Area Director, Franchise Performance (MD/DC/VA/PA)

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 as a strategic and trusted advisor, the role focuses on improving profitability, guest satisfaction, and operational execution at the hotel and regional levels. The Area Director partners closely with hotel owners, management companies, and internal Choice stakeholders while leveraging data insights and established consultation frameworks to influence performance outcomes. This individual contributor role supports brand consistency, program adoption, and market competitiveness across the assigned territory.

NOTE: Candidates must reside in one of the following locations: Washington, D.C., Maryland, Virginia, or Philadelphia, Pennsylvania.

RESPONSIBILITIES:

Performance Management & Strategic Advisory

• Conduct on‑site property consultations to assess performance gaps and implement recommended solutions that improve revenue, guest experience, and operational execution.

• Ensure owner adherence to the midscale operating model, driving efficiency, consistency, and enhanced profitability.

• Influence owner adoption of performance recommendations using internal reporting tools, performance data, and analytics.

• Continuously track and evaluate regional KPIs to identify trends, risks, and improvement opportunities.

Performance Accountability

• Drive revenue and guest experience results by partnering with Revenue Management and cross‑functional teams.

• Identify and prioritize strategies to enhance hotel and portfolio performance.

• Monitor dashboards and metrics, conducting follow‑up consultations to ensure adoption of action plans.

Resource Utilization & Program Activation

• Guide hotel operators to appropriate Choice resources (ChoiceU, Centers of Excellence, Owner Relations, Brand Operations).

• Support revenue growth by encouraging hotel participation in proprietary programs and tools.

• Use portfolio‑level data to increase program adoption and optimize performance outcomes.

Consultation Excellence

• Deliver high‑impact consultations leveraging platforms such as CoSTAR, Medallia, Salesforce, Tableau, Workday, and BI tools.

• Apply Trusted Advisor skills to strengthen owner relationships, influence decision‑making, and drive operational improvements.

• Continuously refine consultation quality based on feedback, owner engagement surveys, and performance results.

Communication Mastery

• Maintain clear and professional communication with owners, property teams, management companies, and internal stakeholders.

• Document all interactions and follow‑up actions in Choice’s contact management system.

• Provide the RVP with insights on performance trends, owner engagement, and competitive activity.

• Produce post‑consultation follow‑up correspondence to reinforce expectations and next steps.

Administration & Organizational Support

• Submit timely and accurate business expense reporting.

• Maintain effective documentation related to property performance and ownership.

• Participate in franchise sales growth initiatives, industry associations, special projects, and conferences as needed.

QUALIFICATIONS:

Employment Experience

• Minimum 15 years of progressive hotel operations experience, preferably in midscale or upper‑midscale brands.

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

• Demonstrated success leveraging analytics and data for performance improvement.

• Proven experience managing ambiguity, influencing without authority, and navigating matrixed environments.

Technical Skills

• Strong analytical and forecasting capabilities, including GOP and budget management experience.

• Proficiency with Microsoft Office and hotel‑related data platforms (CoSTAR, Medallia, Salesforce, Tableau, BI dashboards, Workday, Concur).

• Ability to translate analytics into actionable recommendations for operators and owners.

Additional Skills & Competencies

• Exceptional communication, consulting, and persuasive influencing skills.

• Strong project coordination and time‑management capabilities.

• Ability to adapt to changin