Reinventing the voice of a legacy brand

When OpenTable launched in 1998, it changed how people made restaurant recommendations. Fast forward 25+ years, and the market looks a little bit different. From editorial outlets to competing reservation companies, there are more brands than ever vying to talk to consumers about where to eat—so brand voice is more important than ever.

My role: Copy director for all B2C communications with occasional detours into the B2B world. Responsible for managing one writer to create weekly copy for OpenTable’s social and email channels, and created copy for everything from Meta ads to in-product copy to video scripts, and even the occasional billboard. Onboarded and mentored the B2B content team to ensure consistency in brand voice, and also worked with the PR team to launch an executive social account and draft speeches for our CEO.