Area Director, Franchise Performance (West Virginia)

JOB SUMMARY:

The Area Director, Franchise Performance for Core Brands is responsible for driving performance across a diverse portfolio of midscale and upper‑midscale franchised hotels. Operating independently and in collaboration with the Regional Vice President, this role serves as a strategic advisor to hotel owners and above-property leaders, activating performance‑driven strategies that improve profitability, revenue, guest experience, operational execution, and program adoption.

The Area Director provides consultative support and performance insights; develops solutions using internal and external data; partners with commercial and operational teams; and ensures execution of recommendations at the property level. This role requires strong relationship management, analytical decision‑making, and the ability to influence stakeholders without direct authority.

NOTE: Applicants must be currently based in or within close proximity to one of the following locations to be considered.

• Charleston, West Virginia

• Beckley, West Virginia

• Blacksburg, Virginia

• Martinsville, Virginia

RESPONSIBILITIES:

Performance Management & Strategic Advisory

• Conduct on‑site and virtual consultations to drive hotel‑level execution across financial performance, guest experience, operations, owner engagement, and brand standards.

• Serve as a trusted advisor to hotel owners, operators, and management companies, ensuring adoption of the midscale operating model and driving brand-aligned performance outcomes.

• Leverage performance dashboards, competitive intelligence, and analytical tools (e.g., CoSTAR, Medallia, Salesforce, Tableau) to identify opportunities and influence decision‑making.

• Recommend and activate strategies that improve revenue, guest satisfaction, profitability, and cost efficiency at the property and portfolio levels.

• Ensure execution of recommendations through coaching, follow‑up consultations, and consistent communication with property stakeholders.

Performance Accountability & Program Activation

• Drive continuous improvement in revenue, profitability, and guest experience metrics.

• Collaborate with Revenue Management, Commercial Strategy, and other internal teams to align and deploy targeted strategies.

• Enhance hotel engagement with brand programs, revenue initiatives, and operational tools.

• Monitor competitive landscape and market trends to inform proactive performance strategies.

Resource Utilization & Cross‑Functional Partnership

• Identify operational challenges and connect hotels with specialized resources including ChoiceU, Centers of Excellence, Owner Relations, and Brand Operations.

• Facilitate adoption of best practices through internal resources and proprietary programs.

• Provide insights and trends to internal partners, contributing to portfolio‑wide strategic planning.

Communication & Relationship Management

• Cultivate strong relationships with franchisees and serve as their primary Choice Hotels contact for performance‑related engagement.

• Maintain accurate documentation of consultations, action plans, and follow‑up items within Choice’s CRM.

• Provide regular performance feedback and market insights to the Regional Vice President.

• Generate consultation summaries and follow‑up correspondence to owners, GMs, and management companies.

Administrative Responsibilities

• Maintain timely and accurate business expense documentation.

• Support franchise sales growth when needed and participate in franchise association activities.

• Share competitive intelligence, emerging trends, and best practices with peers and corporate teams.

QUALIFICATIONS:

Education

• Bachelor’s degree in Hotel Management, Business Administration, Marketing, or related field or equivalent combination of education and work experience.

Experience

• Minimum 15 years of progressive hotel operations experience with preference in midscale or upper‑midscale segments.

• Minimum 10 years of hotel leadership experience, preferably with multi‑unit or franchise performance responsibility.

• Demonstrated ability to drive performance outcomes through data‑driven decision‑making, analytics, and operational expertise.

Knowledge, Skills & Competencies

• Strong analytical, forecasting, and budget management skills.

• High autonomy with the ability to manage complex issues, synthesize data, and influence stakeholders.

• Excellent relationship management, communication, and consultative skills.

• Ability to navigate ambiguity and adapt strategies based on changing market conditions.

• Proficiency in Microsoft Office and performance measurement tools (e.g., CoSTAR, Medallia, Tableau, Salesforce).

• Strong project coordination, time management, and prioritization skills.

OTHER REQUIREMENTS:

• Approximately 70% travel required within assigned region.

• Participation in conferences, special projects, and other organizational initiatives as needed.

COMPENSATION & SALARY RANGE:

Salary Range: $99,919 to $117,000 annually
 

This role is also eligible for an annual bonus under Choice’s Management Incentive Plan (MIP).

Pay ranges listed are what Choice Hotels reasonably expects to pay. Actual pay may be higher or lower and ranges may be adjusted in the future. Pay positioning within the range is influenced by factors including—but not limited to—education, experience, skills, certifications, performance, geographic location, business needs, seniority, and travel requirements.

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