Overview Senior Director, Strategic Communications and Public Relations – Choice Hotels, a leading global lodging franchisor, in the Marketing department. The Senior Director will be a strategic and operational leader responsible for shaping and advancing the organization’s external communications and public relations with a focus on leveraging technology and artificial intelligence to drive transformation and innovation. This role provides leadership and strategy over key communications functions, oversees a team of communications professionals, and ensures the successful execution of integrated communications strategies for diverse stakeholders (franchisees, media, consumers). The position partners with internal organizations to create awareness, support, and alignment around key initiatives and will drive the adoption of emerging technologies, including generative AI, within the communications function.

Your Responsibilities

Technology & AI-Driven Communications Transformation: Lead the evaluation, selection, and implementation of AI-powered technologies and tools (e.g., media monitoring, sentiment analysis, content optimization, audience targeting, crisis scenario simulation) to revolutionize the PR and communications function. Develop and implement a digital transformation roadmap, ensuring seamless technology integration and data flow across platforms and departments.

Data-Driven Strategic Planning: Integrate data-driven insights to inform Choice’s master narrative and corporate communications plan. Utilize sentiment analysis and predictive analytics to understand audience perceptions, anticipate potential issues, and adjust messaging strategies accordingly.

Media Relations and Event Opportunities: Collaborate with executives to identify and coordinate external media and event opportunities, leveraging AI-powered tools for media monitoring, journalist targeting, and personalized pitch development to maximize impact.

Franchisee Communications and Engagement: Evolve and refine how we communicate with franchisees, utilizing AI tools to personalize and streamline communications.

Relationship Building: Connect with key stakeholders across the organization to inform strategy, planning, and brand alignment.

Team Leadership: Build, lead, and develop a dynamic team of communications professionals, fostering a culture of continuous learning and adaptation to new technologies.

Content Creation and Optimization: Guide the development of high-quality written materials (e.g., monthly franchisee e-newsletter, press releases, media advisories, pitches, op-eds, speeches, blog posts) by leveraging AI tools for content generation support, editing, and optimization.

Measurement: Create and manage a measurement framework utilizing AI-driven reporting to track key performance indicators, demonstrate impact, and drive data-based strategic changes.

Judgment: Exercise sound judgment with confidential issues and communications. Ensure the secure and ethical use of AI tools when handling confidential matters.

Relationship Management: Lead and manage agencies, as well as relationships with reporters and media outlets.

Crisis Management: Use AI tools for real-time monitoring of brand mentions and sentiment shifts to enhance crisis response strategies and proactively address reputational risks.

Operations & Budget: Develop and maintain departmental budgets, as directed by the CMO and within company policy; develop and implement departmental policies, procedures, and guidelines.

Engagement & Representation: Attend and staff industry conferences and events; travel to media events and deskside meetings as required.

Your Experience, Skills & Competencies

Bachelor’s degree in communications, journalism, public relations or related field.

Minimum of 12 years’ experience in corporate communications or a related field, with recent leadership and P&L responsibility. Prior experience in travel or franchise organization is a plus.

Experience with strategic communications, leveraging email marketing, public relations, and social media.

Experience transforming communications through technology and best practices, including developing measurement programs and implementing generative AI for communications.

Strong understanding of artificial intelligence (AI) and its potential applications in public relations and communications (e.g., media monitoring, content generation, audience analysis).

Mentoring and building staff with excellent written and verbal communication, time management, and organizational skills.

Ability to manage multiple projects in a fast-paced, deadline-driven environment with strong business acumen and cultural awareness.

Strategic thinking, planning and execution, analytical abilities, emotional intelligence, judgment, adaptability, and change management.

Experience managing client needs, problem solving, and advancing work.

Strong research capabilities and familiarity with new communication tools, media landscape, industry trends, measurement tools, and social media.

Attention to detail and accuracy, including proofreading and grammar.

Proficiency with Word, Excel, Outlook, and PowerPoint.

Relationships with travel writers, hospitality trade press and consumer media are a plus.

Ability to uphold Choice’s values.

Your Work Location Based in the North Bethesda, MD headquarters. The location offers proximity to the Washington, DC area with access to public transit and parking.

Salary Range The salary range for this position is $184,629 to $216,939 annually. This role is eligible for an annual bonus under Choice’s Management Incentive Plan (MIP) and annual stock awards through the Long-Term Incentive Plan (LTI).

Benefits

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 lodging options across segments and support the entrepreneurial dreams of our franchise owners. Our corporate offices are located in North Bethesda, MD (headquarters), Scottsdale, AZ (technology center), and Minneapolis, MN, with field and remote roles as applicable. We are committed to valuing every associate and supporting a culture of inclusion and respect.

Values & Leadership Principles 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

#J-18808-Ljbffr