Who are we looking for?

The Director, Loyalty Marketing Communications is a key leader of the Marketing and Communications team who specializes in our loyalty program and Customer Data Platform (CDP) technology. This role leverages customer data to create personalized email campaigns that drive engagement, increase program participation, and maximizes member lifetime value. In partnership with the Vice President of Brand Marketing and Creative, determines ‘when’ and ‘how’ Loyalty Marketing communicates with members and other audiences to increase business from past stayers in alignment with Choice Privileges’ business goals and Choice Hotels’ overarching corporate strategy.

Are you a seasoned communication professional with a strong track record of developing successful data-driven marketing communication strategy? We invite you to apply today for our Director, Loyalty Marketing Communications is role today and #MakeItYourChoice.

Your Responsibilities

Program Management:

• Designs and executes data-driven email marketing strategies using platform insights to segment and target loyalty program members across their lifecycle.

• Develops and optimizes automated email journeys and trigger-based communications using CDP points to enhance member engagement and retention.

• Creates personalized content strategies based on member behavior, preferences, and program tier status.

• Leads the development and execution of a dynamic channel marketing strategy, including specific objectives, implementation strategies and associated metrics to measure success.

• Analyzes campaign performance metrics and data to optimize email strategies and improve program ROI.

• Serves as a lead in partnership with the email operations team for Choice Hotels’ customer communications in owned channels , creating documentation and email direction, training and creation for campaigns and routine communications.

• Manages ESP platform and over-arching centralized loyalty marketing strategy and execution. Oversee the execution of HTML email builds to support ongoing calendar and team.

• Support overarching MarTech strategy and use case activation while developing and maintaining ongoing test and learn roadmap for campaigns.

• Support International marketing teams with email strategy, campaign approvals, brand guidance and translation facilitation.

• Oversee and strategically govern robust segmentation platform and visual customer journey through campaigns.

• Provides strategic leadership for marketing channels/customer touchpoints (email, web, phone and on-property) to contribute to program growth.

• Ensures a strong customer/guest centric viewpoint. Employs industry best practices in marketing communications, shows continuous improvement and innovation across all channels.

• Develops and champions “test & learn” strategies to promote continuous improvements and innovation and to promote successful learning and insight.

Loyalty/Platform Partners & Brand Email Marketing:

• Identifies purposeful loyalty messaging that establishes lifetime value from members and effectively sequence those messages through different marketing channels (direct, e-mail, digital, social, on-property & tele channels). Ensures that all communication is on message and customers are not overwhelmed (contact frequency and cadence).

• Support single brand Email Marketing in strategy oversight and project management for monthly campaigns as needed.

• Manages CP Communications budget, forecasting, tracking and invoicing.

• Collaborates with Advanced Analytics to understand metrics to make recommendations regarding the effectiveness and prioritization of messages and member touchpoints. Utilizes metrics from various attitudinal and behavioral data sources. Ensures appropriate targeted segmentation of members to determine groups of high incremental revenue yield and improve engagement.

Manages Team:

• Hires, retains and continually develops diverse, high caliber talent who can contribute positively to the organization.

• Develops clear and measurable goals for direct reports and ensures strong collaboration with cross-functional teams to ensure consistent omnichannel loyalty messages and experiences.

• Motivates associates and utilizes Choice Hotels’ engagement results to measure effectiveness; collaborates with direct reports on their professional growth and development.

Your Experience, Skills & Competencies

• A minimum of 6-10 years’ experience in customer relationship marketing, demonstrating progressive career growth and a pattern of strong performance. Previous experience with loyalty programs or customer relationship management is desired.

• Bachelor’s Degree in Marketing, or related field, or equivalent combination of education and experience. Advanced degree is desired.

• Proficiency in CDP data modeling and audience segmentation.

• Strong track record of success in developing successful data-driven marketing communication strategy and driving execution and business results.

• Broad based business acumen: demonstrated ability to collaborate with business teams and manage multiple projects across organizational lines.

• Ability to influence and gain buy-in from key stakeholders.

• Proven leadership capability and ability to lead and manage organizational change.

• Strong analytical skills with ability to translate data insights into actionable strategies.

• Detail-oriented with strong quality control skills.

• Excellent communication and presentation skills.

• Excellent interpersonal skills and demeanor.

• Proficient in the use of MS Office applications such as Outlook, Word, PowerPoint and Excel.

Your Work Location

As our Director, Loyalty Marketing Communications is you will be based in our beautiful, state-of-the-art worldwide corporate headquarters in North Bethesda, MD. Less than 15 miles from Washington, DC, we’re located one block away from the North Bethesda Metro station, with service on the Red Line and the MARC Brunswick line, easy access to I-270, and plenty of free parking provided by Choice Hotels.

Salary Range

The salary range for this position is $139,000 to $165,000 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.

Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few:

• Competitive compensation and benefits, including medical, dental, and vision coverage

• Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance

• Financial benefits for retirement and health savings

• 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 nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories, with a range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay, and economy segments. We’re the hotel company for those who choose to bet on themselves – the underdog, 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, MD and St. Louis Park, MN as well as our technology center in Scottsdale, AZ, 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 more than 18,000 franchise owners, which propels us forward – giving our work at Choice a purpose larger than our business.

* PLEASE NOTE: This role is not eligible for sponsorship *

Ability to model Choice’s Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.