JOB SUMMARY:

The Senior Manager, Customer Relationship Management is a strategic marketing role focused on driving growth and loyalty through personalized email and SMS communications for Choice Hotels’ loyalty members and brand partners. This role exists to strengthen Choice Privileges member engagement, increase lifetime value, and generate incremental revenue by delivering relevant, timely messaging across the customer journey. Reporting to the Director of Loyalty Marketing Communications, the Senior Manager leads CRM strategy and execution, including customer journey design and cross-channel marketing orchestration. The role partners closely with internal teams, external partners, and agencies to ensure alignment with broader marketing and business objectives and plays a key leadership role in guiding cross-functional stakeholders. #LI-Onsite

RESPONSIBILITIES:

Email Strategy and Execution

Drive revenue through email marketing: Lead the strategy, execution, and optimization of member and partnership email campaigns that increase purchases and brand loyalty, supported by a robust test-and-learn roadmap.

Craft data-driven strategies: Design personalized customer journeys to support key segments and partners across multiple touchpoints, maximizing engagement and ROI.

Cultivate strong partnerships: Partner with internal teams and external stakeholders to ensure campaign alignment, performance transparency, and shared learning.

Manage a talented team: Guide and mentor CRM Analyst(s), fostering their growth and contribution.

Loyalty and Partnership Orchestration

New revenue opportunities: Collaborate with key stakeholders to identify and develop high-impact marketing campaigns that align with Choice Hotels and partner needs.

Lead cross-channel alignment: Develop and manage the annual email campaign calendar, prioritizing initiatives based on organizational goals and maximizing loyalty marketing success.

Drive campaign execution: Partner with internal teams to secure all necessary content and assets, ensuring seamless and timely deployment of marketing campaigns. 

Enable integrated marketing: Collaborate with Brand Strategy and Partnership teams to create comprehensive marketing strategies, amplifying external marketing efforts for Choice Hotels and our partners.

Marketing SME

Be an industry trailblazer: Monitor industry trends, MarTech advancements, and competitor efforts to identify opportunities that enhance Choice Hotels’ omni-channel marketing approach.

Champion the consumer voice: Articulate customer perspectives and marketing strategies to internal and external audiences, representing Choice Hotels' marketing efforts with confidence and clarity.

Drive marketing innovation: Champion a culture of data-driven testing and learning, partnering with Content, Creative, and Digital teams to continuously improve performance.

Quantify marketing impact: Translate campaign performance into actionable insights and senior management-ready reporting that demonstrates ROI.

QUALIFICATIONS:

Employment Experience

6-8 years extensive experience in Customer Relationship Management

Deep expertise in the email channel and insights to drive strategy across the customer journey, including previous hands-on execution of email, SMS, and lifecycle touchpoints.

Highly analytical, with the ability to translate insights into action and inform a test-and-learn roadmap that improves loyalty and channel effectiveness.

Strong understanding of integrated marketing communications across traditional and digital channels, with experience managing marketing initiatives and evaluating campaign performance metrics.

Collaborative and influential leader with the ability to drive alignment across internal teams and external partners.

Must be decisive, with strong strategic thinking.

Technical Skills

Strong verbal, written and listening communication skills.

Strong interpersonal skills and demeanor.

Excellent project management skills.

Excellent analytical and problem-solving skills.

Strong attention to detail and accuracy.

Strong presentation skills.

Proficient in the use of MS Office applications such as Outlook, Word, PowerPoint and Excel.

Basic understanding and skill in building emails.

Additional Skills & Competencies

Ability to work in a team-oriented and cross-functional environment.

Ability to work independently and collaboratively.

Ability to develop and manage successful internal and external relationships.

Ability 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.

Education Requirements

Bachelor's degree in Marketing, Advertising or Communications, or related field, from a four-year college or university; or equivalent combination of education and experience, is preferred.

Salary Range

The salary range for this position is $123,663 - $142,600 annually. 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 coverageLeave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observanceFinancial benefits for retirement and health savingsEmployee recognition programsDiscounts 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