Brand Manager, Comfort

JOB SUMMARY:

Choice Hotels, one of the world’s largest lodging franchisors, is seeking a Brand Manager, Upper Midscale Brands to develop and execute holistic strategies for our flagship portfolio, including Comfort Inn & Suites and Country Inn & Suites. This individual contributor role will focus on driving unit growth, revenue, franchisee profitability, and enhancing guest experiences. The Brand Manager will define and position the brands within their segment and activate strategies across consumer touchpoints

KEY RESPONSIBILITIES:

Brand Strategy

• Develop and implement strategies that strengthen the franchisee, consumer, and developer value proposition for Comfort and Country Inn & Suites.

• Act as a cross-functional connector, integrating insights and business needs to deliver cohesive brand strategies.

• Create data-driven reports and compelling business cases for internal and external audiences.

• Continuously evaluate and refine the brand’s economic model to maintain competitive advantage.

• Collaborate with leadership and cross-functional teams to identify trends, optimize performance, and measure success.

• Champion distinctive guest experiences through brand hallmarks, amenities, and service touchpoints.

• Monitor market trends and competitive dynamics to recommend proactive strategies.

Project & Program Management

• Develop and oversee project plans with milestones, deliverables, and performance metrics.

• Monitor progress, identify process gaps, and communicate updates to stakeholders.

• Build strong relationships across the organization to drive collaboration and achieve objectives.

• Manage budgets for owner meetings, brand events, and Choice Hotels’ annual Convention.

Strategic Brand Champion

• Lead ongoing development and management of brand programs and standards.

• Represent Choice Hotels and the brands at industry events and conferences.

• Advocate for the brand during key engagements with franchisees and developers.

• Collaborate across segments to ensure consistency and efficiency within the Brand organization.

QUALIFICATIONS:

Education

• Bachelor’s degree in Marketing, Business Administration, Hospitality Management, or related field or equivalent combination of education and work experience.

Experience

• 5–7 years of progressive experience in brand management, marketing strategy, or hospitality operations.

• Experience in franchise or multi-unit business models strongly preferred.

• Proven ability to manage brand initiatives from concept to execution with measurable impact.

Technical Skills & Competencies

• Strong understanding of hospitality, consumer insights, and midscale market dynamics.

• Strategic thinking and analytical skills with ability to translate insights into actionable plans.

• Excellent project management and organizational skills; adept at managing multiple priorities.

• Exceptional communication and storytelling skills to influence diverse stakeholders.

• Collaborative mindset with ability to build strong internal and external relationships.

• Financial acumen for evaluating ROI, budgets, and performance metrics.

• High proficiency in Microsoft Office Suite; familiarity with data visualization and analytics tools a plus.

• Experience leveraging AI tools for efficiency and workload management.

SALARY RANGE:

The salary range for this position is $98,088 to $115,000 annually. In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).

The pay range listed is for this position and is what Choice Hotels reasonably expects to pay. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs.

WORK LOCATION:

This position is based at Choice Hotels’ Pike & Rose headquarters in North Bethesda, Maryland. The selected candidate must be able to commit to this location requirement and adhere to the company’s hybrid work schedule, which consists of four days onsite and one day remote per week.

NOTE:

This position is not eligible for relocation assistance or sponsorship.