About Choice Hotels

Choice Hotels International is a leading hospitality company powering a global network of over 7,000 hotels across 40+ countries. Iconic brands like Comfort Inn, Quality Inn, Radisson, Clarion, and Cambria Hotels deliver exceptional guest experiences for business and leisure travelers. As a franchise-focused innovator, Choice empowers property owners with cutting-edge tools, marketing support, and revenue strategies. Join a company committed to associate wellbeing, growth, and industry leadership in the $200B+ U.S. hotel market.

Role Overview

The Director, SMB and Local Markets at Choice Hotels owns a Center of Excellence (COE) dedicated to scaling small and medium business (SMB) sales programs. Reporting to senior leadership, you will drive double-digit revenue growth on a $60M base by building digital platforms, business intelligence tools, and outsourced sales capabilities for franchisees. This remote leadership role manages a team of 5-7 direct reports plus vendors, partnering across Marketing, Product, Engineering, and Analytics. Ideal for strategic operators with SMB expertise in travel or tech, offering P&L accountability and high-impact innovation in hospitality.

Key Impact Areas

• Design direct-to-market digital storefronts for seamless SMB bookings.
• Empower franchisees with prospecting tools like lead scoring and CRM workflows.
• Oversee remote sales teams for high-volume SMB outreach and conversions.

Key Responsibilities

Lead with a franchisee-centric mindset to transform how Choice Hotels captures SMB demand.

COE Leadership & Strategy

Establish vision, operating models, and roadmaps for the SMB & Local Markets COE. Define multi-year strategies targeting double-digit revenue growth, wallet share expansion, and franchisee sales effectiveness. Collaborate with Marketing, Distribution, and Advanced Analytics to identify opportunities and counter competitive threats. Coach and mentor 5-7 team members for operational excellence and career development.

Commercialization & Financial Accountability

Own P&L outcomes including revenue, unit economics, customer acquisition cost (CAC), conversion rates, retention, and margins. Develop monetization for franchisee tools. Build financial models with Finance, forecast scenarios, and present performance updates to executives with growth plans and risk mitigation.

Platform Development & Management

Drive design and iteration of digital storefronts integrating e-commerce, reservations, payments, and CRM. Partner with Product, Engineering, UX, and Distribution for agile feature releases. Create BI tools, lead lists, firmographic scoring, outreach templates, and CRM workflows to supercharge franchisee prospecting.

Outsourced Remote Sales Management

Select, onboard, and optimize remote sales vendors for SMB outreach. Define KPIs, SLAs, scripts, training, and QA. Ensure smooth handoffs to franchisees and operations for superior customer experiences.

Qualifications & Requirements

Seasoned leaders thrive here with proven SMB impact.

• 7+ years progressive experience in product, channel, or commercial leadership, ideally in travel/tech SMB segments.
• Track record managing outsourced/remote sales in franchise/multi-owner models.
• Technical prowess: e-commerce platforms, reservation systems, payment gateways, Salesforce CRM, Tableau/Power BI/SQL, marketing automation.
• Advanced Excel; strategic commercial judgment; data-driven execution.
• Stakeholder mastery: brief C-suite and franchise executives confidently.
• Project management for complex, cross-functional initiatives; 10-20% travel.
• Bachelor’s in business, marketing, sales, or related.

Benefits & Perks

Choice Hotels prioritizes your wellbeing with a flexible, competitive package.

• Compensation: $163,544 - $192,405 base + Management Incentive Plan (MIP) bonus.
• Health & Wellness: Medical, dental, vision coverage; health savings accounts.
• Time Off: PTO for holidays, vacation, personal, family, volunteer, sick, jury, bereavement, military, religious observance.
• Financial Security: Retirement plans, financial wellness benefits.
• Perks: Employee recognition, massive hotel discounts at Comfort Inn, Quality Inn, Radisson, and 7,000+ properties worldwide.

Career Growth

Accelerate your trajectory in a high-growth COE. Gain P&L ownership, cross-functional influence, and exposure to senior leaders. Choice invests in mentorship, training, and mobility across brands and functions. Alumni lead in hospitality tech, revenue management, and franchise operations.

Why Join Choice Hotels

Be the architect of SMB dominance at a $15B+ market cap innovator. Shape tools that drive real revenue for Comfort Inn, Quality Inn, Radisson franchisees. Enjoy remote flexibility, premium comp, and unparalleled hotel perks. Choice Hotels: Where hospitality meets bold innovation.

Role FAQs

Q: Is this role remote? Yes, #LI-REMOTE with 10-20% travel for franchise/vendor engagements.

Q: What revenue targets? Double-digit annual growth on ~$60M SMB base.

Q: Team size? 5-7 direct reports + vendor resources.

Q: Required experience? 7+ years SMB-focused leadership; travel/tech ideal.

Q: Tech stack? Salesforce, Tableau/Power BI, SQL, e-commerce/reservation systems.

Ready to scale SMB success? Apply now for Choice Hotels' Director, SMB and Local Markets.