Senior Manager, Social Media Strategy & Marketing

About the Role

Choice Hotels International is seeking a Senior Manager, Social Media Strategy & Marketing to lead enterprise social strategy across platforms, creators, and content ecosystems. This role will help define how social media, influencer marketing, and organic content work together to tell meaningful stories about our brand(s) that drive relevance, engagement, and business impact. This person will guide the evolution of social media from a channel execution function into a fully integrated content and demand driver, ensuring alignment across brand, media, search, and emerging ecosystems. The Senior Manager will establish the strategic foundation for how social content contributes to both including integration with SEO and generative AI-driven search environments.

Responsibilities

• Enterprise Social Strategy Leadership
  • Develop the enterprise social media strategy, defining the role of each platform and how organic, creator, and paid social efforts work together
  • Translate business and marketing goals into integrated social and content strategies that drive measurable impact
  • Establish enterprise frameworks for messaging and success measurement
  • Assist in the development of long-term social strategy roadmaps, platform POVs, and capability evolution
  • Translate paid social objectives, audience strategies, and performance insights into social and creator content approaches, ensuring alignment between media investment and content development
  • Have a steadfast commitment to the KPI's to grow engagement, build brands and drive demand
• Creator & Influencer Strategy
  • Lead enterprise creator and influencer strategy, including use cases, content frameworks, and governance models
  • Oversee creator sourcing, briefing, and content direction in partnership with agencies and internal stakeholders
  • Serve as a strategic advisor to brand, loyalty, and segment teams on how to leverage creator marketing
  • Evaluate and guide onboarding of influencer and creator platforms, vendors, and partnerships
• Organic Content Strategy & Social Leadership
  • Set the strategic direction for organic social content across enterprise and brand channels
  • Define content testing and optimization frameworks to improve engagement and performance
  • Ensure integration between organic content, paid amplification, and broader campaign execution
  • Work cross-functionally with Brand, PR, and Loyalty teams to elevate social as a strategic marketing channel
• Social Content Discoverability & GEO/AEO
  • Partner with SEO and content strategy teams to ensure social and creator content supports discoverability across search, generative AI, and emerging ecosystems
  • Collaborate with the Paid Media team on their social content within GEO (Generative Engine Optimization) strategies
  • Work with the email marketing team to ensure a cohesive messaging and strategic lifecycle engagement between social media, email, and beyond
  • Establish best practices for structuring, tagging, and distributing content to improve indexing and visibility
  • Determine signals that improve content performance beyond engagement with Analytics and SEO teams
  • Partner on enterprise initiatives such as LLM visibility and content discoverability
• Cross-Functional Leadership & Enterprise Impact
  • Own social media plans with Paid Media, SEO, Analytics, PR, to ensure integrated strategy and execution
  • Serve as a subject matter expert, providing POVs and recommendations on social and creator strategy
  • Assist in driving relationships with key social platform partners (e.g., Meta, TikTok, Snap, Reddit, Pinterest), including joint business planning (JBPs), identifying strategic opportunities, and ensuring platform partnerships inform both content and media strategy
  • Align social strategy with broader marketing priorities and business objectives
  • Drive visibility and understanding of social strategy across stakeholders
• Agency & Partner Leadership
  • Act as the lead for social and creator agency partners, setting expectations and performance standards
  • Ensure agency partners operate as extensions of the internal team
  • Manage external partnerships across influencer platforms and content vendors
• Innovation & Capability Evolution
  • Stay ahead of platform capabilities, cultural trends, and technology shifts and translate them into actionable strategies
  • Lead test-and-learn initiatives across social platforms, creator models, and content formats
  • Identify opportunities to scale new capabilities that enhance engagement and discoverability
• Team Leadership & Development
  • Build and lead a high-performing social strategy team
  • Coach and develop team members to drive increased autonomy and enterprise thinking
  • Foster a culture of innovation, curiosity, and continuous learning

Qualifications

• Employment Experience
  • 7-10 years of experience in social media, digital marketing, content strategy, or related fields
  • 3+ years of management experience with direct reports and cross-functional initiatives
• Technical & Functional Expertise
  • Deep expertise across social platforms (Meta, TikTok, Pinterest, Reddit, Snap, YouTube, etc.) and awareness of emerging platforms and social media trends
  • Strong understanding of creator and influencer marketing models
  • Experience integrating social strategy with paid and organic social media, brand marketing, and SEO
  • Familiarity with content discoverability and AI-driven content ecosystems preferred
  • Understanding of performance metrics and testing frameworks
• Leadership & Business Competencies
  • Proven ability to lead cross-functional initiatives with enterprise impact
  • Strong strategic thinking and problem-solving skills
  • Strong communication and stakeholder management skills
  • Strong collaboration, ability to influence
• Education: Bachelor's degree required; advanced degree preferred

Pay & Schedule

• Salary range: $123,663.00 - 145,486.00 annually
• Eligible for annual bonus based on Choice's Management Incentive Plan (MIP)
• Role is 4 days onsite in North Bethesda, MD
• Not eligible for visa sponsorship now or in the future

Benefits

• 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