Growth Marketing & User Acquisition

Sony Playstation; Southwestern Ontario; On-site; CAD 102,000 - 152,000; Full time

Job summary

Sony Interactive Entertainment is hiring a Growth Marketing & User Acquisition lead in Waterloo, Ontario. You will define and execute growth strategies for new mobile and web experiences, driving acquisition, activation, and long-term engagement for a globally recognized gaming brand.

You will manage multi-channel campaigns, budgets, and measurement frameworks while collaborating with Product, Design, and Engineering to optimize onboarding and retention across screens and ecosystems.

Qualifications

• 5+ years in growth marketing, user acquisition, or related field.
• Bachelor's Degree or equivalent practical experience.
• Proven experience developing growth strategies for digital products.
• Experience managing paid acquisition campaigns across channels.
• Strong understanding of CAC, CPI, CPA, ROAS and LTV.
• Hands-on knowledge of analytics, attribution, and experimentation.

Responsibilities

• Define and own growth marketing and user acquisition strategy for new mobile and web experiences.
• Plan and optimize campaigns across paid social, search, video, and emerging channels.
• Own budgets, forecasts, pacing, and performance balancing growth with efficiency.
• Develop full-funnel measurement covering acquisition, activation, retention, and engagement.
• Collaborate with Product, Design, and Engineering to improve onboarding and growth loops.
• Lead app-store and landing-page optimization and localization efforts.

Skills

Growth marketing

User acquisition

Performance marketing

Analytical skills

Cross-functional collaboration

Budget management

Education

Bachelor's Degree

Tools

Mobile measurement platforms

Analytics tools

Attribution

Job description

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.

Growth Marketing & User Acquisition

Waterloo, ON

Build what’s next for players.

We’re a startup inside Sony PlayStation: fast‑moving, experimental, and highly ambitious, while backed by the scale, resources, and trust of Sony Interactive Entertainment.

We’re building new mobile and web experiences that help gamers connect, discover, and play together in better ways. This is a rare opportunity to build at startup speed and drive meaningful impact inside one of the world’s most recognized gaming companies.

We are seeking a Growth Marketing & User Acquisition to define how our new products find, convert, engage, and retain their first audiences.

In this role, you will own growth marketing and user acquisition strategy from early audience research and pre‑launch testing through launch, optimization, and scale. You will work hands‑on across channel strategy, campaign execution, creative testing, audience development, measurement, and budget management.

You will collaborate closely with Product, Design, and Engineering teams. You will bring user and campaign insights back into the product‑development process, helping the team improve acquisition, onboarding, activation, engagement, and long‑term growth.

Responsibilities

• Define and own the growth marketing and user acquisition strategy for new mobile and web experiences, from pre‑launch audience validation through launch and scale.
• Develop target audience, market, positioning, channel, and campaign strategies utilizing user research, behavioural data, competitive insights, and campaign performance.
• Plan, launch, and continuously optimize performance marketing campaigns across paid social, search, video, programmatic, app‑install, and emerging acquisition channels.
• Own campaign budgets, forecasts, pacing, allocation, and performance, balancing growth, efficiency, experimentation, and long‑term player value.
• Establish a full‑funnel measurement framework covering acquisition, conversion, activation, retention, engagement, referral, and long‑term value.
• Work with engineers to develop attribution approaches, dashboards, cohort analyses, forecasts, incrementality tests, and lifetime‑value models.
• Build a high‑velocity creative testing program, translating audience and performance insights into creative hypotheses, briefs, test plans, and actionable learnings.
• Collaborate with Product, Design, and Engineering to identify opportunities across onboarding, conversion, referral, re‑engagement, and other product‑led growth loops.
• Lead app‑store, landing‑page, and acquisition‑funnel optimization, including messaging, creative assets, localization, and conversion experimentation.
• Develop integrated go‑to‑market plans in partnership with PlayStation Brand, Partnerships, and owned‑channel teams.
• Manage relationships with influencers, media agencies, creative partners, platforms, vendors, and other external partners, ensuring strong execution and accountability.
• Monitor changes across media platforms, consumer behaviour, privacy, measurement, and the competitive landscape, adapting the strategy as needed.
• Communicate growth plans, performance results, opportunities, risks, and recommendations clearly to cross‑functional and leadership stakeholders.

Requirements

• 5+ years of professional experience in growth marketing, user acquisition, performance marketing, digital marketing, or a closely related discipline.
• Bachelor's Degree or equivalent practical experience.
• Proven experience developing and executing growth or user acquisition strategies for a consumer mobile app, game, social product, marketplace, subscription service, or other digital product.
• Demonstrated success managing and optimizing paid acquisition campaigns across multiple performance marketing channels.
• Hands‑on knowledge of campaign setup, audience targeting, bidding, budget pacing, creative optimization, and performance reporting.
• Strong understanding of acquisition and product‑funnel metrics, including CAC, CPI, CPA, conversion rate, ROAS, retention, payback period, and lifetime value.
• Experience with mobile and web analytics, attribution, mobile measurement partners, and campaign experimentation.
• Proven ability to build structured creative testing programs and turn performance data into actionable creative recommendations.
• Strong analytical and quantitative skills, with the ability to interpret campaign, cohort, and behavioural data and translate it into clear decisions.
• Experience managing meaningful marketing budgets and developing forecasts, scenarios, and investment recommendations.
• Strong cross‑functional collaboration skills and experience working closely with Product, Design, and Engineering.
• Experience managing influencers, agencies, vendors, media partners, or external creative partners.
• Ability to operate independently, set priorities, and create structure in an ambiguous, technically complex, fast‑moving environment.
• Clear written, verbal, and presentation skills, including the ability to communicate performance results and recommendations to stakeholders.

Bonus

• Experience driving growth for social, community, communications, creator, or network‑driven consumer products.
• Experience in gaming, mobile games, entertainment, or another highly engaged digital consumer category.
• Deep knowledge of player behaviours, gaming culture, audience motivations, and industry trends.
• Experience taking a new product from pre‑launch testing or soft launch through broader market launch and scale.
• Experience with app‑store optimization, landing‑page optimization, localization, and international campaign expansion.
• Familiarity with lifecycle marketing, CRM, push notifications, referral programs, re‑engagement, and retention campaigns.
• Experience developing influencer, creator, community, partnership, or organic acquisition programs.
• Previous experience at an early‑stage startup or on a zero‑to‑one product team.

At SIE, we consider several factors when setting each role’s base pay range, including the competitive benchmarking data for the market and geographic location.
Please note that the base pay range may vary in line with our hybrid working policy and individual base pay will be determined based on job‑related factors which may include knowledge, skills, experience, and location.

The estimated Ontario base pay range for this role is listed below.

$102,300 — $152,300 CAD

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.