Marketing Director, Brand Culture

San Mateo, CA (Remote)

$212K/yr – $318K/yrSenior Level15+ years expFull time

Posted 6 days ago

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Job Summary

Owns the development of a global youth culture strategy for PlayStation, shaping long-term cultural vision, partnerships, and scalable activations across marketing and creative teams.

Own the cultural strategy across entertainment, fashion, sports, and gaming.
Lead research and intelligence on youth and gaming cultures.
Collaborate with Brand Marketing, Partnerships, Influencers, Events, and Creative to measure impact and drive global platforms.

Job Description

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.