media, consumers), and partnering with internal organizations to create awareness, support, and alignment around key initiatives. The role also drives 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 for our Senior Director, Strategic Communications and Public Relations role and #MakeItYourChoice.

Responsibilities

• Technology & AI-Driven Communications Transformation: Lead the evaluation, selection, and implementation of AI-powered tools (e.g., media monitoring, sentiment analysis, content optimization, audience targeting, crisis scenario simulation) to revolutionize PR and communications. Develop and implement a digital transformation roadmap with seamless technology integration and data flow across platforms and departments.
• Data-Driven Strategic Planning: Integrate data-driven insights to inform Choice’s master narrative and corporate communications plan. Use sentiment analysis and predictive analytics to understand audience perceptions, anticipate issues, and adjust messaging strategies accordingly.
• Media Relations and Event Opportunities: Work with executives to identify and coordinate external media and event opportunities, leveraging AI-powered tools for monitoring, journalist targeting, and personalized pitches to maximize impact.
• Franchisee Communications and Engagement: Evolve franchisee communications, utilizing AI tools to personalize and streamline communications.
• Relationship Building: Connect with stakeholders across the organization to inform strategy, planning, and brand alignment.
• Team Leadership: Build, lead, and develop a high-performing team, fostering continuous learning and adaptation to new technologies.
• Content Creation and Optimization: Guide development of high-quality materials (e.g., monthly franchisee e-newsletter, press releases, media advisories, pitches, op-eds, speeches, blog posts) with AI-supported generation, editing, and optimization.
• Measurement: Create and manage a measurement framework using AI-driven reporting to track KPIs and enable data-driven strategic adjustments.
• Judgment: Exercise sound judgment with confidential issues and communications; ensure secure and ethical use of AI tools.
• Relationship Management: Lead and manage agencies and relationships with reporters and outlets.
• Crisis Management: Use AI for real-time monitoring of brand mentions and sentiment shifts to enhance crisis response and mitigate reputational risks.
• Finance & Operations: Develop and maintain departmental budgets as directed by the CMO and in line with company policy; develop departmental policies and guidelines.
• Professional Engagement: Attend and staff industry conferences and events; travel as required for media events and meetings.

Qualifications & Skills

• Bachelor’s degree in communications, journalism, public relations, or related field.
• 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 organizations is a plus.
• Experience in strategic communications leveraging email marketing, public relations, and social media.
• Experience transforming communications functions through technology, including measurement programs and implementing generative AI for communications.
• Strong understanding of AI and its applications in PR and communications (media monitoring, content generation, audience analysis).
• Mentoring and staff development experience.
• Excellent written and verbal communication, time management, and organizational skills.
• Ability to manage multiple projects in a fast-paced environment; strong business acumen and awareness of current news and culture.
• Self-motivated, collaborative, and able to build relationships across levels and functions.
• Strategic thinking, planning, execution, analytical ability, emotional intelligence, judgment, adaptability, and change management.
• Strong client services mindset, problem solving, and ability to move work forward.
• Knowledge of Word, Excel, Outlook, and PowerPoint.
• Relationships with travel writers, hospitality trade press, and consumer media a plus.
• Commitment to Choice’s values.

Your Work Location

Based in Choice Hotels’ worldwide corporate headquarters in North Bethesda, MD (less than 15 miles from Washington, DC). Nearby transit options include the North Bethesda Metro station (Red Line) and MARC Brunswick line, with easy access to I-270 and free parking.

Salary Range

The salary range for this position is $184,629 to $216,939 annually. This role is eligible for an annual bonus under Choice’s Management Incentive Plan (MIP) and annual awards of Choice Hotels International common stock under the Long-Term Incentive Plan (LTI).

Benefits

• Competitive compensation and benefits, including medical, dental, and vision coverage
• Paid time off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance
• Retirement and health savings benefits
• 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, Choice offers a range of lodging options across segments. At Choice, we believe tomorrow will be better than today for associates, our company, and our franchisees. Our corporate offices are in North Bethesda, MD; Scottsdale, AZ; and other locations, with a focus on supporting franchise owners and empowering entrepreneurship.

Our corporate office locations:

• North Bethesda, MD – HQ located near Pike & Rose, close to the North Bethesda Metro.
• Scottsdale, AZ – Technology, eCommerce, and customer service hub.
• Minneapolis, MN – Select roles based here.
• Field/Remote – Some roles work from home with travel as needed.

Choice’s 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