Senior Manager, Loyalty Strategy

JOB SUMMARY:

The Senior Manager, Loyalty Strategy leads the strategic execution and performance of the Choice Privileges program. The role is a key driver of all program design, product, and commercial workstreams for the loyalty program, inclusive of benefits design, value proposition, tier architecture, earn-and-burn structure, points valuation, hotel-pricing and reimbursement economics, and fee governance – and partners with stakeholders across Marketing, Digital, Revenue Management, Finance, and Technology to shape the end-to-end member experience.

RESPONSIBILITIES:

Loyalty Product Strategy

• Lead end-to-end execution of loyalty programdesign workstreams, focusing on the member value proposition, tier architecture, member benefits, earn-and-burn mechanics, personalization, and lifecycle design, while balancing member value with sustainable program and franchise economics.

• Execute against the loyalty product roadmap set by the Director: translate priorities into a repeatable build–measure–learn cadence, define success measures before launch, and report results that inform the next roadmap cycle.

• Partner with Marketing, Digital, and Product to deliver the member experience across the journey (discover, book, stay, return, advocate), with particular focus on the moments that drive first enrollment and the second and third stay.

Commercial Strategy & Economics

• Own fee governance for the loyalty program, including the issuance of loyalty fees assessed to hotels and ancillary loyalty products including Points Plus Cash and the sale of Choice Privileges points.

• Run the Reward Night program economics, including cost-per-point management and reimbursement-model optimization across Choice’s global hotel network (7,000+ properties), in close partnership with Finance on loyalty-fund performance and fiscal governance.

• Manage points valuation of Choice Privileges points, including the earn/redemption structure, breakage policy, and currency-lifecycle governance, keeping the currency both compelling to members and financially sustainable.

• Build and maintain the models that forecast redemption velocity, breakage, and points-liability movement; deliver regular reporting on the health of the currency.

Drive Enrollments & Repeat Stays

• Under the guidance of the Director, set and pursue measurable targets for member acquisition and repeat-stay rate as the role's primary outcomes, coordinating with partner teams to grow engagement and conversion.

• Develop and execute lifecycle and win-back tactics (welcome flows, milestone campaigns, tier stretch, reactivation) that measurably increase activation, repeat bookings, and member lifetime value.

Leadership & measurement

• Build, develop, and lead a high-performing team of 2–4; establish operating rhythms, coach for growth, and create stretch opportunities to advance the entire Loyalty team.

• Maintain dashboards and reporting for key loyalty metrics that matter — enrollments, repeat-stay rate, contribution, redemption elasticity, points velocity, liability movement, and program contribution margin — and support the Director in presenting performance and trade-offs to senior leadership.

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QUALIFICATIONS:

Employment Experience

• 5+ years of experience in strategy, consulting, strategic finance, or transformation, preferably in the hotel/hospitality industry with loyalty marketing programs
• 2+ years of people-management experience, with demonstrated success developing individual contributors
• Proven expertise in managing analytics and strategy teams to drive results via data-driven methodologies
• Experience in business modeling and driving commercial performance; proven success in utilizing analytics to provide strategic recommendations and drive aggressive action.
• Must be able to manage projects within a team structure through collaboration and communication with multiple teammates and other departments.
• Ability to manage execution of ambiguous and complex projects with short timelines.
• Must be able to uphold Choice’s Values & Performance Principles of collaboration, performance excellence, sense of urgency, openness to new ideas, inclusion & diversity, integrity, customer focus, and respect.

Technical Skills

• Superior data analytics, measurement, data mining, and modeling skills

• Advanced Excel modeling and financial forecasting; comfort building and defending business cases.

• Proficiency with SQL and experience working with data warehouses; familiarity with analytics/visualization tools (Tableau, Looker, or Power BI).

• Experience with loyalty platforms/offer-management systems, CRM and marketing-automation tools, CDPs, and CRS/revenue-management integrations.

• Fluency with A/B testing and holdout/experimentation frameworks; Microsoft Office (Word, Excel, PowerPoint, Outlook). Python or R a plus.

Additional Skills & Competencies

• Product-minded operator: treats the loyalty program as a product — grounds execution in member problems and evidence, sizes impact, and defines success before building.

• Negotiation & presence: negotiates priorities and trade-offs and interfaces credibly with executive audiences, presenting complex economics and member outcomes with a clear recommendation.

Education Requirements

• Bachelor’s degree required, preferably in a related field: Hospitality Management, Business, Strategy, Marketing, or Finance. 

• Preferred: MBA or advanced degree.Certifications (optional): PMP, Six Sigma, or an analytics/finance certification.

 SALARY RANGE

The salary range for this position is $123,663 - $145,000. 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).

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