Senior Director, Advertising & Creative Strategy at Choice Hotels International
Amy Ziegenfuss is a seasoned marketer, with 20 years of experience building global brands and driving digital commerce through high-impact advertising and marketing across broadcast, digital, print, social and search. She has experience working in the US and in Europe, leading global teams and advertising campaigns across North America and EMEA, in public companies and franchise organizations.
Currently, Amy leads advertising and creative strategy for Choice Hotels, where she led the team that relaunched the Choice Hotels brand and visual identity via an emotionally-founded advertising campaign platform across TV, radio, digital, mobile and social designed to grow brand awareness and drive direct online bookings. She oversees the national advertising strategy and campaign implementation ongoing for Choice, and she leads multicultural marketing across the organization, including African American, Hispanic and LGBT segments. She oversees the company’s external and internal agency relationships and she is also responsible for leading Choice’s social strategy, in which capacity she developed and launched Choice’s first fully-integrated social campaign.
When she was based in Europe for Choice, Amy led pan-European marketing efforts including the strategic planning, creative development and campaign management of offline and online advertising and marketing to build brand awareness and drive bookings for Choice’s Comfort, Quality and Clarion brands in the UK and across Europe.
Prior to joining Choice, Amy held marketing roles at a variety of organizations including MoneyGram International in London, a DC-area hospital, a research foundation and an agency. Amy has a BA in Communications from Hood College in Frederick, MD, and an MBA from George Washington University, in Washington, DC. She spent 7 years living and working in London, and is a keen traveler, reader, diver, horse rider and cook.