Why Sony Interactive Entertainment?
Sony Interactive Entertainment isn’t just the Best Place to Play — it’s also the Best Place to Work. Sony Interactive Entertainment (SIE) is the company behind the PlayStation brand. As a subsidiary of Sony Group Corporation, we’re 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.
Role Overview:
The Senior Influencer Planning Manager is a hands-on strategic planner responsible for translating PlayStation's global influencer approach into clear, actionable plans across priority games, hardware, services, sponsorships, brand campaigns, and cultural moments.
This role will support portfolio prioritisation, audience and creator plans, global/local processes, measurement, and investment recommendations that enable the broader Influencer Partnerships team to execute with greater clarity, consistency, and impact.
Working closely with Influencer Partnerships, Brand, Media, Studios, Social, PR/Communications, Insights & Analytics, agencies, and local market teams, this role connects the planning approach to execution through strong briefs, planning tools, recommendations, and cross-functional coordination.
What you'll be doing:
Influencer Planning
- Develop planning documents, campaign frameworks, and recommendations for priority initiatives, translating audience objectives, business priorities, and cultural opportunities into actionable influencer plans.
- Maintain planning calendars, portfolio roadmaps, intake inputs, and decision materials across influencer workstreams.
- Partner with internal insights teams, agency partners, local teams, and activation leads to synthesise research into clear planning implications.
Portfolio Prioritisation & Investment Strategy
- Support assessment of the appropriate influencer support model by initiative, including full-service, lighter-touch, locally led, agency-supported, or playbook-enabled approaches.
- Build planning inputs for investment and resource recommendations, balancing business impact, cultural opportunity, audience reach, market needs, and historical learnings.
Global / Local Planning Model
- Coordinate early local market inputs, creator recommendations, market nuances, and feedback loops, translating them into clear global planning outputs.
- Maintain shared ways of working, planning templates, and governance that drive global consistency while supporting local relevance.
Measurement, Learning & Cross-Functional Partnership
- Maintain KPI, reporting, and learning frameworks and translate campaign performance into actionable recommendations for future planning.
- Build and maintain planning tools, playbooks, and knowledge resources that improve speed, clarity, and consistency.
- Create concise stakeholder updates and leadership readouts, partnering cross-functionally to resolve planning needs and improve execution readiness.
What we're looking for:
- 7+ years of experience in influencer marketing, creator strategy, brand planning, social strategy, entertainment marketing, digital marketing, or integrated campaign planning.
- Bachelor's degree in marketing, communications, advertising, business, or a related field; equivalent experience considered.
- Strong understanding of the creator landscape, social platforms, gaming communities, entertainment culture, youth audiences, and emerging platform behaviours.
- Experience translating audience insights, cultural signals, creator trends, and business priorities into clear campaign strategies and planning recommendations.
- Experience supporting portfolio prioritisation, investment planning, measurement, and global/local ways of working in a complex or matrixed organisation.
- Strong project management and communication skills, with the ability to manage multiple workstreams and synthesise complex information into clear presentations and recommendations.
- Comfort working with KPIs and campaign performance data and translating results into practical planning implications.
- Collaborative working style with the ability to build trust across activation teams, local markets, agencies, and cross-functional stakeholders.
- AI fluency or willingness to rapidly adopt AI-enabled tools for research, trend scanning, reporting, knowledge management, and planning efficiency.
- Highly organised, proactive, and comfortable operating in a fast-paced environment with shifting priorities and high-visibility initiatives.
- Genuine passion for PlayStation, gaming, creators, entertainment, sports, youth culture, and the broader cultural landscape.
Benefits:
- Discretionary bonus opportunity
- Hybrid working model (FlexModes)
- Private Medical Insurance
- Dental Scheme
- 25 days holiday per year
- On Site Gym
- Subsidised Café
- Free soft drinks
- On site bar
- Access to cycle garage and showers
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 our Candidate Privacy Notice for 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.
Skills Required
- 7+ years of experience in influencer marketing, creator strategy, brand planning, social strategy, entertainment marketing, digital marketing, or integrated campaign planning
- Bachelor's degree in marketing, communications, advertising, business, or a related field; equivalent experience considered
- Strong understanding of the creator landscape, social platforms, gaming communities, entertainment culture, youth audiences, and emerging platform behaviors
- Experience translating audience insights, cultural signals, creator trends, and business priorities into campaign strategies and planning recommendations
- Experience supporting portfolio prioritization, investment planning, measurement, and global/local processes in a complex or matrixed organization
- Strong project management and communication skills, including managing multiple workstreams and synthesizing complex information into presentations and recommendations
- Experience working with KPIs and campaign performance data and translating results into planning recommendations
- Ability to collaborate with activation teams, local markets, agencies, and cross-functional stakeholders
- AI fluency or willingness to adopt AI-enabled tools
- Highly organized, proactive, and comfortable working in a fast-paced environment with shifting priorities
- Passion for PlayStation, gaming, creators, entertainment, sports, youth culture, and broader cultural trends
PlayStation Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about PlayStation and has not been reviewed or approved by PlayStation.
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Healthcare Strength — The package includes medical, dental, vision, prescription coverage, mental wellbeing programs, disability, and life insurance. Feedback suggests coverage breadth is a consistent strength that helps anchor overall comp satisfaction.
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Retirement Support — U.S. offerings include a 401(k) with a company match along with student‑loan repayment and a college‑savings plan match. These financial supports are positioned as strong additions to total compensation.
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Parental & Family Support — Offerings include paid parental and family‑care leave, fertility and family‑forming support, backup care, and child developmental resources. Feedback suggests these programs are valued and contribute to a well‑rounded package.
PlayStation Insights
What We Do
PlayStation has been at the forefront of interactive and digital entertainment since the debut of our first console in 1994. Our products delight millions across the world through incredible games, cutting edge experiences and access to many types of media. This commitment to amazing our fans is at the core of who we are and one we share with Sony Corporation, internationally known as a leader in music, movies and consumer electronics. We can only achieve this goal by welcoming talented people and empowering them to do their best work. From game developers to data scientists, software engineers to cybersecurity experts, marketing to accounting and finance professionals, we’re always looking for talented people who share a passion for creating and our commitment to delivering amazement.
