Audience Analytics & Activation Analyst

Sony Interactive Entertainment Inc. (Japan); San Mateo (CA); On-site; USD 136,000 - 205,000; Full time

Job summary

Sony Interactive Entertainment in San Mateo, CA seeks an Audience Business Analyst to join the Audience, Infrastructure, and Measurement (AIM) team. You will shape how we communicate with customers, using first‑party data to drive campaigns and audience activation across global channels.

The role focuses on audience strategy, operations, and activation for Live Service, collaborating with marketing, data science, and product teams.

Qualifications

• Bachelor's degree or equivalent.
• 3 years' experience with relational databases.
• 5 years' marketing operations experience.
• Experience with lifecycle marketing, segmentation, cohort analysis and testing.

Responsibilities

• Collaborate with marketing and agency partners across regions on data to create segments and support campaigns.
• Advise on campaigns using AIM data, analytics, data science models and research.
• Deliver value to audience activation via AIM SCRUM and optimize operations for scale.
• Manage ad-hoc and automated customer lists for global marketing channels.
• Ensure delivery of customer segments to global platforms.
• Partner with Martech teams to translate needs into requirements and enhancements.

Skills

SQL

Lifecycle marketing

Cohort analysis

A/B testing

Multivariate testing

Data-driven

Analytical problem solving

Communication skills

Presentation skills

Gaming passion

Education

Bachelor's degree or equivalent

Tools

Salesforce Marketing Cloud

Domo

Tableau

DMPs

Job description

Sony Interactive Entertainment in San Mateo, CA seeks an Audience Business Analyst to join the Audience, Infrastructure, and Measurement (AIM) team. You will shape how we communicate with customers, using first‑party data to drive campaigns and audience activation across global channels.

The role focuses on audience strategy, operations, and activation for Live Service, collaborating with marketing, data science, and product teams.