Vice President, Digital Customer Experience

The Vice President, Digital Customer Experience is accountable for the strategy, performance, and evolution of Choice Hotels International’s digital customer experience ecosystem, spanning digital commerce, digital content, customer care, loyalty servicing, and digital support across the guest journey.

This role sets the enterprise vision for how guests engage with Choice through the mobile app, mobile web, ChoiceHotels.com, and emerging digital platforms—from inspiration, shopping, and booking to servicing loyalty accounts, managing reservations, resolving problems with hotel bookings or stays, and receiving timely support when plans change.

As a senior leader within the Marketing organization, the VP serves as the connective leader between brand, demand generation, loyalty, customer care, product, operations, and technology. The role translates customer needs and business priorities into a cohesive digital experience strategy that strengthens brand preference, increases direct channel contribution, improves service outcomes, and deepens customer relationships.

The VP builds and leads a high-performing digital customer experience organization spanning Product Marketing, Digital Content, and Customer Care / Digital Servicing, while setting the strategy and vision that guide the Product Management and User Experience (UX) teams. This role will partner closely with the Product Management, User Experience and Engineering teams to align product priorities, experience design, content strategy, and delivery against the broader digital customer experience strategy. Success in this role is measured by sustained revenue growth, improved digital conversion, stronger loyalty engagement, higher customer satisfaction, better self-service and service-resolution outcomes, and the effectiveness of digital channels in supporting the full guest lifecycle.

   

RESPONSIBILITIES

Digital Customer Experience Strategy & Vision

• Define and evolve a multi-year digital customer experience strategy aligned to enterprise growth, brand, marketing, loyalty, customer care, and commercial priorities.
• Set the vision for the mobile app, mobile web, ChoiceHotels.com, and emerging digital experiences, ensuring each platform plays a clear role in the guest journey.
• Establish a guest-centric experience vision that connects inspiration, discovery, shopping, booking, loyalty engagement, reservation management, customer support, and post-stay engagement.
• Lead the strategy, management, and development of digital content, including hotel- and brand-specific content, to support inspiration, discovery, decision-making, booking, servicing, and post-stay engagement across the digital customer journey.
• Translate customer insights, business objectives, and service pain points into clear digital priorities, experience outcomes, and product roadmap inputs.
• Partner closely with Product Management, UX, and Engineering teams to translate the digital customer experience vision into product roadmaps, capabilities, priorities, experience requirements, and delivery plans.
• Provide strategic direction for UX design and research to ensure guest experiences are compelling, on-brand, intuitive, accessible, and conversion-optimized.
• Drive personalization strategies across the digital ecosystem by leveraging data, segmentation, behavioral insights, loyalty intelligence, and emerging AI capabilities.
• Influence product teams through clear strategy, outcomes-based priorities, strong cross-functional alignment, and disciplined prioritization.

Commercial Performance, Engagement & Service Outcomes

• Own digital performance outcomes across direct booking revenue, partner-driven revenue contribution, digital loyalty engagement, and customer experience effectiveness.
• Maximize the return on marketing and digital investment by improving conversion, merchandising, personalization, self-service adoption, and digital funnel performance.
• Partner with Marketing, Loyalty, Revenue Management, Distribution, Customer Care, Advanced Analytics and Finance to optimize channel mix, traffic acquisition quality, lifetime value, and service-resolution economics.
• Establish and monitor KPIs for digital conversion, engagement, app and web performance, loyalty account servicing, issue resolution, customer satisfaction, and operational efficiency.
• Measure the impact of digital content quality, completeness, merchandising, and relevance on conversion, engagement, direct channel performance, and customer satisfaction.

Customer Care, Service & Digital Servicing

• Set the strategy for how digital channels help guests manage loyalty accounts, service reservations, resolve booking issues, address stay-related problems, and receive support across the customer lifecycle.
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