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 trends.
• Serve as a key liaison with the agency Social Media COE to ensure alignment on best practices, testing priorities, and innovation opportunities.

Influence on Strategy & Execution

• Partner with Paid Media Planning & Activation teams to guide and influence paid social strategies; provide input into annual channel strategy and quarterly media plans

• Provide frameworks, best practices, and recommendations that support campaign approach and investment decisions.
• Ensure campaigns reflect best-in-class paid social practices without direct ownership of execution
• Identify gaps, inconsistencies, or missed opportunities and recommend improvements

Strategic Partnerships & Ecosystem Development

• Build and maintain relationships with key social platforms (Meta, TikTok, Reddit, Pinterest, and others).
• Parter with key social platform partners on JPBs focused on: Innovation roadmaps Beta and early access opportunities Partner accountability and value creation Best-in-class capability adoption
• Ensure platform partners contribute to long-term capability building and not just campaign delivery

Operational Excellence & Capability Building

• Build repeatable playbooks, templates, and frameworks that improve the consistency, quality, and scalability of the team’s work over time
• Share what’s working across platforms, bring fresh insights to the table, and collaborate to keep social strategy and content ahead of the curve
• Contribute to scalable systems and operating improvements that allow the team to focus more energy on higher-impact work
• Drive adoption of best practices and elevate overall team capability through enablement and knowledge sharing

Testing, Innovation & Insights

• Lead paid social testing and learning initiatives (e.g. creative testing, incrementality testing, audience frameworks, platform capabilities).
• Partner with AAT to ensure paid social is accurately represented in measurement approaches
• Translate platform trends and performance signals into actionable insights and strategic recommendations
• Surface new opportunities for growth across formats, audiences, and partners

Qualifications

Education and Experience

• Bachelor's degree in Marketing, Advertising, Communications, or equivalent related experience.

• 3-5 years of experience in paid social or social media (with emphasis on performance)
• Deep expertise in social media platforms
• Experience operating in a strategy, innovation, COE, or SME-type role
• Proven ability to: Develop channel-level POVs and frameworks

• Influence cross-functional teams through expertise and recommendations
• Partner effectively with platforms and agencies to support business objectives

Technical Skills

• Strong understanding of: Platform algorithms and automation (e.g. Advantage+, signal-based optimization) Creative strategy and testing methodologies Measurement frameworks (e.g. incrementality, CMM)
• Familiarity with structured test-and-learn frameworks and experimentation methodologies within performance media.
• Proficiency with Microsoft Office tools, particularly Excel and PowerPoint, for analysis, forecasting, and executive-ready communication.

Additional Skills & Competencies

• Analytical problem‑solving: Ability to synthesize complex data into clear insights, implications, and recommended actions.
• Executive communication: Strong written and verbal communication skills, with the ability to deliver clear, executive‑ready narratives.
• Autonomy & ownership: Comfortable operating with limited day‑to‑day direction while maintaining high accountability for outcomes.
• Strategic judgment: Ability to balance efficiency and growth objectives and make informed trade‑off recommendations.
• Cross‑functional influence: Effective collaborator who raises execution standards through POVs, best practices, and shared playbooks.

Salary Range

The salary range for this position is $99,919 - $117,552. In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).

Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few:

• 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

About Choice

Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world. With 7,500 hotels in 45+ countries and territories, we offer a range of high-quality lodging options in the upper upscale, upper midscale, midscale, extended stay, and economy segments. We’re the hotel company for those who choose to bet on themselves — the striver, the dreamer, the entrepreneur — because that’s who we are, too.

At Choice, we are united by the simple belief that tomorrow will be even better than today — for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, Maryland, at our technology center in Scottsdale, Arizona, and through our associates around the globe, every voice is heard and every idea is listened to, no matter what area of the company they come from. We are united in supporting the entrepreneurial dreams of our thousands of franchise owners, which propels us forward — giving our work at Choice a purpose larger than our business.

Our corporate office locations:

North Bethesda, MD — Located at Pike & Rose, our worldwide headquarters is less than 15 miles from Washington, D.C., one block away from the North Bethesda Metro station, with easy access to I-495, complimentary parking, electronic charging stations, restaurants and retail.

Scottsdale, AZ — Located at the northwest corner of Loop 101, the Scottsdale office is home to our technology, eCommerce and customer service organizations, with easy access to complimentary parking, electronic charging stations, restaurants and retail.

Minneapolis, MN — Select roles are based in our Minneapolis office on Highway 394, near the intersection with Highway 100, only five minutes from downtown.

Field/Remote — Select roles designated as field/remote will require associates to work from a home office, connecting virtually with Choice team members and leadership on Zoom, with possible required travel depending on the role.

Choice’s Cultural Values

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

Choice’s Leadership Principles

Act with Intention | Lead with Authenticity | Grow & Deliver