Senior Manager, Social Media Strategy & Marketing

Job Summary Choice Hotels International is seeking a Senior Manager, Social Media Strategy & Marketing to lead enterprise social strategy across platforms, creators, and content ecosystems. This role will help define how social media, influencer marketing, and organic content work together to tell meaningful stories about our brand(s) that drive relevance, engagement, and business impact. This person will guide the evolution of social media from a channel execution function into a fully integrated content and demand driver, ensuring alignment across brand, media, search, and emerging ecosystems.

The Senior Manager will establish the strategic foundation for how social content contributes to both including integration with SEO and generative AI-driven search environments. This role partners closely with internal stakeholders, external agencies, and cross-functional teams to strengthen key messages, RTB’s, and positioning for the brand(s), evaluating creators and content capabilities to drive that forward. They need to have knowledge and awareness of cultural trends and determining ways to amplify them through authentic brand-led storytelling and drive innovation across platforms.

Note:

This role is 4 days onsite in North Bethesda, MD and is not eligible for visa sponsorship now or in the future.

• Develop the enterprise social media strategy, defining the role of each platform and how organic, creator, and paid social efforts work together
• Translate business and marketing goals into integrated social and content strategies that drive measurable impact
• Establish enterprise frameworks for messaging and success measurement
• Assist in the development of long-term social strategy roadmaps, platform POVs, and capability evolution
• Translate paid social objectives, audience strategies, and performance insights into social and creator content approaches, ensuring alignment between media investment and content development
• Have a steadfast commitment to the KPI’s to grow engagement, build brands and drive demand.

• Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models
• Oversee creator sourcing, briefing, and content direction in partnership with agencies and internal stakeholders
• Serve as a strategic advisor to brand, loyalty, and segment teams on how to leverage creator marketing
• Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships

• Set the strategic direction for organic social content across enterprise and brand channels
• Define content testing and optimization frameworks to improve engagement and performance
• Ensure integration between organic content, paid amplification, and broader campaign execution
• Work cross-functionally with Brand, PR, and Loyalty teams to elevate social as a strategic marketing channel

• Partner with SEO and content strategy teams to ensure social and creator content supports discoverability across search, generative AI, and emerging ecosystems
• Collaborate with the Paid Media team on their social content within GEO (Generative Engine Optimization) strategies.
• Work with the email marketing team to ensure a cohesive messaging and strategic lifecycle engagement between social media, email, and beyond
• Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility
• Determine signals that improve content performance beyond engagement with Analytics and SEO teams
• Partner on enterprise initiatives such as LLM visibility and content discoverability

• Own…