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CRM Manager (UK/ Germany)

This job is no longer available

Open Table
14 May 2014
18 May 2014
Job Function

Further information


Reporting to the Head of Consumer Marketing, Europe, the CRM Manager for Germany will be responsible for driving reservation frequency and deepening engagement of existing OpenTable diners, primarily in Germany. However, knowledge, experience and learnings will often be called upon to be shared and implemented in other international markets. The role will utilise both traditional and new marketing channels to communicate with and create a dialogue with consumers through marketing and transactional emails, SMS/push messaging, loyalty programmes and on-site messaging among others. However, email is a key driver. This person will participate in the overall customer contact strategy and plan to optimise lifetime value. S/he will analyse user behaviour and historic programme performance and recommend marketing strategies and tactics that will increase customer lifetime value.

A passion for marketing, particularly data driven marketing, a strong numerate competence, a dedication to exceptional performance, combined with a excitement for technology and a love food, will help an individual thrive in this fast-paced work environment.

Key responsibilities:

  • The execution of the OpenTable email strategy in Germany; creating localised, personalised communications that engage diners and prompt reservations
  • Optimise email programmes for different viewing experiences – mobile, desktop and tablet
  • Oversee the Email Service Provider (ESP) relationship
  • Track and analyse programme results and improve performance based on learning, including owning key metrics and reporting around recency, frequency, engagement and lifetime value of the OpenTable diner base
  • Work with internal and external partners to identify and promote relevant events and offers that drive reservations and increase perceived value of OpenTable among diners
  • Manage 3rd party monetisation opportunities for email programmes
  • Develop and manage dining promotions that generate incremental reservations
  • Develop and implement new diner communication programmes, including push marketing via OpenTable’s mobile apps
  • Develop lifecycle marketing programmes, including winback, recognition and referral programmes
  • Leverage social media channels to deepen relationships with diners and drive usage of OpenTable properties
  • Loyalty programme
  • Manage our calendar of competitions and promotions
  • Support our partnerships team with managing information delivery to our network of key affiliates
  • Assisting with site promotions and campaigns such as Restaurant Weeks, Partnerships, Diner’s Choice programme and more


Desired experience:

  • Ideally educated to degree level (or equivalent), preferably in a marketing qualification
  • Several years of CRM marketing experience with a demonstrated track record of driving results; email marketing experience essential
  • Hands-on and in-depth experience using Email Service Provider (ESP) platforms such as Silverpop, Exact Target, Maxemail etc.
  • Setup, management and optimisation of data handling/exchange between internal databases/data warehouses and external ESPs/third party vendors
  • Deployed consumer email campaigns, building trigger-based or automated programmes
  • Managed an ESP relationship and creative/production team, including data integration and scaling
  • HTML, basic front-end coding for email incl. both desktop and mobile
  • Development of new ROI-positive email programmes
  • Proven track record of social media marketing and push marketing would be beneficial
  • Web analytics suite experience; Omniture would be a bonus
  • Well versed in German data protection law
  • Strong business acumen with a knowledge of budgets a plus
  • Copy-writing experience


  • Excellent verbal and written communication in both English and German
  • Numerate and analytical self-starter with strong technical competence
  • Some knowledge in graphic design, including Photoshop and Dreamweaver
  • Efficient, highly productive multi-tasker; flexible and thrives in entrepreneurial environment
  • Superior project and programme management skills; results-focus with superb execution and follow-through; detail-oriented
  • Proficiency with all Microsoft Office applications, extensive Excel knowledge is desired
  • Passion for food/dining at OpenTable is always welcome


The OpenTable Marketing team is made up of people with a passion for dining out and helping restaurateurs succeed. We work collaboratively with all functional areas and across North America, the UK, Germany and Japan. We love finding new ways to spread the word about the exciting stuff we’re working on for diners and restaurateurs. Whether in meetings, out in the field, or sharing drinks, we mix creativity with practicality to drive results.

Company benefits:

- Employee Assistance Programme
- Health and dental insurance
- Life assurance/ Income protection
- Subsidised child care vouchers
- Subsidised gym membership (Virgin Active £40 per month)
- Cycle to work scheme
- Season-ticket loan
- Pension Scheme


OpenTable is proud to be an Equal Employment Opportunity
To apply for the role, please attach your CV with a covering note & salary expectations by clicking the Apply now button

Open Table