Senior Manager, Social Media Strategy & Marketing

Job Summary

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. This role partners closely with internal stakeholders, external agencies, and cross-functional teams to strengthen key messages, RTB’s, and positioning for the brand(s), evaluating creators and content capabilities to drive that forward. They need to have knowledge and awareness of cultural trends and determining ways to amplify them through authentic brand-led storytelling and drive innovation across platforms.

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

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 med