Organic Social Manager

With millions of diners, 60,000+ restaurant partners and 25+ years of experience, OpenTable, part of Booking Holdings, Inc. (NASDAQ: BKNG), is an industry leader with a passion for helping restaurants thrive. Our world-class technology empowers restaurants to focus on what matters most – their team, their guests, and their bottom line – while enabling diners to discover and book the perfect restaurant for every occasion. 

Every employee at OpenTable has a tangible impact on what we do and how we do it. You’ll also be part of a global team and its portfolio of metasearch brands. Hospitality is all about taking care of others, and it defines our culture.

Role Summary

OpenTable for Restaurants is seeking a creative and strategic contractor to manage and grow our new organic social presence—starting with Instagram (@opentableforrestaurants) and with the opportunity to expand to other platforms like YouTube and TikTok over time. This role will be instrumental in establishing this B2B-focused Instagram account as the "front door" for restaurant owners, operators, and industry professionals to connect with OpenTable. The primary goal is to turn our Instagram account into a dynamic, educational sales tool that builds community and drives brand authority within the hospitality industry.

The ideal candidate will have a deep understanding of social media’s evolving features and a proven track record of creating engaging, brand-aligned content. They must be able to tell compelling stories via visual, easily digestible content and translate complex B2B topics and thought leadership into engaging, snackable content that resonates with both existing and prospective restaurant partners.

Key Responsibilities

• Multi-Chanel Social Content Strategy: Develop and own the content strategy and content calendar across B2B organic social channels—starting with Instagram, with potential expansion into LinkedIn, YouTube, TikTok, and others. This means ensuring content aligns with key areas of interest for restaurateurs, such as operational best practices, editorial restaurant features, industry trends, technology insights, and thought leadership.

• Follower Growth: Develop and execute a strategy to increase visibility of the @opentableforrestaurants Instagram account, grow the account following, and build a high-quality, engaged community from the ground up. 

• Content Creation & Publishing: Create and publish engaging content tailored to each channel, including:

  • Short-form videos (Reels, TikTok, YouTube): Produce and share high-quality, short-form video content that educates and entertains, such as quick tips, "day in the life" features, and trend analysis.

  • Static & Carousel posts: Design, write, and publish posts that tell the story of our restaurants and brand, break down complex topics (e.g., data from OpenTable's industry reports, tips on managing guest reviews, etc.) into easily digestible formats, highlight product capabilities, and more.

  • Stories & Highlights: Drive real-time engagement and highlight key, timely information through Stories, and organize and maintain Highlights to serve as a valuable, evergreen content hub.

• Community Engagement: Serve as the voice of OpenTable for Restaurants, actively engaging with followers, responding to comments and direct messages, and fostering a community of restaurateurs. Proactively monitor industry conversations and engage with relevant accounts to increase brand visibility.

• Thought Leadership Amplification: Partner with the B2B Content team to translate long-form thought leadership (e.g., blog posts, reports, webinars) into visually appealing and snackable Instagram content, with the goal of driving traffic to longer-form assets.

• Sales Enablement: Position Instagram as a pipeline driver by embedding clear and compelling calls-to-action (CTAs) that guide prospects to relevant resources, product pages, or sales contact forms. Optimize link-in-bio CTAs to maximize inbound interest.

• Performance Reporting: Track and analyze performance. Report out on insights regularly and use data to continually refine and optimize the content & posting strategy.

• Trend Monitoring: Stay up-to-date on the latest social media trends and best practices to ensure OpenTable's social media presence remains relevant and effective. 

• Collaborate with external partners: Communicate with external restaurant partners to develop engaging content that resonates with the restaurant audience. 

Qualifications

• 5-7 years of proven experience managing an Instagram account for a B2B brand, with a portfolio of successful campaigns.

• Deep understanding of the Instagram platform, including Reels, Stories, Carousels, and the latest algorithm changes.

• Exceptional content creation skills, with the ability to write engaging copy and create visually appealing graphics or videos.

• Strong knowledge of the restaurant and hospitality industry, including the challenges and needs of restaurant owners and operators.

• Experience in social media analytics and reporting.

• Creative, self-starter with the ability to work independently and manage deadlines.

• Excellent communication and collaboration skills to work effectively with the broader marketing team.

• Proficiency with design tools (e.g., Figma, Canva, Adobe Creative Suite) and video editing software (e.g., CapCut, Premiere Pro).

There are a variety of factors that go into determining a salary range, including but not limited to external market benchmark data, geographic location, and years of experience sought/required. The range for this Canada based role is $70,000-85,000 CAD.

Work Environment & Flexibility

At OpenTable, we pride ourselves on fostering a global and dynamic work environment. As a team member with us, you will benefit from a schedule tailored to accommodate a global workforce operating across multiple time zones. While the majority of your responsibilities may align with conventional business hours, there will be instances where you are expected to manage communications - via calls, Slack messages, or emails - outside of regular working hours to effectively collaborate with international colleagues, respond to restaurant partners, and/or address urgent matters. OpenTable will always abide by and consider local laws and regulations.

Inclusion

We’re committed to creating a workplace where everyone feels they belong and can thrive. We know the best ideas come when we bring different voices to the table, so we're building a team as dynamic as the diners and restaurants we serve—and fostering a culture where everyone feels welcome to be themselves.

If you need adjustments during the application or interview process, or on the job, we’re here to support you. Please reach out to your recruiter to request any accommodations.

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