Job Summary

The Senior Paid Media Manager is a senior individual contributor responsible for leading and optimizing paid media programs across the full funnel to drive measurable business results. This role owns day‑to‑day agency partnerships and serves as a subject‑matter expert across performance media channels to ensure media investments are effective and efficient. The Senior Paid Media Manager partners closely with Brand, Analytics, Creative, Finance, and external agencies to translate insights into action and continuously improve performance. This role operates with a high degree of autonomy, influencing decisions through data, expertise, and strong cross‑functional collaboration.

Responsibilities

• Own and lead full‑funnel paid media strategy and execution across Paid Search, Paid Social, Display & Video, and ensuring alignment with business objectives and performance goals.
• Serve as a subject‑matter expert on performance media channels and platforms, guiding channel mix, optimization approaches, and investment recommendations.
• Own day‑to‑day agency partnerships, including prioritization of work, execution quality, optimization planning, and performance accountability.
• Monitor and evaluate campaign performance on a regular cadence, translating data into clear insights, implications, and recommended actions.
• Manage paid media budgets and forecasts, including spend pacing, channel allocation recommendations, ROI considerations, and financial accuracy.
• Drive continuous improvement through test‑and‑learn initiatives, structured experimentation, and application of performance insights.
• Partner with Brand, Creative, and Analytics teams to translate audience insights and consumer behavior into effective media and creative strategies.
• Collaborate closely with Analytics to leverage measurement frameworks, attribution approaches, and reporting to inform optimization and investment decisions.
• Stay current on industry trends, platform innovations, and emerging media opportunities, proactively bringing forward recommendations and points of view.
• Manage multiple concurrent workstreams with strong organization, clear communication, and consistent stakeholder updates.
• Build and maintain strong cross‑functional relationships to ensure alignment, speed, and impact across initiatives.
• Contribute to team capability by sharing best practices, elevating strategic thinking, and providing informal mentorship and guidance.

Qualifications

Employment Experience

• 6+ years of experience in performance or paid media, with hands‑on ownership across Paid Search, Paid Social, Programmatic Display & Video, Metasearch, and/or Affiliate Marketing.
• Demonstrated experience managing agency partners and influencing outcomes without direct authority.
• Experience operating as a senior individual contributor, owning complex programs or workstreams end‑to‑end.

Technical Skills

• Hands‑on experience with major media platforms (e.g., Google Ads, Meta Ads Manager, DV360, The Trade Desk).
• Working knowledge of ad tech, analytics, and measurement tools (e.g., Google Marketing Platform, Adobe Analytics, Flashtalking).
• Familiarity with incrementality testing, attribution modeling, and performance measurement frameworks.
• Strong proficiency in Microsoft Excel and presentation tools for performance analysis, forecasting, and executive‑ready communication.

Additional Skills & Competencies

• Strong analytical and problem‑solving skills with the ability to translate data into clear, actionable insights.
• Effective communicator with the ability to influence stakeholders and partners through data and expertise.
• Highly organized, with the ability to manage multiple priorities in a fast‑paced, matrixed environment.
• Demonstrated ownership mindset, intellectual curiosity, and commitment to continuous improvement.

Education Requirements

• Bachelor’s degree in Marketing, Business, or a related field required.
• Relevant certifications (e.g., Google Ads, Meta Blueprint) preferred.

Salary Range

The salary range for this position is $99,919 - $125,000. 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 CONNECT THE WORLD THROUGH THE POWER OF HOSPITALITY We bring together the people, brand and technology that enable the success of others – welcoming every guest, every partner, everywhere their journey takes them.

Visit http://careers.choicehotels.com to learn more.