Responsibilities

• Own the long-term strategy and performance of the Upscale brand portfolio, aligning brand priorities, investment decisions, and growth plans with corporate objectives and five-year targets.
• Establish clear strategic direction for the Upscale segment and individual brands, identifying opportunities to strengthen competitive positioning, owner value, guest experience, and long-term growth.
• Maintain competitive franchisee, consumer, and developer value propositions, focusing on brand segmentation, guest satisfaction, unit growth, central reservation system contribution, RevPAR performance, total cost of ownership, and net operating income.
• Monitor portfolio performance, competitive dynamics, consumer trends, owner economics, and broader industry developments to identify opportunities and make strategic adjustments.
• Establish performance expectations and use financial, commercial, operational, and brand-compliance metrics to evaluate initiative effectiveness and direct changes when needed.
• Partner with Marketing and Commercial teams to develop and execute integrated brand, commercial, and marketing strategies.
• Define and scale a segment-level strategy to attract prospective owners and operators and support portfolio growth.
• Partner with Franchise Development, Openings, Commercial, Loyalty, Global Sales, and Portfolio Optimization to support hotel ramp-up, performance, and net room growth goals.
• Represent Choice Hotels and the Upscale brands with current and prospective franchisees, at industry events, franchise advisory forums, development discussions, conventions, and appropriate media opportunities.
• Serve as a strategic brand champion, clearly communicating the positioning, value proposition, priorities, and growth opportunities of the Upscale portfolio.

Requirements

• Minimum of 10 years of progressively responsible operational experience with a major hotel group and/or hotel management company, including on-property General Manager and above-property leadership experience.
• Minimum of 5 years of upscale hotel management and operational experience.
• Demonstrated success developing and implementing strategies that drive business change, growth, and improved profitability.
• Experience with P&L accountability for a multi-unit portfolio.
• Demonstrated experience developing, implementing, and measuring business processes and strategic initiatives.
• Significant experience leading and influencing in a complex, matrixed organization, including collaboration with senior leaders and external stakeholders.
• Demonstrated ability to lead and develop teams, build succession pipelines, and drive organizational performance.
• Bachelor’s degree in Hotel Management, Business Management, or a related field or an equivalent combination of education and relevant work experience.
• Master’s or postgraduate degree preferred.

Preferred

• Master’s or postgraduate degree preferred.

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