Franchise Performance & Activation Director

The Hospitality Tribune; Maryland; On-site; USD 164,000 - 192,000; Full time

Benefits offered by this job

Medical, dental, and vision coverage

Paid time off

Retirement benefits & HSA

Employee recognition programs

Hotel discounts

Job summary

Choice Hotels International is seeking a Director, Franchise Performance & Activation within Core Performance to lead Area Managers and the HERO team, improving hotel performance and strengthening franchisee relationships across the Core portfolio.

The role aligns operational support, franchisee engagement, and commercial activation while partnering across the organization to connect hotels with resources and programs that drive performance.

Qualifications

• 7–10 years in hotel operations, franchise performance, owner relations, or hospitality leadership preferred.
• Experience leading people leaders or field-based teams is strongly preferred.
• Demonstrated ability to translate strategy into clear execution plans and field-level activation.
• Strong written and verbal communication with senior leaders and franchisees.

Responsibilities

• Lead, coach, and develop Area Managers and the HERO team to improve hotel performance and strengthen franchisee relationships.
• Identify performance trends and elevation of franchisee feedback; influence cross-functional priorities.
• Lead execution of Core Performance initiatives, brand programs, and service priorities.
• Drive field activation of commercial priorities with multiple departments.
• Provide updates on franchisee trends, operational challenges, and program activation.

Skills

Team Leadership

Franchise Relations

Hotel Operations

Data Analysis

Cross-functional Collaboration

Communication

Education

Bachelor’s degree preferred

Tools

Microsoft Office

Choice systems

Brand programs

Hotel performance platforms

Job description

Choice Hotels International is seeking a Director, Franchise Performance & Activation within Core Performance to lead Area Managers and the HERO team, improving hotel performance and strengthening franchisee relationships across the Core portfolio.

The role aligns operational support, franchisee engagement, and commercial activation while partnering across the organization to connect hotels with resources and programs that drive performance.