Field and Local Marketing Manager

📌 Core Information

🔹 Job Title: Field and Local Marketing Manager

🔹 Company: Choice Hotels International

🔹 Location: Field/Remote

🔹 Job Type: Full-Time

🔹 Category: Hospitality

🔹 Date Posted: May 6, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote OK (with frequent travel)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing Field Marketing media plans to optimize revenue for segments.
• Building and managing Field Marketing programs while establishing strong partnerships with owners’ associations and franchisee communities.
• Providing strategic consultative approach for local marketing performance to enhance individual or identified groups of hotels.
• Launching marketing training to hotels, covering multiple areas of marketing and aligning with all hotel-facing education.
• Working with cross-functional teams across Choice, including Finance, Billing, Franchise Performance, Legal, Revenue Management, Owner Portfolio, Brand, Openings, Ramp, all of Marketing, Loyalty & Communications, and more as scope requires.

ASSUMPTION: This role requires a strong understanding of the franchisee perspective, while reinforcing brand integrity and strength. It involves frequent travel, up to 25% of the time, to visit with owners and operators and other key partners.

📋 Key Responsibilities

✅ Develops, executes, and monitors Field Marketing media plans geared to optimizing incremental revenue for segment /participants.

✅ Builds, manages, grows, optimizes, and monitors Field Marketing programs, including growing both participation and performance.

✅ Offers a strategic consultative approach for local marketing performance to enhance individual or identified groups of hotels.

✅ Develops support plans and executes Ramp marketing initiatives for individual or identified groups of hotels across assigned segment.

✅ Builds and establishes strong, trusted partnerships with owners’ associations and the broader Franchisee community.

✅ Manages, maintains, and enhances local marketing tools and resources to align with the segments.

✅ Develops, presents, and launches marketing training to hotels, covering multiple areas of marketing and aligning with all hotel-facing education.

✅ Listens to and appropriately integrates owners’ associations and franchisee feedback into Field & Local Marketing strategy.

✅ Responds to individual hotel inquiries pertaining to local marketing, guides local strategy, and educates on how national marketing efforts support our Franchisees.

✅ Is a brand steward; reinforces the visual identity, tone of voice, and all brand DNA components in all Field and localized marketing activities.

✅ Works with additional functional teams across Choice, including Finance, Billing, Franchise Performance, Legal, Revenue Management, Owner Portfolio, Brand, Openings, Ramp, all of Marketing, Loyalty & Communications, and more as scope requires.

✅ Other duties as assigned.

ASSUMPTION: This role requires strong attention to detail, excellent communication skills, and the ability to handle multiple projects simultaneously under tight time constraints and within budget parameters.

🎯 Required Qualifications

Education: Bachelor’s degree in marketing, advertising, or communications.

Experience: 5-8 years of marketing experience, preferably in hospitality, a franchised or multi-location organization.

Required Skills:

• Prior experience in the hotel industry, specifically on property, is a plus, but not a requirement.
• Experience working with vendor management and marketing agency partners.
• Knowledge of digital and traditional media channels, execution, monitoring & measurement.
• Experience focusing on program(s) growth, monitoring, and measuring performance.
• Compassionate; demonstrates understanding of the franchisee perspective, while reinforcing brand integrity and strength.
• Self-starter with minimal need for day-to-day direction and an internal drive for results attitude.
• Critical thinking and planning; ability to connect the dots holistically, anticipate what’s needed, problem-solve, and work to achieve results.
• Ability to think outside of the box and innovate to achieve goals.
• Creative and business writing abilities, including editing and proofing.
• Public speaking, large and small groups.
• Organized with strong attention to detail.
• Proficiency in Microsoft Office Suite products to create professional documents, analyze data, and generate presentational reports.

Preferred Skills:

• Master’s degree in business is a plus, but not a requirement.

ASSUMPTION: Candidates with prior experience in the hotel industry, specifically on property, will have a strong advantage in this role.

💰 Compensation & Benefits

Salary Range: $112,803 to $132,542 annually.

Benefits:

• Competitive compensation and benefits, including 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

Working Hours: Full-time, with frequent travel up to 25% of the time.

