Paid Social Manager

Job Summary The Paid Social Manager defines and evolves how paid social media is leveraged across Choice Hotels. This is an individual contributor role within Paid Media Labs, serving as the organization’s hub for channel expertise, innovation, and thought leadership in paid social. This role is responsible for helping evolve how Choice approaches platforms/partners such as Meta, Tik Tok, Reddit, Snapchat and other social media partners, developing best practices, identifying partner innovation opportunities, and enabling teams to execute at a high level.

This position focuses on defining the “how” and “why” of paid social, ensuring teams are equipped with the right frameworks, partner strategies, and forward-looking POVs to drive both immediate performance and long-term capability building.
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This role is 4 days onsite in North Bethesda, MD and is not eligible for visa sponsorship now or in the future**

• Serve as the in-house SME for Paid Social across platforms (Meta, Tik Tok, Reddit, Pinterest, and emerging social channels).
• Recommend and help evolve how Choice Hotels leverages Paid Social across brands, segments, and media programs to drive business outcomes.
• Develop and maintain forward-looking and backward-looking POVs on:
  • Audience targeting, segmentation, and prospecting vs. retargeting approaches
  • Platform capabilities, automation, privacy changes, and emerging industry trends
• Collaborate with Creative team on Creative best practices for Paid Social (e.g., video, short-form, and AI-enabled creative).
• Translate competitive intelligence, platform developments, and industry trends into actionable recommendations that inform channel strategy, planning, and investment decisions.
• Build strong partnerships with social platforms and agency partners to identify innovation opportunities, benchmark performance, and stay ahead of emerging trends.
• Serve as a key liaison with the agency Social Media COE to ensure alignment on best practices, testing priorities, and innovation opportunities.

• Partner with Paid Media Planning & Activation teams to guide and influence paid social strategies; provide input into annual channel strategy and quarterly media plans.
• Provide frameworks, best practices, and recommendations that support campaign approach and investment decisions.
• Ensure campaigns reflect best-in-class paid social practices without direct ownership of execution.
• Identify gaps, inconsistencies, or missed opportunities and recommend improvements.

• Build and maintain relationships with key social platforms (Meta, Tik Tok, Reddit, Pinterest, and others).
• Partner with key social platform partners on JPBs focused on:
  • Innovation roadmaps
  • Beta and early access opportunities
  • Partner accountability and value creation
  • Best-in-class capability adoption
  • Ensure platform partners contribute to long‑term capability building and not just campaign delivery.

• Build repeatable playbooks, templates, and frameworks that improve the consistency, quality, and scalability of the team’s work over time.
• Share what’s working across platforms, bring fresh insights to the table, and collaborate to keep social strategy and content ahead of the curve.
• Contribute to scalable systems and operating improvements that allow the team to focus more energy on higher‑impact work.
• Drive adoption of best practices and elevate overall team capability through enablement and knowledge sharing.

• Lead paid social testing and learning initiatives (e.g., creative testing, incrementality testing, audience frameworks, platform capabilities).
• Partner with AAT to ensure paid social is accurately represented in measurement approaches.
• Translate platform trends and performance signals into actionable insights and strategic recommendations.
• Surface new opportunities for growth across formats, audiences, and partners.

• Education and Experience
  • Bachelor's degree in Marketing, Advertising, Communications, or equivalent related experience.
  • 3-5 years of experience in paid social or social media…