Senior Director, International Commercial Performance & Brand Operations

JOB SUMMARY

The Senior Director, International Commercial Performance & Brand Operations leads multiple functions within the International division, overseeing the development and execution of commercial initiatives and brand operations across international markets. This role develops and implements international commercial priorities aligned with brand standards and franchise operations to strengthen brand consistency, enhance the guest experience, and drive revenue growth, increasing proprietary contribution to our international franchisees. The Senior Director works closely with regional leaders and departmental stakeholders to translate commercial strategies into market-relevant execution plans, with a decision-making horizon typically spanning 1–3 years. This leader supports strong collaboration between HQ commercial leadership and the international regions to drive commercial performance, identify growth opportunities, and strengthen brand positioning. The role manages the international commercial and brand operations team located in the US, with regional commercial leaders aligned through a dotted-line reporting structure.

The Senior Director collaborates with enterprise Commercial Services functions, Digital, Data and Technology, and regional leadership teams to align on departmental goals and translate them into locally relevant action plans.

RESPONSIBILITIES

International Commercial Performance

• Develop and implement commercial strategies across international markets, including sales, revenue management, distribution, and demand generation to drive topline growth and increase proprietary contribution to our international franchisees.
• Build and maintain alignment across regional and discipline teams to ensure consistent activation of commercial priorities.
• Serve as a key functional leader supporting international commercial performance at Headquarters.
• Partner with regional commercial leaders to align on priorities and execute initiatives that improve franchise performance.
• Translate departmental commercial frameworks into actionable strategies tailored for international regions, balancing consistency with local market dynamics.
• Identify and support strategic partnerships and distribution channels to advance international growth and customer acquisition.
• Contribute to the development of commercial systems, tools, and techniques required to support international growth.
• Execute strategies to enhance international brand presence and competitiveness across key markets.
• Support the acquisition and engagement of targeted customer segments through regionally tailored commercial and brand initiatives.
• Identify opportunities to improve franchise performance and scale best practices across the international portfolio.

Strategic Leadership & Brand Operations

• Provide leadership and direction to the teams managing brands in the international markets and support brand regionalization initiatives as needed.
• Manage the international brand operations strategy, ensuring consistent execution of brand standards across markets while allowing for meaningful local adaptation.
• Drive initiatives that strengthen brand differentiation, improve guest experience, and enhance franchisee value proposition across the portfolio.
• Partner with brand and regional leadership to evolve brand strategies and ensure alignment with international market needs.
• Serve as a key point of coordination between international regions and corporate teams, supporting alignment on priorities, programs, and execution.
• Foster cross-functional collaboration with brand teams, marketing, digital, technology, and operations teams to deliver integrated solutions that support international brand and commercial success.
• Support the rollout of global programs and ensure consistent execution across regions while addressing local market nuances.

Leadership & Talent Development

• Lead, coach, and develop a high-performing international team, including commercial leaders in a dotted-line reporting structure, fostering a culture of accountability, collaboration, and innovation.
• Responsible for critical team management decisions, including hiring, terminations, and promotions, and develop staffing strategies that align with team objectives and departmental direction.
• Build strong relationships across departments to foster collaboration and ensure alignment with shared priorities.
• Develop and implement annual team strategies and objectives in alignment with departmental leadership direction and approval.

QUALIFICATIONS

Employment Experience

• 8+ years of progressive leadership experience in strategy, consulting, brand operations, commercial strategy, franchise operations, or hospitality-related fields.
• Demonstrated experience leading or supporting multi-regional commercial or operational strategies with measurable business impact.
• Proven experience working in complex, matrixed organizations and coordinating across regions.
• Track record of developing and executing commercial strategies for global brands, with measurable impact on growth and market performance.

Skills & Competencies

• Strong understanding of global hospitality distribution, sales channels, and customer engagement strategies.
• Proficiency in Microsoft Office tools and familiarity with commercial or operational platforms.
• Strong leadership with the ability to translate departmental priorities into actionable regional plans.
• Effective stakeholder management and coordination skills across cultures and geographies.
• Proven ability to drive commercial performance with measurable impact on growth and market results.
• Ability to lead operational excellence initiatives and support continuous improvement efforts.
• Excellent communication skills with strong presence across departmental and cross-functional settings.

Additional Requirements

• Bachelor's degree in Business, Marketing, Hospitality, or related field required; MBA or advanced degree preferred.
• Ability to travel domestically and internationally 20–30% of the time.

SALARY RANGE

The salary range for this position is $188,076 to $221,266 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), as well as annual awards of Choice Hotels International common stock through Choice’s Long-Term Incentive Plan (LTI Plan).

Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few:

• Competitive compensation and benefits, including medical, dental, and vision coverage
• Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance
• Financial benefits for retirement and health savings
• Employee recognition programs
• Discounts at Choice hotels worldwide

About Choice

Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world. With 7,500 hotels in 45+ countries and territories, we offer a range of high-quality lodging options in the upper upscale, upper midscale, midscale, extended stay, and economy segments. We’re the hotel company for those who choose to bet on themselves — the striver, the dreamer, the entrepreneur — because that’s who we are, too.

At Choice, we are united by the simple belief that tomorrow will be even better than today — for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, Maryland, at our technology center in Scottsdale, Arizona, and through our associates around the globe, every voice is heard and every idea is listened to, no matter what area of the company they come from. We are united in supporting the entrepreneurial dreams of our thousands of franchise owners, which propels us forward — giving our work at Choice a purpose larger than our business.

Our corporate office locations:

North Bethesda, MD — Located at Pike & Rose, our worldwide headquarters is less than 15 miles from Washington, D.C., one block away from the North Bethesda Metro station, with easy access to I-495, complimentary parking, electronic charging stations, restaurants and retail.

Scottsdale, AZ — Located at the northwest corner of Loop 101, the Scottsdale office is home to our technology, eCommerce and customer service organizations, with easy access to complimentary parking, electronic charging stations, restaurants and retail.

Minneapolis, MN — Select roles are based in our Minneapolis office on Highway 394, near the intersection with Highway 100, only five minutes from downtown.

Field/Remote — Select roles designated as field/remote will require associates to work from a home office, connecting virtually with Choice team members and leadership on Zoom, with possible required travel depending on the role.  

Choice’s Cultural Values

Welcome and Respect Everyone | Be Bold | Be Quick | Listen | Be Curious | Show Integrity

Choice’s Leadership Principles

Act with Intention | Lead with Authenticity | Grow & Deliver