Responsibilities

• Channel Expertise & Thought Leadership - Serve as the in-house SME for Paid Social across platforms (Meta, TikTok, Reddit, Pinterest, and emerging social channels). - Recommend and help evolve how Choice Hotels leverages Paid Social across brands, segments, and media programs to drive business outcomes. - Develop and maintain forward-looking and backward-looking POVs on: Audience targeting, segmentation, and prospecting vs. retargeting approaches - Platform capabilities, automation, privacy changes, and emerging industry trends - Collaborate with Creative team on Creative best practices for Paid Social (e.g., video, short-form, and AI-enabled creative) - Translate competitive intelligence, platform developments, and industry trends into actionable recommendations that inform channel strategy, planning, and investment decisions. - Build strong partnerships with social platforms and agency partners to identify innovation opportunities, benchmark performance, and stay ahead of emerging trends. - Serve as a key liaison with the agency Social Media COE to ensure alignment on best practices, testing priorities, and innovation opportunities.
• Influence on Strategy & Execution - Partner with Paid Media Planning & Activation teams to guide and influence paid social strategies; provide input into annual channel strategy and quarterly media plans - Provide frameworks, best practices, and recommendations that support campaign approach and investment decisions. - Ensure campaigns reflect best-in-class paid social practices without direct ownership of execution - Identify gaps, inconsistencies, or missed opportunities and recommend improvements.
• Strategic Partnerships & Ecosystem Development - Build and maintain relationships with key social platforms (Meta, TikTok, Reddit, Pinterest, and others). - Partner with key social platform partners on JPBs focused on: Innovation roadmaps; Beta and early access opportunities; Partner accountability and value creation; Best-in-class capability adoption - Ensure platform partners contribute to long-term capability building and not just campaign delivery.
• Operational Excellence & Capability Building - Build repeatable playbooks, templates, and frameworks that improve the consistency, quality, and scalability of the team’s work over time - Share what’s working across platforms, bring fresh insights to the table, and collaborate to keep social strategy and content ahead of the curve - Contribute to scalable systems and operating improvements that allow the team to focus more energy on higher-impact work - Drive adoption of best practices and elevate overall team capability through enablement and knowledge sharing.
• Testing, Innovation & Insights - Lead paid social testing and learning initiatives (e.g. creative testing, incrementality testing, audience frameworks, platform capabilities). - Partner with AAT to ensure paid social is accurately represented in measurement approaches - Translate platform trends and performance signals into actionable insights and strategic recommendations - Surface new opportunities for growth across formats, audiences, and partners.

Requirements

• Bachelor's degree in Marketing, Advertising, Communications, or equivalent related experience.
• 3-5 years of experience in paid social or social media (with emphasis on performance)
• Deep expertise in social media platforms
• Experience operating in a strategy, innovation, COE, or SME-type role
• Proven ability to: Develop channel-level POVs and frameworks; Influence cross-functional teams through expertise and recommendations; Partner effectively with platforms and agencies to support business objectives
• Strong understanding of: Platform algorithms and automation (e.g. Advantage+, signal-based optimization); Creative strategy and testing methodologies; Measurement frameworks (e.g. incrementality, CMM)
• Familiarity with structured test-and-learn frameworks and experimentation methodologies within performance media.
• Proficiency with Microsoft Office tools, particularly Excel and PowerPoint, for analysis, forecasting, and executive-ready communication.
• Analytical problem-solving; Executive communication; Autonomy & ownership; Strategic judgment; Cross-functional influence

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