VP, Upscale Brand Management (Hospitality)

Location: North Bethesda, Maryland, at the Pike & Rose corporate headquarters; the position requires travel as business needs dictate.

Salary: $250,000–$300,000 annually, plus eligibility for an annual bonus and long-term incentive stock awards.

Company

hirify.global is a global lodging franchisor with 7,500 hotels across 45+ countries and territories, operating brands across upscale, midscale, extended-stay, and economy segments.

What you will do

• Own the long-term strategy, performance, and growth plans for the seven-brand Upscale portfolio.
• Set strategic direction for individual brands, strengthening competitive positioning, owner value propositions, guest experience, and portfolio growth.
• Monitor financial, commercial, operational, brand-compliance, guest, and portfolio performance metrics and translate insights into action.
• Partner with marketing, commercial, franchise development, loyalty, technology, operations, and other functions to execute multi-year brand plans.
• Build relationships with current and prospective franchisees, owners, operators, industry stakeholders, and internal executive partners.
• Lead, coach, and develop a high-performing team while building talent pipelines and succession plans.

Requirements

• At least 10 years of progressively responsible operational experience with a major hotel group or hotel management company, including General Manager and above-property leadership experience.
• At least 5 years of upscale hotel management and operational experience.
• Experience with P&L accountability for a multi-unit portfolio and a track record of driving growth, business change, and profitability.
• Experience leading and influencing within complex, matrixed organizations and collaborating with senior leaders and external stakeholders.
• Advanced financial and analytical skills, including budgeting, forecasting, portfolio performance analysis, and data-supported decision-making.
• Bachelor’s degree in Hotel Management, Business Management, or a related field, or an equivalent combination of education and experience.

Nice to have

• Master’s or postgraduate degree.
• Experience with hotel franchise business models, owner economics, brand strategy, and portfolio performance.
• Proficiency with Microsoft Word, Excel, PowerPoint, and Outlook.

Culture & Benefits

• Medical, dental, and vision coverage.
• Paid holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious-observance leave.
• Retirement and health savings benefits.
• Employee recognition programs and discounts at Choice hotels worldwide.
• Leadership principles centered on intention, authenticity, growth, delivery, integrity, curiosity, and respect.