ASSUMPTION: The salary range listed is what Choice Hotels reasonably expects to pay. They may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs.

📌 Applicant Insights

🔍 Company Context

Industry: Choice Hotels International is one of the largest lodging franchisors in the world, with nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories. They offer a range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay, and economy segments.

Company Size: Choice Hotels has 1,001-5,000 employees, making it a mid-sized company. This size allows for a more structured environment with established processes, but also offers opportunities for growth and innovation.

Founded: Choice Hotels was founded in 1960 and has since grown to become a leading franchisor in the hospitality industry.

Company Description:

• Choice Hotels is a franchisor, meaning they license their brands to independent hotel owners and operators.
• The company is known for its strong brand portfolio, which includes well-known brands like Comfort Inn, Quality Inn, and Clarion.
• Choice Hotels is committed to providing exceptional customer service and supporting its franchisees through a range of resources and programs.

Company Specialties:

• Lodging franchisor
• Hospitality
• Technology

Company Website: http://www.choicehotels.com

ASSUMPTION: Choice Hotels’ focus on franchising and strong brand portfolio makes it an attractive option for individuals looking to gain experience in the hospitality industry or advance their careers in marketing and franchising.

📊 Role Analysis

Career Level: This role is at the manager level, with responsibility for developing and executing marketing strategies, managing programs, and providing strategic consultation to franchisees.

Reporting Structure: The Field & Local Marketing Manager reports directly to the Director, Field & Local Marketing.

Work Arrangement: This role is remote-based, with frequent travel up to 25% of the time to visit with owners and operators and other key partners. The role may also require periodic travel to Choice Hotels’ worldwide offices in North Bethesda, MD, Scottsdale, AZ, or St. Louis Park, MN.

Growth Opportunities:

• As a manager-level role, there are opportunities for advancement to director or vice president levels within the marketing department or other areas of the organization.
• With Choice Hotels’ focus on franchising, there may also be opportunities to move into franchisee relations or other franchise-focused roles.
• The company’s size and growth potential provide ample opportunities for career development and growth.

ASSUMPTION: This role offers a unique opportunity to gain experience in both marketing and franchising, with potential for growth and advancement within the organization.

🌍 Location & Work Environment

Office Type: Remote-based, with frequent travel up to 25% of the time.

Office Location(s): The role may require periodic travel to Choice Hotels’ worldwide offices in North Bethesda, MD, Scottsdale, AZ, or St. Louis Park, MN.

Geographic Context:

• The role is remote-based, allowing for flexibility in location.
• Frequent travel is required, up to 25% of the time, to visit with owners and operators and other key partners.
• The role may also require periodic travel to Choice Hotels’ worldwide offices, which are located in North Bethesda, MD, Scottsdale, AZ, or St. Louis Park, MN.

Work Schedule: Full-time, with frequent travel up to 25% of the time.

ASSUMPTION: The remote nature of this role provides flexibility for work-life balance, but frequent travel is required to build and maintain relationships with franchisees and other key partners.

💼 Interview & Application Insights

Typical Process:

• Online application and resume submission
• Phone or video screen with the HR department
• Video interview with the hiring manager and/or other team members
• Final interview with the Director, Field & Local Marketing
• Background check and offer

Key Assessment Areas:

• Marketing expertise and experience
• Franchise knowledge and understanding of the franchisee perspective
• Communication and presentation skills
• Problem-solving and critical thinking skills
• Ability to work independently and manage multiple projects simultaneously

Application Tips:

• Tailor your resume and cover letter to highlight your marketing experience, franchise knowledge, and relevant skills.
• Be prepared to discuss your experience with digital and traditional media channels, as well as your ability to monitor and measure performance.
• Demonstrate your understanding of the franchisee perspective and your ability to build and maintain strong relationships with franchisees and other key partners.
• Prepare for behavioral interview questions that focus on your problem-solving skills, ability to work independently, and experience with marketing programs and campaigns.

ATS Keywords: Marketing, Local Marketing, Franchise, Franchisee, Relationship Building, Digital Media, Traditional Media, Program Development, Campaign Planning, Consultation, Public Speaking, Microsoft Office Suite

ASSUMPTION: The interview process for this role will focus on assessing the candidate’s marketing expertise, franchise knowledge, and ability to work independently and manage multiple projects simultaneously.

