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, foreca