VP, Upscale Brand Management

JOB SUMMARY

The Vice President, Upscale Brand Management is responsible for the strategy, health, performance, and growth of Choice Hotels’ seven-brand Upscale portfolio. This leader has accountability for key commercial, growth, financial, and guest experience outcomes and develops long-term portfolio and individual brand strategies that support enterprise objectives and five-year growth goals. The Vice President leads through a highly matrixed organization, partnering across commercial, marketing, development, operations, loyalty, technology, and franchise services while building strong relationships with current and prospective owners. The role serves as a visible champion for the Upscale portfolio, strengthening brand value propositions, driving hotel performance, expanding the portfolio, and attracting and retaining owners and operators. The position is based in Pike & Rose and requires travel as business needs dictate.

RESPONSIBILITIES

Brand Strategy, Performance and Growth

• •Own the long-term strategy and performance of the Upscale brand portfolio, aligning brand priorities, investment decisions, and growth plans with corporate objectives and five-year targets.
• •Establish clear strategic direction for the Upscale segment and individual brands, identifying opportunities to strengthen competitive positioning, owner value, guest experience, and long-term growth.
• •Maintain competitive franchisee, consumer, and developer value propositions, focusing on brand segmentation, guest satisfaction, unit growth, central reservation system contribution, RevPAR performance, total cost of ownership, and net operating income.
• •Monitor portfolio performance, competitive dynamics, consumer trends, owner economics, and broader industry developments to identify opportunities and make strategic adjustments.
• •Establish performance expectations and use financial, commercial, operational, and brand-compliance metrics to evaluate initiative effectiveness and direct changes when needed.
• •Partner with Marketing and Commercial teams to develop and execute integrated brand, commercial, and marketing strategies.
• •Define and scale a segment-level strategy to attract prospective owners and operators and support portfolio growth.
• •Partner with Franchise Development, Openings, Commercial, Loyalty, Global Sales, and Portfolio Optimization to support hotel ramp-up, performance, and net room growth goals.
• •Represent Choice Hotels and the Upscale brands with current and prospective franchisees, at industry events, franchise advisory forums, development discussions, conventions, and appropriate media opportunities.
• •Serve as a strategic brand champion, clearly communicating the positioning, value proposition, priorities, and growth opportunities of the Upscale portfolio.

Organizational and Enterprise Leadership

• •Develop compelling, data-supported business cases for significant brand initiatives and build internal and external support for implementation.
• •Lead execution of multi-year strategic brand plans through partnership across Franchise Development, Marketing and Distribution, Loyalty, E-commerce, Technology, Brand Compliance, Training, Owner and Portfolio Management, Franchise Services, and other functions.
• •Set a clear strategic vision and translate long-term objectives into actionable priorities, resource decisions, and measurable outcomes.
• •Build collaborative relationships across functions to solve complex business issues and advance shared enterprise objectives.
• •Partner directly with franchisees on strategic brand initiatives and provide the insight and support needed for successful operational implementation.
• •Create scalable learning and engagement opportunities that strengthen owner knowledge and execution.
• •Promote organizational agility by establishing clear priorities, responding effectively to evolving business conditions, and communicating strategic changes and their implications.
• •Exercise sound business judgment in complex and ambiguous situations, balancing brand, owner, guest, growth, and financial considerations.

People and Talent Leadership

• •Build, lead, develop, and engage a high-performing team capable of delivering the strategic priorities of the Upscale portfolio.
• •Establish clear goals and accountability, ensuring the team achieves or exceeds business and departmental objectives.
• •Develop internal and external talent pipelines and maintain meaningful succession plans for critical positions.
• •Coach and develop leaders and team members to strengthen capabilities, increase organizational effectiveness, and prepare talent for expanded responsibilities.
• •Foster a growth mindset and culture of agility, accountability, collaboration, inclusion, innovation, and continuous improvement.
• •Engage with relevant industry associations and external networks to strengthen Choice Hotels’ position as an employer of choice.
• •Inspire and mobilize teams, matrixed partners, owners, and other stakeholders around a common vision and shared business objectives.
• •Model a strong sense of urgency, thoughtful risk-taking, and consistent focus on measurable business results.

QUALIFICATIONS

Employment Experience

• •Minimum of 10 years of progressively responsible operational experience with a major hotel group and/or hotel management company, including on-property General Manager and above-property leadership experience.
• •Minimum of 5 years of upscale hotel management and operational experience.
• •Demonstrated success developing and implementing strategies that drive business change, growth, and improved profitability.
• •Experience with P&L accountability for a multi-unit portfolio.
• •Demonstrated experience developing, implementing, and measuring business processes and strategic initiatives.
• •Significant experience leading and influencing in a complex, matrixed organization, including collaboration with senior leaders and external stakeholders.
• •Demonstrated ability to lead and develop teams, build succession pipelines, and drive organizational performance.

Technical Skills

• •Advanced financial and analytical skills, including budgeting, forecasting, portfolio performance analysis, and data-supported decision-making.
• •Ability to interpret commercial, operational, guest experience, brand compliance, and financial performance measures and translate insights into strategic action.
• •Strong working knowledge of hotel operations, brand strategy, franchise business models, owner economics, and portfolio performance.
• •Ability to effectively apply technology and business tools to analysis, communication, and decision - making.
• •Proficiency with Microsoft Word, Excel, PowerPoint, and Outlook.

Additional Skills & Competencies

• •Strategic Leadership: Ability to establish a compelling long-term vision and translate strategy into measurable priorities and results.
• •Business and Financial Acumen: Strong understanding of business drivers and the ability to balance owner economics, brand performance, growth, guest outcomes, and profitability.
• •Influence and Collaboration: Exceptional ability to establish credibility, build relationships, and influence across organizational boundaries and external stakeholder groups.
• •Executive Communication: Excellent written, verbal, and presentation skills, with the ability to communicate effectively with executives, associates, franchisees, prospective owners, industry audiences, and other stakeholders.
• •Agility and Results Orientation: Ability to navigate ambiguity, adapt priorities as conditions change, take thoughtful risks, and maintain accountability for outcomes.

Education Requirements

• •Bachelor’s degree in Hotel Management, Business Management, or a related field or an equivalent combination of education and relevant work experience.
• •Master’s or postgraduate degree preferred.

SALARY RANGE

The salary range for this position is $250,000 to $300,000 annually. In addition to the annual salary, this role