Brand Manager - Value Brands

Job Summary

The Value Brands Segment Brand Manager plays a pivotal role in shaping and energizing our value brands segment. This role is designed for a brand‑savvy, action‑oriented strategist who thrives on turning insights into impactful programs. You’ll help define and deliver brand initiatives that elevate guest experience, drive franchisee performance and operator confidence, and reinforce our brand promise across every touchpoint. This role partners with several cross‑functional teams and manages varying project work streams, from brand positioning refreshes to field‑facing toolkits, and serves as a key voice translating consumer and industry insights into brand strategies that drive long‑term growth.

• Serve as a brand champion and ambassador for brands within the Value Brands Segment.
• Monitor brand health metrics, program adoption, and industry trends; synthesize insights into actionable recommendations.
• Manage project timelines, deliverables, stakeholder alignment, and clear communications across internal teams (such as marketing, operations, design, and procurement) for a variety of initiatives.
• Support the development and execution of brand strategies that drive relevance, differentiation, and performance for the brands within the Value Brands Segment.
• Contribute to multi‑year planning and innovation strategy pipelines that support long‑term brand growth and performance.
• Engage with franchisees (through forums such as Owner Councils) to gather feedback, build alignment, and ensure brand initiatives are grounded in operational realities and franchisee needs.
• Develop compelling presentations that communicate brand strategies, project updates, and initiative outcomes to leadership, cross‑functional partners, and/or franchisees.
• Travel up to 20% of the time for field visits, owner engagement, industry or company events, or similar.

• At least 5-7 years of experience in brand management, corporate strategy, marketing strategy, or project management.
• Experience in hospitality, consumer brand industries, or franchisor businesses preferred.
• Proven ability to lead cross‑functional initiatives and influence without direct authority.

• Proficient in Microsoft Office Suite (Excel, PowerPoint, Word).
• Familiarity with project management tools or proven ability to learn new tools effectively.
• Experience with brand tracking platforms or consumer insights tools is a plus.
• Financial acumen with the ability to interpret performance metrics, analyze ROI, and connect brand initiatives to business outcomes.

• Strategic thinker with a bias for action and results.
• Strong communicator and collaborator across diverse teams.
• Detail‑oriented and results‑driven with project management and organizational skills.
• Comfortable navigating ambiguity and driving clarity.
• Passion for brand storytelling, guest experience, and owner success.
• Collaborative mindset and ability to foster productive relationships.
• Strong understanding of hospitality consumer insights, market dynamics, and competitive positioning.

• Bachelor’s degree in Marketing, Business, Hospitality, or related field.
• Advanced degree or certification in brand strategy, project management, or related discipline is a plus.

The salary range for this position is $98,000 - $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.

Candidates must reside in the Washington, D.C. metro area and commit to a hybrid work schedule consisting of…