🛠️ Tools & Technologies

• Microsoft Office Suite
• Marketing automation and analytics tools (e.g., Google Analytics, Adobe Analytics, Marketo, etc.)
• Project management tools (e.g., Asana, Trello, Jira, etc.)
• Video conferencing tools (e.g., Zoom, Microsoft Teams, Google Meet, etc.)

ASSUMPTION: The tools and technologies required for this role are standard for marketing professionals and can be learned on the job if necessary.

👔 Cultural Fit Considerations

Company Values:

• Welcome and Respect Everyone
• Be Bold
• Be Quick
• Listen
• Be Curious
• Show Integrity

Work Style:

• Collaborative and team-oriented
• Fast-paced and results-driven
• Focused on continuous improvement and innovation
• Committed to exceptional customer service and supporting franchisees

Self-Assessment Questions:

• Do you have experience working with franchisees or in a franchised organization?
• Are you comfortable with frequent travel and working remotely?
• Do you have strong communication and presentation skills?
• Are you able to work independently and manage multiple projects simultaneously?
• Do you have experience with marketing automation and analytics tools?

ASSUMPTION: Choice Hotels values candidates who are collaborative, results-driven, and committed to exceptional customer service and supporting franchisees. Candidates should be comfortable with frequent travel and working remotely, as well as with marketing automation and analytics tools.

⚠️ Potential Challenges

• The role requires frequent travel, up to 25% of the time, which may be challenging for candidates who prefer a more sedentary work arrangement.
• The role may require periodic travel to Choice Hotels’ worldwide offices, which may be inconvenient for candidates who live far from these locations.
• The role involves managing multiple projects simultaneously, which may be challenging for candidates who prefer a more structured or linear work environment.
• The role requires a strong understanding of the franchisee perspective, which may be challenging for candidates who have not worked in a franchised organization or with franchisees before.

ASSUMPTION: The challenges associated with this role are primarily related to the frequent travel requirements and the need to manage multiple projects simultaneously. Candidates should be comfortable with these aspects of the role and be prepared to adapt to the unique demands of the position.

📈 Similar Roles Comparison

• This role is similar to other marketing manager roles in the hospitality industry, but with a focus on local marketing and franchisee relations.
• The role requires a strong understanding of the franchisee perspective, which is unique to franchised organizations and may not be required in other marketing manager roles.
• The role offers opportunities for growth and advancement within the marketing department or other areas of the organization, similar to other marketing manager roles.

ASSUMPTION: This role is unique in its focus on local marketing and franchisee relations, but offers similar opportunities for growth and advancement as other marketing manager roles in the hospitality industry.

📝 Sample Projects

• Developing and executing a local marketing campaign for a specific brand or segment of hotels
• Managing a program to optimize participation and performance for a specific group of franchisees
• Launching a marketing training program for hotels, covering multiple areas of marketing and aligning with all hotel-facing education

ASSUMPTION: These sample projects are illustrative of the types of projects the Field & Local Marketing Manager may be responsible for, but the specific projects may vary depending on the needs of the organization and the franchisees.

❓ Key Questions to Ask During Interview

• What are the most significant challenges facing the franchisees in my assigned segment, and how can this role help address them?
• How does this role collaborate with other departments within Choice Hotels, such as Finance, Billing, Franchise Performance, Legal, Revenue Management, Owner Portfolio, Brand, Openings, Ramp, all of Marketing, Loyalty & Communications, and more?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Choice Hotels support the professional development and growth of its marketing managers?
• What are the most important qualities and skills for success in this role, according to the hiring manager?

ASSUMPTION: These key questions are designed to help candidates better understand the role, the organization, and the expectations for success in the position.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your marketing experience, franchise knowledge, and relevant skills.
• Prepare for behavioral interview questions that focus on your problem-solving skills, ability to work independently, and experience with marketing programs and campaigns.
• If selected for an interview, be prepared to discuss your experience with digital and traditional media channels, as well as your ability to monitor and measure performance.
• Follow up with the hiring manager one week after your interview to express your continued interest in the position.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.