• Establish and lead the SMB & Local Markets COE: set vision, operating model, roadmaps and success metrics to scale SMB programs across Choice and franchisees • Define multi-year strategies to drive double-digit revenue growth, expand SMB wallet share and increase franchisee-led sales effectiveness • Work across Marketing, Distribution, and Advanced Analytics to assess market opportunities within SMB as well as competitive challenges and advantages • Provide formal and informal coaching, mentorship, and performance management to drive operational excellence and career growth for 5-7 COE employees • Own P&L-relevant outcomes for the COE: revenue growth, unit economics, CAC, conversion, retention and margin on SMB programs • Develop monetization strategies for key franchisee-facing tools and platforms • Partner with Finance to build and maintain financial models, forecasts and scenario plans supporting program investments and vendor economics • Present regular performance reports and strategic updates to senior leadership, including growth opportunities and risk mitigation plans • Own the design, delivery and continual improvement of direct-to-market digital storefronts that make it easy for SMB customers to discover, book and manage stays • Partner with Product, Engineering, UX and Distribution to define platform requirements, prioritize features, and drive agile releases • Develop business intelligence, prospecting and outreach tools that empower franchisees to identify, target and convert SMB customers (e.g., lead lists, firmographic/behavioral scoring, outreach templates, CRM workflows) • Own the strategy, vendor selection, onboarding and performance management of outsourced remote sales teams that execute high-volume SMB outreach and conversion • Define KPIs, SLAs, scripting, training and QA processes for remote teams; monitor performance and drive continuous improvement through coaching and process changes • Ensure seamless handoffs between remote teams, franchisees and Choice operations to optimize customer experience.