Area Director, Franchise ; South Carolina & Western North Carolina

Job Summary

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.

NOTE:

Applicants must be currently based in or within close proximity to one of the following locations:
Asheville, North Carolina;
Greenville, South Carolina;
Columbia, South Carolina;
Augusta, Georgia.

• 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 and recommend improvement strategies; leverage dashboards, competitive intelligence, and analytical tools (CoSTAR, Medallia, Salesforce, Tableau) to identify opportunities; activate strategies; ensure execution through coaching, follow‑up, and communication.
• Performance Accountability & Program Activation:
  Drive continuous improvement in revenue, profitability, and guest experience metrics; collaborate with Revenue Management, Commercial Strategy, and other internal teams; enhance hotel engagement with brand programs, revenue initiatives, and operational tools; monitor competitive landscape and market trends.
• Resource Utilization & Cross‑Functional Partnership:
  Identify operational challenges and connect hotels with specialized resources such as ChoiceU, Centers of Excellence, Owner Relations, and Brand Operations; facilitate adoption of best practices and contribute insights for portfolio‑wide strategic planning.
• Communication & Relationship Management:
  Cultivate strong relationships with franchisees, serve as 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, market insights, and generate summaries for owners, GMs, and management companies.
• Administrative Responsibilities:
  Maintain timely and accurate business expense documentation; support franchise sales growth when needed; 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 (MBA preferred).
• 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.
• Knowledge, Skills &
  
  Competencies:
  
  Strong analytical, forecasting, and budget management skills; high autonomy and ability to manage complex issues; excellent relationship management, communication, and consultative skills; ability to navigate ambiguity and adapt strategies; proficiency in Microsoft Office and performance measurement tools (CoSTAR, Medallia, Tableau, Salesforce); strong project coordination, time management, and prioritization skills.
• Proficiency:
  Ability to manage ambiguity combined with data‑supported decision making; experience with hotel budget management and GOP analysis; flexibility and change management; proven track record in analytics and driving hotel performance; exceptional training, consulting, and persuasive communication skills.

• Approximately 70% travel required within assigned region.
• Participation in conferences, special projects, and other organizational initiatives as needed.

Salary Range: $99,919 to $117,000 annually, with eligibility for an annual bonus under Choice’s Management Incentive Plan (MIP).