Responsibilities

• Strategy & Vision
• Define long-term cultural vision and point of view for youth audiences globally.
• Establish the brand’s key intersection with entertainment, music, fashion, sports
• Identify the cultural territories, behaviors, and signals that will shape the future relevance
• Develop a clear framework for the brand’s authentic expression within culture.
• Cultural Intelligence
• Drive ongoing research into youth culture and gaming culture
• Evaluate cultural spaces, collaborators, creators, and lifestyle categories for strategic fit and impact.
• Marketing Integration & Scale
• Embed cultural strategy across Brand Marketing, Partnerships, Social, Influencer Marketing, Events, and Creative teams.

Requirements

• Bachelor’s degree in marketing, advertising, or a related field
• 15+ years of experience building culturally relevant brands within gaming, entertainment, sports, fashion, music, technology, or consumer lifestyle categories.
• Proven experience defining and driving youth culture strategy for a global brand.
• Deep expertise working with creators, influencers, talent, and cultural partners in social-first environments.
• Strong understanding of Gen Z and emerging youth audiences, including the platforms, communities, and behaviors shaping culture today.
• A genuine interest and/or passion for gaming, entertainment, technology, or digital consumer brands
• Track record of translating cultural insights into breakthrough marketing programs, partnerships, and brand platforms at global scale.
• Experience managing agencies and external partners
• Strong project management abilities, including the capacity to prioritize tasks, meet deadlines, and manage resources effectively
• Experience influencing senior leadership and leading cross-functional teams across multiple regions.

Benefits

• In addition, this role is eligible for SIE’s top-tier benefits package that includes medical, dental, vision, matching 401(k), paid time off, wellness program and coveted employee discounts for Sony products.
• This role also may be eligible for a bonus package.