Responsibilities

• Develop and evolve PlayStation's 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.

Requirements

• 10-12+ years of experience in influencer marketing, creator strategy, talent partnerships, brand marketing, integrated marketing, entertainment marketing, or social-first audience strategy.
• Bachelor's 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.

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.