Director of Marketing, Social Media & Influencer

Job Summary
Choice Hotels International is seeking a Director, Social Media & Influencer to lead enterprise social strategy across platforms, creators, and content ecosystems. This is a high-impact leadership role responsible for defining how social media, influencer marketing, and organic content work together to drive brand relevance, engagement, and business impact.

This role plays a critical role in evolving social from a channel execution function into a fully integrated content and demand driver, ensuring alignment across brand, media, search, and emerging discovery ecosystems. The Director will establish the strategic foundation for how social content contributes to both cultural relevance and discoverability, including integration with SEO and generative AI-driven search environments. This role works in close partnership with Brand Marketing (as well as segment marketing) to ensure all social, creator, and influencer strategies align with enterprise brand positioning, voice, tone, and campaign priorities. The Director will ensure social creative and storytelling frameworks reinforce enterprise brand standards while adapting effectively for platform-native engagement.

As the enterprise lead for social strategy, this role partners closely with internal stakeholders, external agencies, and cross-functional teams to define best practices, scale creator and content capabilities, and drive innovation across platforms.

Responsibilities
Enterprise Social Strategy Leadership

• Own and evolve 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 mix (brand, creator, promotional, performance, organic) and success measurement

• Lead development of 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, ensuring alignment between media investment and content development

• Partner closely with Brand Marketing to translate enterprise brand strategy, messaging, and creative direction into platform-native social and creator content approaches

• Ensure social content and creator partnerships maintain consistency with enterprise brand voice, tone, visual identity, and campaign priorities

Creator & Influencer Strategy

• Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models

• Oversee creator sourcing, briefing, and content direction in partnership with agencies and internal stakeholders

• Serve as a strategic advisor to brand and segment teams on how to leverage creator marketing

• Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships

Organic Content Strategy & Social Leadership

• Set the strategic direction for organic social content across enterprise and brand channels in alignment with enterprise brand strategy and campaign objectives

• Collaborate with Brand Marketing and Creative teams to ensure social creative is consistent with enterprise messaging, visual standards, and storytelling priorities while optimized for platform performance

• 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

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

• Define and operationalize the role of social content within GEO (Generative Engine Optimization) strategies

• Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility

• Collaborate with Analytics and SEO teams to identify signals that improve content performance beyond engagement

• Lead integration of social content into enterprise initiatives such as LLM visibility and content discoverability

Cross-Functional Leadership & Enterprise Impact

• Partner with Brand Marketing, Creative, Paid Media, SEO, Analytics, PR, and Technology teams to ensure social and creator strategies support all campaign priorities, brand standards and customer experience.

• Serve as a subject matter expert, providing POVs and recommendations on social and creator strategy

• Own senior relationships with key social platform partners (e.g., Meta, TikTok, Snap, Reddit, Pinterest), leading joint business planning (JBPs), identifying strategic opportunities, and ensuring platform partnerships inform both content and media strategy

• Align social strategy with broader marketing priorities and business objectives

• Drive visibility and understanding of social strategy across stakeholders

Agency & Partner Leadership

• Act as senior 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

Innovation & Capability Evolution

• Stay ahead of platform, cultural, 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

Team Leadership & Development

• Build and lead a high-performing social strategy team

• Coach and develop team members to drive increased autonomy and enterprise thinking

• Foster a culture of innovation, curiosity, and continuous learning

Qualifications
Employment Experience

• 10+ years of experience in social media, digital marketing, content strategy, or related fields

• 5+ years of leadership experience managing teams and cross-functional initiatives

Technical & Functional Expertise

• Deep expertise across social platforms (Meta, TikTok, Pinterest, Reddit, Snap, YouTube, etc.)

• Strong understanding of creator and influencer marketing models

• Experience integrating social strategy with paid media, brand marketing, and SEO

• Familiarity with content discoverability and AI-driven content ecosystems preferred

• Strong understanding of performance metrics and testing frameworks

Leadership & Business Competencies

• Proven ability to operate effectively within a matrixed enterprise organization, building strong cross-functional partnerships while balancing brand governance with platform-native creative execution

• Strong strategic thinking and problem-solving skills

• Executive-ready communication and stakeholder management skills

Education

• Bachelor’s degree required; advanced degree preferred

Salary Range

The salary range for this position is $142,212 - $167,309. 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). #LI-Onsite

Note: This role is not eligible for visa sponsorship now or in the future.

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