Sr Manager, Influencer Planning

Why Sony Interactive Entertainment

Sony Interactive Entertainment isnt just the Best Place to Play its also the Best Place to Work. Sony Interactive Entertainment (SIE) is the company behind the PlayStation brand. As a subsidiary of Sony Group Corporation were part of a proud legacy of innovation and excellence. SIE is a dynamic technology company delivering cutting-edge hardware and network services to more than 100 million people and an entertainment leader home to some of the most beloved and recognizable intellectual properties (IP) in the world. Our role at SIE is to create and nurture the experiences under the PlayStation brand a name synonymous with entertainment excellence and creativity.

• Develop and evolve PlayStations global influencer planning framework across priority portfolio moments.
• Translate audience objectives business priorities and cultural opportunities into clear influencer strategies and recommendations.
• Define integrated approaches across paid earned creator advocacy Playmakers talent partnerships events sponsorships and local activation.
• Establish consistent briefs planning calendars inputs and decision-making frameworks across influencer workstreams.

• Build a consistent view of priority audiences creator archetypes communities platforms and cultural behaviors relevant to PlayStation.
• Identify emerging creator gaming entertainment sports youth culture and platform trends partnering with Insights and Analytics to translate them into actionable strategy.

• Define where influencer support should be full-service lighter-touch locally led agency-supported or enabled through scalable playbooks.

• Develop investment and resource recommendations across priority initiatives balancing business impact cultural opportunity audience reach and available resources.

• Build and maintain a global planning model that incorporates local market expertise and establishes clear roles inputs briefing expectations and feedback loops.
• Drive global consistency while enabling local cultural relevance platform nuance and creator-market fit.

• Define KPI reporting and learning frameworks that measure audience impact cultural relevance creator advocacy engagement efficiency and business contribution.
• Translate campaign performance and learnings into future planning recommendations in partnership with activation leads agencies Analytics and local markets.
• Serve as a strategic partner to cross-functional teams and senior leadership providing clear recommendations on influencer opportunities priorities investment and tradeoffs.
• Build tools templates AI-enabled workflows and operating rhythms that improve speed clarity and scalability across the function.

• 10-12 years of experience in influencer marketing creator strategy talent partnerships brand marketing integrated marketing entertainment marketing or social-first audience strategy.
• Bachelors degree in marketing advertising communications business or a related field; equivalent experience considered.
• Proven experience developing global influencer programs for major consumer brands entertainment companies gaming companies studios agencies platforms or technology brands.
• Deep understanding of the creator economy social platforms gaming communities youth culture talent/influencer models and the behaviors shaping cultural relevance today.
• Strong strategic planning capability including audience definition portfolio prioritization brief development measurement frameworks and investment recommendations.
• Experience building operating models planning processes playbooks and cross-functional ways of working in complex matrixed organizations.
• Strong executive communication skills including the ability to synthesize complex information into clear recommendations and persuasive exec-level presentations.
• Demonstrated ability to influence senior stakeholders and partner effectively across Brand Product Marketing Studios Local Markets PR/Comms Social Media Legal Finance Procurement and agency teams.
• Strong analytical orientation with the ability to define KPIs interpret campaign results identify learnings and translate data into future planning decisions.
• AI fluency or willingness to rapidly adopt AI-enabled workflows for cultural trend scanning creator discovery reporting knowledge management and planning efficiency.
• Highly organized proactive and comfortable operating in a fast-paced environment with competing priorities confidential information and high-visibility initiatives.
• Genuine passion for gaming entertainment creators sports youth culture and the PlayStation brand.

Please note Sony Interactive Entertainment conducts background checks at the offer stage for all new employees (which may include criminal background checks for some roles) and will need to process personal information to support these checks.

Please refer to ourCandidate Privacy Noticefor more information about what personal information we collect how we use it who we share it with and your data protection rights.

Equal Opportunity Statement:

Sony is an Equal Opportunity Employer. All persons will receive consideration for employment without regard to gender (including gender identity gender expression and gender reassignment) race (including colour nationality ethnic or national origin) religion or belief marital or civil partnership status disability age sexual orientation pregnancy maternity or parental status trade union membership or membership in any other legally protected category.

We strive to create an inclusive environment empower employees and embrace diversity. We encourage everyone to respond.

Sony Interactive Entertainment is a Fair Chance employer and qualified applicants with arrest and conviction records will be considered for employment.