Director, Consumer Insights
Who are we looking for?
Choice Hotels, one of the world's largest lodging franchisors, has an exciting new opportunity as our Director, Consumer Insights
in the Data & Analytics Department. As a key member of our Data & Analytics team you understand that data is the new currency and that as Choice looks to build on our corporate performance, data plays a key role in our success. This role is pivotal in shaping the future of Choice Hotels by driving innovative research strategies and surfacing transformative insights across various domains, including Brands, Loyalty, Marketing, Guest Strategy, and Franchisee Satisfaction. As the head of Consumer Insights, you will be at the forefront of influencing strategic decisions, enhancing the guest experience, and fostering a culture of customer-centricity. Your work will directly impact the company's growth and success, making you a key player in the evolution of Choice Hotels. We invite you to apply today for our FP&A Manager role today and #MakeItYourChoice .
Your Responsibilities
Design and implement qualitative and quantitative research projects and methodologies, including focus groups, interviews, surveys, diary studies, and advanced quantitative methods like max diff, conjoint, and drivers analyses.
Analyze first-party and third-party data along with primary research to identify trends, patterns, and key drivers that inform strategic decisions.
Communicate research findings and insights through written reports and oral presentations to senior management and other stakeholders.
Use storytelling techniques to make data-driven insights compelling and actionable. Craft engaging narratives that highlight the significance of research findings and drive strategic decisions.
Lead strategic research initiatives to inform long-term investments and corporate strategies.
Develop and foster strong partnerships with other Choice Hotels business stakeholders and serve as a trusted SME for insights.
Monitor and analyze market trends, consumer behaviors, sentiments, and preferences to support product development decisions and shape marketing actions.
Collaborate with other insights and analytic functions such as Data Science and Marketing Analytics teams to enhance insights and create a holistic view of the customer.
Own and manage Choice's Brand Health Tracking Program, from survey optimizations to surfacing insights and recommendations for brand strategy.
Own the strategy for Choice's Industry Tracking study, ensuring that the methodology and weighting approach lead to reliable and representative data, and delivering proactive insights to the business.
Oversee Choice's panel of 15,000 Choice Privileges members, leveraging insights from this panel to enhance customer understanding and engagement.
Evaluate and implement new and emerging research tools and methodologies to ensure that approaches remain best in class. Regularly audit tools and build business cases to secure funding as needed.
Your Experience, Skills & Competencies
Bachelor's degree in Marketing Research, Business Analytics, Statistics, or a related field.
Minimum of 8 years of experience leading primary research methods including surveys, focus groups, diary studies, in-depth interviews, and advanced quantitative methods like max diff, conjoint, and drivers analyses.
Strong analytical skills with the ability to develop and validate hypotheses through data analysis
Able to distill complex business questions into clear research approaches and actionable insights.
Excellent storytelling abilities; able to connect insights and present them in a compelling manner through strong writing, speaking, and communication skills.
Natural curiosity, consistently asking probing questions and seeking detailed understanding to generate innovative ideas.
Experience integrating primary research with both first-party customer data and third-party data sources to present the full picture.
Proven leadership skills with a track record of coaching and providing constructive feedback to support team members' career growth.
Experience engaging with and influencing senior leadership, recognized as a Subject Matter Expert in research and insights.
Expertise in Excel, SPSS, or other analytics tools, along with proficiency in the MS suite of tools (e.g., PowerPoint, Word).
Highly organized and capable of managing multiple projects and stakeholders effectively.
Background in hospitality preferred
Your Team
This is a leadership role that will report to the Vice President, Business Insight & Analytic Services.
Salary Range
The salary range for this position is $155,000 to $165,000 annually, and is eligible for an annual bonus.
The pay range listed is for this position and is what Choice Hotels reasonably expects to pay. We 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.
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 nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories, with 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. We're the hotel company for those who choose to bet on themselves - the underdog, 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, MD and St. Louis Park, MN as well as our technology center in Scottsdale, AZ, 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 more than 18,000 franchise owners, which propels us forward - giving our work at Choice a purpose larger than our business.
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PLEASE NOTE: This role is not eligible for sponsorship *
Ability to model Choice's Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.
