Senior Manager, Social Media Strategy & Marketing

**Job Summary**

Choice Hotels International is seeking a **Senior Manager, Social Media Strategy & Marketing** to lead enterprise social strategy across platforms, creators, and content ecosystems. This role defines how social media, influencer marketing, and organic content work together to tell meaningful brand stories that drive relevance, engagement, and business impact. The position evolves social from a channel‑execution function into a fully integrated content and demand driver, ensuring alignment across brand, media, search, and emerging ecosystems.

The Senior Manager establishes the strategic foundation for how social content contributes to discoverability, including integration with SEO and generative‑AI search environments. This role partners closely with internal stakeholders, external agencies, and cross‑functional teams to strengthen key messages, RTBs, and brand positioning. The ideal candidate understands cultural trends and identifies opportunities to amplify them through authentic brand‑led storytelling.

**Note:** This role is **4 days onsite in North Bethesda, MD** and is **not eligible for visa sponsorship** now or in the future.

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### **Responsibilities**

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### **Enterprise Social Strategy Leadership**

– Develop the enterprise social media strategy, defining the role of each platform and how organic, creator, and paid social efforts work together.
– Translate business and marketing goals into integrated social and content strategies that drive measurable impact.
– Establish enterprise frameworks for messaging and success measurement.
– Assist in developing long‑term social strategy roadmaps, platform POVs, and capability evolution.
– Translate paid social objectives, audience strategies, and performance insights into social and creator content approaches.
– Maintain a steadfast commitment to KPIs that grow engagement, build brands, and drive demand.

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### **Creator & Influencer Strategy**

– Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models.
– Oversee creator sourcing, briefing, and content direction with agencies and internal partners.
– Serve as a strategic advisor to brand, loyalty, and segment teams on creator marketing.
– Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships.

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### **Organic Content Strategy & Social Leadership**

– Set strategic direction for organic social content across enterprise and brand channels.
– Define content testing and optimization frameworks to improve engagement and performance.
– Ensure integration between organic content, paid amplification, and broader campaign execution.
– Partner with Brand, PR, and Loyalty teams to elevate social as a strategic marketing channel.

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### **Social Content Discoverability & GEO/AEO**

– Partner with SEO and content strategy teams to ensure social and creator content supports discoverability across search, generative AI, and emerging ecosystems.
– Collaborate with Paid Media on GEO (Generative Engine Optimization) content strategies.
– Work with email marketing to ensure cohesive messaging and lifecycle engagement across channels.
– Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility.
– Determine signals that improve content performance beyond engagement, partnering with Analytics and SEO teams.
– Support enterprise initiatives such as LLM visibility and content discoverability.

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### **Cross‑Functional Leadership & Enterprise Impact**

– Own social media plans with Paid Media, SEO, Analytics, and PR to ensure integrated strategy and execution.
– Serve as a subject matter expert, providing POVs and recommendations on social and creator strategy.
– Support relationships with key social platform partners (Meta, TikTok, Snap, Reddit, Pinterest), including JBPs and strategic opportunities.
– Align social strategy with broader marketing priorities and business objectives.
– Drive visibility and understanding of social strategy across stakeholders.

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### **Agency & Partner Leadership**

– Act as the lead for social and creator agency partners, setting expectations and performance standards.
– Ensure agency partners operate as extensions of the internal team.
– Manage external partnerships across influencer platforms and content vendors.

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### **Innovation & Capability Evolution**

– Stay ahead of platform capabilities, cultural trends, and technology shifts and translate them into actionable strategies.
– Lead test‑and‑learn initiatives across social platforms, creator models, and content formats.
– Identify opportunities to scale new capabilities that enhance engagement and discoverability.

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### **Team Leadership & Development**

– Build and lead a high‑performing social strategy team.
– Coach and develop team members to increase autonomy and enterprise thinking.
– Foster a culture of innovation, curiosity, and continuous learning.

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### **Qualifications**

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### **Employment Experience**

– 7–10 years of experience in social media, digital marketing, content strategy, or related fields.
– 3+ years of management experience with direct reports and cross‑functional initiatives.

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### **Technical & Functional Expertise**

– Deep expertise across major social platforms (Meta, TikTok, Pinterest, Reddit, Snap, YouTube, etc.) and awareness of emerging platforms and trends.
– Strong understanding of creator and influencer marketing models.
– Experience integrating social strategy with paid/organic social, brand marketing, and SEO.
– Familiarity with content discoverability and AI‑driven ecosystems preferred.
– Understanding of performance metrics and testing frameworks.

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### **Leadership & Business Competencies**

– Proven ability to lead cross‑functional initiatives with enterprise impact.
– Strong strategic thinking and problem‑solving skills.
– Strong communication and stakeholder management skills.
– Strong collaboration and ability to influence.

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### **Education**

Bachelor’s degree required; advanced degree preferred.

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### **Salary Range**

**$123,663.00 – $145,486.00**
This role is also eligible for an annual bonus under Choice’s Management Incentive Plan (MIP).

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### **Benefits**

Choice prioritizes associate wellbeing through a comprehensive, competitive, and flexible benefits program, including:

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

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### **About Choice**

Choice Hotels International, Inc. (NYSE: CHH) is one of the world’s largest lodging franchisors, with **7,500 hotels in 45+ countries and territories**. The company supports strivers, dreamers, and entrepreneurs — reflecting its own culture of innovation and ambition.

Choice operates from:

– **North Bethesda, MD** — Worldwide headquarters at Pike & Rose
– **Scottsdale, AZ** — Technology, eCommerce, and customer service hub
– **Minneapolis, MN** — Select roles based near Highway 394
– **Field/Remote** — Select roles requiring home‑office work and virtual collaboration

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### **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

Apply here