Commercial Activation & Performance Manager, Upscale Brands

JOB SUMMARY:

The Commercial Activation & Performance Manager is responsible for identifying revenue performance opportunities, driving commercial activation strategies, and supporting hotels in improving market share, demand generation, and overall revenue performance. This role partners closely with Senior Regional Directors (SRDs), Area Directors, hotel teams, and Commercial Centers of Excellence to develop and execute initiatives that enhance commercial effectiveness across the portfolio.

The Commercial Activation & Performance Manager serves as a strategic advisor to hotels by leveraging performance analytics, commercial planning, revenue optimization strategies, enterprise programs, and cross-functional resources to deliver sustainable business growth. The role is responsible for translating performance insights into actionable plans, coordinating commercial support across the organization, and ensuring initiatives are effectively activated, measured, and sustained.

RESPONSIBILITIES:

Revenue Performance Opportunity Identification

• Identify hotels with the greatest opportunities to improve revenue performance, market share, and demand generation.
• Analyze hotel-level performance trends, risks, and performance gaps to uncover growth opportunities and potential concerns.
• Develop actionable insights and recommendations for Senior Regional Directors (SRDs) to support portfolio prioritization, resource deployment, and strategic decision-making.
• Communicate emerging commercial trends, risks, and opportunity areas to Segment Commercial Leadership to support broader business initiatives.
• Monitor portfolio performance and provide recommendations to improve overall commercial effectiveness.
• Synthesize performance data into clear opportunity assessments, business cases, and recommendations for field leaders, hotel teams, and senior leadership.

Property-Level Commercial Planning

Non-ROCS Hotels

• Partner directly with hotel ownership and management teams to develop practical commercial plans focused on:
  • Pricing strategy
  • Demand generation
  • Business mix optimization
  • Revenue growth opportunities
• Provide guidance on promotional strategies, pricing decisions, and revenue recovery opportunities during periods of need.
• Own, maintain, and continuously improve the commercial planning framework used across the portfolio.
• Evaluate channel performance and recommend actions to improve revenue production and profitability.
• Support hotels in strengthening direct booking performance and optimizing distribution strategies.
• Identify market events, local demand drivers, and other opportunities to increase demand and market share.

Portfolio Prioritization & Action Planning

• Collaborate with Area Directors and Senior Regional Directors to identify and implement hotel-specific commercial growth strategies.
• Develop action plans and recommendations for underperforming hotels to improve commercial performance.
• Assist hotels in evaluating negotiated account production and identifying opportunities to grow profitable business.
• Connect hotels with enterprise programs, tools, resources, and subject matter experts that support commercial success.
• Measure the effectiveness of implemented recommendations and ensure actions result in sustainable performance improvements.
• Develop and manage commercial activation plans, tracking implementation progress, key milestones, and business outcomes.

Commercial Activation, Cross-Functional Alignment & Enablement

• Partner with Revenue Management, Global Sales, Marketing, Loyalty, Distribution, Digital Commerce, Reservation Services, and other Commercial Centers of Excellence to align resources, strategies, and support needed to improve hotel performance.
• Ensure hotels are aware of and effectively utilizing available enterprise programs, tools, and commercial resources.
• Drive awareness, adoption, and utilization of enterprise revenue-generating programs and initiatives, including:
  • Easy Bid
  • DirectPay
  • Choice Business Direct
  • Future commercial activation programs
• Develop and maintain scalable playbooks, best practices, tools, and resources that hotels can independently implement to improve commercial performance.
• Serve as a liaison between hotels and corporate commercial teams to ensure opportunities, barriers, and support needs are clearly communicated and addressed.
• Partner with commercial and operational stakeholders to improve execution of strategic revenue initiatives.
• Drive engagement and accountability around commercial performance initiatives that improve hotel competitiveness and revenue growth.
• Support ROCS Program Revenue Managers by providing supplemental coverage, transition support, and project assistance as business needs require.

Project Management, Performance Measurement & Strategic Initiatives

• Lead the development, execution, and monitoring of commercial activation projects and strategic performance initiatives.
• Maintain project plans, action trackers, and stakeholder communications to ensure timely execution and accountability.
• Evaluate the effectiveness and return on investment of commercial initiatives using performance metrics, adoption rates, and revenue outcomes.
• Identify and present critical areas of commercial opportunity, performance risk, and growth potential to field leadership and key stakeholders.
• Support the deployment of new commercial strategies, tools, programs, and enterprise initiatives as business needs evolve.
• Recommend process improvements that strengthen the connection between operational execution and commercial performance outcomes.

REQUIRED QUALIFICATIONS:

• Bachelor's degree in Hospitality, Business, Marketing, Revenue Management, or related field, or equivalent experience.
• 5+ years of experience in hotel revenue management, commercial strategy, sales, marketing, operations, franchise support, or related disciplines.
• Strong analytical and problem-solving skills with the ability to translate data into actionable recommendations.
• Working knowledge of hotel revenue management principles, distribution channels, demand generation strategies, and commercial performance drivers.
• Demonstrated ability to influence outcomes and drive action without direct authority.
• Excellent project management, organizational, and prioritization skills.
• Ability to collaborate effectively across multiple stakeholder groups, including owners, operators, field teams, and corporate partners.
• Ability to navigate ambiguity, manage competing priorities, and maintain a strategic mindset.
• Excellent communication, presentation, and consultative skills.
• Ability to travel as business needs require.

COMPENSATION & SALARY RANGE:

Salary Range: $114,907-$135,184 annually
 

This role is also eligible for an annual bonus under Choice’s Management Incentive Plan (MIP).

Pay ranges listed are what Choice Hotels reasonably expects to pay. Actual pay may be higher or lower and ranges may be adjusted in the future. Pay positioning within the range is influenced by factors including—but not limited to—education, experience, skills, certifications, performance, geographic location, business needs, seniority, and travel requirements.

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