Paid Social Manager

Job Summary

The Paid Social Manager defines and evolves how paid social media is leveraged across Choice Hotels. This is an individual contributor role within Paid Media Labs, serving as the organization’s hub for channel expertise, innovation, and thought leadership in paid social. This role is responsible for helping evolve how Choice approaches platforms/partners such as Meta, TikTok, Reddit, Snapchat and other social media partners, developing best practices, identifying partner innovation opportunities, and enabling teams to execute at a high level.

This position focuses on defining the “how” and “why” of paid social, ensuring teams are equipped with the right frameworks, partner strategies, and forward-looking POVs to drive both immediate performance and long-term capability building.

***Note: This role is 4 days onsite in North Bethesda, MD and is not eligible for visa sponsorship now or in the future***

Key Responsibilities

Channel Expertise & Thought Leadership

• Serve as the in-house SME for Paid Social across platforms (Meta, TikTok, Reddit, Pinterest, and emerging social channels).
• Recommend and help evolve how Choice Hotels leverages Paid Social across brands, segments, and media programs to drive business outcomes.
• Develop and maintain forward-looking and backward-looking POVs on:

+ Audience targeting, segmentation, and prospecting vs. retargeting approaches + Platform capabilities, automation, privacy changes, and emerging industry trends * Collaborate with Creative team on Creative best practices for Paid Social (e.g., video, short-form, and AI-enabled creative) * Translate competitive intelligence, platform developments, and industry trends into actionable recommendations that inform channel strategy, planning, and investment decisions. * Build strong partnerships with social platforms and agency partners to identify innovation opportunities, benchmark performance, and stay ahead of emerging tr