Vice President Merchandising Jobs in Silver Spring, MD

The Vice President, Digital Customer Experience is accountable for the strategy, performance, and evolution of Choice Hotels International's digital customer experience ecosystem, spanning digital commerce, digital content, customer care, loyalty servicing, and digital support across the guest journey.
This role sets the enterprise vision for how guests engage with Choice through the mobile app, mobile web, ChoiceHotels.com, and emerging digital platforms-from inspiration, shopping, and booking to servicing loyalty accounts, managing reservations, resolving problems with hotel bookings or stays, and receiving timely support when plans change.
As a senior leader within the Marketing organization, the VP serves as the connective leader between brand, demand generation, loyalty, customer care, product, operations, and technology. The role translates customer needs and business priorities into a cohesive digital experience strategy that strengthens brand preference, increases direct channel contribution, improves service outcomes, and deepens customer relationships.
The VP builds and leads a high-performing digital customer experience organization spanning Product Marketing, Digital Content, and Customer Care / Digital Servicing, while setting the strategy and vision that guide the Product Management and User Experience (UX) teams. This role will partner closely with the Product Management, User Experience and Engineering teams to align product priorities, experience design, content strategy, and delivery against the broader digital customer experience strategy. Success in this role is measured by sustained revenue growth, improved digital conversion, stronger loyalty engagement, higher customer satisfaction, better self-service and service-resolution outcomes, and the effectiveness of digital channels in supporting the full guest lifecycle.

RESPONSIBILITIES

Digital Customer Experience Strategy & Vision

• Define and evolve a multi-year digital customer experience strategy aligned to enterprise growth, brand, marketing, loyalty, customer care, and commercial priorities.
• Set the vision for the mobile app, mobile web, ChoiceHotels.com, and emerging digital experiences, ensuring each platform plays a clear role in the guest journey.
• Establish a guest-centric experience vision that connects inspiration, discovery, shopping, booking, loyalty engagement, reservation management, customer support, and post-stay engagement.
• Lead the strategy, management, and development of digital content, including hotel- and brand-specific content, to support inspiration, discovery, decision-making, booking, servicing, and post-stay engagement across the digital customer journey.
• Translate customer insights, business objectives, and service pain points into clear digital priorities, experience outcomes, and product roadmap inputs.
• Partner closely with Product Management, UX, and Engineering teams to translate the digital customer experience vision into product roadmaps, capabilities, priorities, experience requirements, and delivery plans.
• Provide strategic direction for UX design and research to ensure guest experiences are compelling, on-brand, intuitive, accessible, and conversion-optimized.
• Drive personalization strategies across the digital ecosystem by leveraging data, segmentation, behavioral insights, loyalty intelligence, and emerging AI capabilities.
• Influence product teams through clear strategy, outcomes-based priorities, strong cross-functional alignment, and disciplined prioritization.

Commercial Performance, Engagement & Service Outcomes

• Own digital performance outcomes across direct booking revenue, partner-driven revenue contribution, digital loyalty engagement, and customer experience effectiveness.
• Maximize the return on marketing and digital investment by improving conversion, merchandising, personalization, self-service adoption, and digital funnel performance.
• Partner with Marketing, Loyalty, Revenue Management, Distribution, Customer Care, Advanced Analytics and Finance to optimize channel mix, traffic acquisition quality, lifetime value, and service-resolution economics.
• Establish and monitor KPIs for digital conversion, engagement, app and web performance, loyalty account servicing, issue resolution, customer satisfaction, and operational efficiency.
• Measure the impact of digital content quality, completeness, merchandising, and relevance on conversion, engagement, direct channel performance, and customer satisfaction.

Customer Care, Service & Digital Servicing

• Set the strategy for how digital channels help guests manage loyalty accounts, service reservations, resolve booking issues, address stay-related problems, and receive support across the customer lifecycle.
• Partner with Customer Care, Operations, Loyalty, Brand, and Hotel-facing teams to identify recurring service needs and translate them into improved digital self-service, assisted-service, and escalation experiences.
• Advance digital servicing capabilities that reduce friction for guests, improve resolution quality, and create more seamless handoffs between digital channels and care teams.
• Champion customer listening, service recovery insights, and voice-of-customer feedback to identify experience gaps and prioritize improvements across app, web, mobile web, and care interactions.
• Ensure digital content supports service and self-service needs by making hotel, brand, reservation, loyalty, and stay-related information clear, accurate, actionable, and easy for guests to find.

Organizational Leadership & Capability Building

• Build and lead a high-performing digital customer experience organization with the capabilities required to deliver modern, service-aware digital experiences and shape product-led outcomes through cross-functional partnership.
• Strengthen integration among marketing, product, UX, analytics, digital content, loyalty, and customer care teams to deliver cohesive, high-impact guest experiences.
• Establish clear operating rhythms, decision rights, performance metrics, and accountability across the organization.
• Develop talent and leadership capability in digital strategy, customer experience, product thinking, service design, analytics, and transformation leadership.

Cross-Functional Partnership

• Partner closely with Marketing, Brand, Loyalty, Customer Care, Operations, Product, Engineering, Revenue Management, Distribution, and Finance leaders to align strategy, priorities, messaging, digital execution, and service outcomes.
• Collaborate with Product and Engineering to ensure platform capabilities support marketing agility, customer servicing, loyalty engagement, innovation, and scalable digital operations.
• Serve as a key member of the Marketing Leadership Team, shaping enterprise growth, guest engagement, customer care, and digital transformation strategies.
• Influence senior stakeholders and cross-functional partners to align resources and accelerate delivery of the digital customer experience vision.

Digital Ecosystem, Platform Evolution & Innovation

• Set the direction for the evolution of ChoiceHotels.com, the mobile app, mobile web, and other digital platforms to deliver seamless, omnichannel guest experiences.
• Define how digital platforms enable real-time campaign execution, personalization, loyalty engagement, account servicing, reservation management, lifecycle communications, and scalable digital content delivery.
• Guide innovation efforts, including the application of GenAI and automation to marketing, search, personalization, digital servicing, customer care, and problem resolution.
• Ensure the digital ecosystem is designed to support both enterprise growth and customer experience excellence across the full guest journey.

QUALIFICATIONS

Employment Experience

• 15+ years of experience in digital customer experience, digital commerce, digital marketing, product management, customer care, service transformation, or digital experience leadership.
• Proven accountability for large-scale digital revenue performance, customer engagement, and service-experience outcomes.
• Demonstrated success leading cross-functional initiatives across marketing, product, engineering, customer care, loyalty, operations, and commercial teams.
• Experience setting digital product, digital content, and customer experience vision for web, mobile app, mobile web, and service channels in partnership with Product Management, UX, Brand, Hotel-facing, and Technology teams.
• Demonstrated experience managing digital content strategy, governance, quality, and optimization, including hotel- and brand-specific content that supports commerce, servicing, and the end-to-end digital customer journey.
• Significant experience managing senior leaders and building high-performing organizations.

Technical Skills

• Deep expertise in digital experience platforms, digital commerce, mobile app and web experiences, analytics, and customer experience optimization.
• Strong understanding of conversion funnel management, personalization technologies, customer servicing tools, loyalty account management, and service-resolution journeys.
• Familiarity with modern product management frameworks, agile delivery, service design, voice-of-customer programs, and data-driven decision making.
• Understanding of how AI, automation, and digital self-service can improve both customer experience and operational efficiency.

SALARY RANGE:

The salary range for this position is $240,000 to $330,000 annually. 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), as well annual awards of Choice Hotels International common stock through Choice's Long-Term Incentive Plan (LTI Plan).

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