Director, Franchise Performance & Activation

Choice Hotels International; United States; Remote; USD 164,000 - 192,000; Full time

Benefits offered by this job

Competitive compensation & benefits

Discounts at Choice hotels worldwide

Paid leave and holidays

Retirement and wellness programs

Job summary

Choice Hotels International is seeking a Director, Franchise Performance & Activation, Core Performance to lead Area Managers and the HERO team in improving hotel performance and franchisee engagement. You will align operational support with commercial priorities and drive activation of brand programs across the Core portfolio.

The role emphasizes leadership, cross-functional collaboration, and the ability to translate enterprise priorities into field actions while partnering with senior leaders

Qualifications

• 7–10 years in hotel operations, franchise performance, or hospitality leadership preferred.
• Experience leading people leaders or field-based teams is highly desired.
• Proven ability to coach, build accountability, and develop talent.
• Strong grasp of hotel operations, franchisee support, and commercial drivers.

Responsibilities

• Lead, coach, and develop Area Managers and HERO team to improve hotel performance and relationships.
• Set priorities and expectations to align execution with Core Performance goals.
• Provide performance feedback and development support to direct reports.
• Ensure HERO Manager leads the HERO team to address franchisee needs and program activation.
• Coordinate resources to focus on high-impact hotels and franchisees.
• Foster a collaborative, accountable culture aligned with Choice values.

Skills

Cross-functional collaboration

Analytical thinking

Strategic execution

Communication with senior leaders

Change management

Multi-priority management

Education

Bachelor’s degree preferred, or equivalent

Tools

Microsoft Office Suite

Choice systems & brand tools

Job description

Choice Hotels International is seeking a Director, Franchise Performance & Activation, Core Performance to lead Area Managers and the HERO team in improving hotel performance and franchisee engagement. You will align operational support with commercial priorities and drive activation of brand programs across the Core portfolio.

The role emphasizes leadership, cross-functional collaboration, and the ability to translate enterprise priorities into field actions while partnering with senior leaders