Area Director, Franchise Performance (West Virginia)

Area Director, Franchise Performance for Core Brands

The Area Director, Franchise Performance for Core Brands is responsible for driving performance across a diverse portfolio of midscale and upper-midscale franchised hotels. Operating independently and in collaboration with the Regional Vice President, this role serves as a strategic advisor to hotel owners and above-property leaders, activating performance-driven strategies that improve profitability, revenue, guest experience, operational execution, and program adoption.

The Area Director provides consultative support and performance insights; develops solutions using internal and external data; partners with commercial and operational teams; and ensures execution of recommendations at the property level. This role requires strong relationship management, analytical decision-making, and the ability to influence stakeholders without direct authority.

NOTE:

Applicants must be currently based in or within close proximity to one of the following locations to be considered.

• Charleston, West Virginia
• Beckley, West Virginia
• Blacksburg, Virginia
• Martinsville, Virginia

• Performance Management & Strategic Advisory
• Conduct on-site and virtual consultations to drive hotel-level execution across financial performance, guest experience, operations, owner engagement, and brand standards.
• Serve as a trusted advisor to hotel owners, operators, and management companies, ensuring adoption of the midscale operating model and driving brand-aligned performance outcomes.
• Leverage performance dashboards, competitive intelligence, and analytical tools (e.g., CoSTAR, Medallia, Salesforce, Tableau) to identify opportunities and influence decision-making.
• Recommend and activate strategies that improve revenue, guest satisfaction, profitability, and cost efficiency at the property and portfolio levels.
• Ensure execution of recommendations through coaching, follow-up consultations, and consistent communication with property stakeholders.
• Performance Accountability & Program Activation
• Drive continuous improvement in revenue, profitability, and guest experience metrics.
• Collaborate with Revenue Management, Commercial Strategy, and other internal teams to align and deploy targeted strategies.
• Enhance hotel engagement with brand programs, revenue initiatives, and operational tools.
• Monitor competitive landscape and market trends to inform proactive performance strategies.
• Resource Utilization & Cross-Functional Partnership
• Identify operational challenges and connect hotels with specialized resources including ChoiceU, Centers of Excellence, Owner Relations, and Brand Operations.
• Facilitate adoption of best practices through internal resources and proprietary programs.
• Provide insights and trends to internal partners, contributing to portfolio-wide strategic planning.
• Communication & Relationship Management
• Cultivate strong relationships with franchisees and serve as their primary Choice Hotels contact for performance-related engagement.
• Maintain accurate documentation of consultations, action plans, and follow-up items within Choice's CRM.
• Provide regular performance feedback and market insights to the Regional Vice President.
• Generate consultation summaries and follow-up correspondence to owners, GMs, and management companies.
• Administrative Responsibilities
• Maintain timely and accurate business expense documentation.
• Support franchise sales growth when needed and participate in franchise association activities.
• Share competitive intelligence, emerging trends, and best practices with peers and corporate teams.

Education

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

Experience

• Minimum 15 years of progressive hotel operations experience with preference in midscale or upper-midscale segments.
• Minimum 10 years of hotel leadership experience, preferably with multi-unit or franchise performance responsibility.
• Demonstrated ability to drive performance outcomes through data-driven decision-making, analytics, and operational expertise.

Knowledge, Skills & Competencies

• Strong…