Audience Business Analyst

Sony Playstation; San Mateo (CA); On-site; USD 136,000 - 205,000; Full time

Benefits offered by this job

Medical

Dental

Vision

401(k) matching

Paid time off

Wellness program

Employee discounts

Job summary

Sony Interactive Entertainment in San Mateo, CA is seeking an Audience Business Analyst to own audience strategy and activation for Live Service campaigns. You will leverage first‑party data to shape personalized marketing across global channels.

Strong SQL, data analytics, and BI tool experience are required. You’ll collaborate with marketing, product, and engineering teams and help scale operations while driving measurable audience outcomes.

Qualifications

• Collaborate with partners across regions and cultures.
• Experience with marketing platforms across email, paid media and custom tools.
• Experience with martech/adtech platforms (Salesforce Marketing Cloud, DMPs, Publisher and Social Partners, etc).
• Executed analysis projects related to lifecycle marketing, targeting segmentation strategies, cohort analysis and tracking, churn prevention, A/B and multivariate tests, and reporting dashboard design and development.
• 5 years' marketing operations experience.

Responsibilities

• Collaborate with marketing and agency partners across all marketing regions as the subject matter expert on our ecosystem of data to create custom segments and support campaign executions supporting player acquisition, ongoing engagement, and retention
• Advise partners on campaigns, using data-based insights from AIM, marketing analytics, data science models, and consumer research
• Work as part of our AIM SCRUM team to deliver value to audience activation, while also analyzing and employing operational optimizations that bring our operations to scale across all our owned and paid marketing channels
• Manage ad-hoc and automated customer lists to power PlayStation’s digital marketing channels globally
• Ensure the efficient and successful delivery of all customer segments to global marketing platforms
• Partner with Martech product teams to translate business needs into actionable requirements and feature enhancements for marketing platforms.

Skills

SQL

Data analysis

Communication

Collaboration

Education

Bachelor’s degree or equivalent

Tools

Domo

Tableau

Salesforce Marketing Cloud

DMPs

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.

Audience Business Analyst

San Mateo, CA (Collab)

In this role you will be an analyst on SIE’s Growth, Media, and Omnichannel Marketing team; specifically, as a part of the Audience, Infrastructure, and Measurement (AIM) team. You will play a vital role in shaping and evolving the way we communicate with our consumers. AIM Analysts bring a diverse range of expertise, spanning SQL development and audience strategy to product leadership and process optimization. While AIM analysts have clear areas of expertise, every member of the team has the opportunity to learn and grow new skills outside of their specialty by contributing to all areas of AIM.

We are looking to fill a new Audience Business Analyst role on the AIM team, specializing in audience strategy, operations, and activation for our Live Service business. You will further enable our global marketing organization to use our first party data to put the customer first in all our marketing communications. Together as gamer and customer experience advocates, we can show how PlayStation is truly the Best Place to Play!

Primary Responsibilities

• Collaborate with marketing and agency partners across all marketing regions as the subject matter expert on our ecosystem of data to create custom segments and support campaign executions supporting player acquisition, ongoing engagement, and retention
• Advise partners on campaigns, using data‑based insights from AIM, marketing analytics, data science models, and consumer research
• Work as part of our AIM SCRUM team to deliver value to audience activation, while also analyzing and employing operational optimizations that bring our operations to scale across all our owned and paid marketing channels
• Manage ad‑hoc and automated customer lists to power PlayStation’s digital marketing channels globally
• Ensure the efficient and successful delivery of all customer segments to global marketing platforms
• Partner with Martech product teams to translate business needs into actionable requirements and feature enhancements for marketing platforms.

Qualifications:

• Ability to collaborate and communicate effectively with a diverse group of established partners including marketing, product/engineering teams, and agencies across different regions and cultures
• Experience with working with a variety of marketing platforms and channels, including but not limited to email, paid media, and custom tools
• Experience working with martech/adtech platforms (Salesforce Marketing Cloud, DMPs, Publisher and Social Partners, etc)
• Executed analysis projects related to lifecycle marketing, targeting segmentation strategies, cohort analysis and tracking, churn prevention, A/B and multivariate tests, and reporting dashboard design and development
• SQL programming experience required
• 3 years’ experience working with relational databases
• 5 years' marketing operations experience
• Bachelor’s degree or equivalent
• Well‑spoken with strong presentation‑making skills that effectively present data in a compelling way, both verbal and written, to influence partner strategy
• Demonstrates understanding of analytical approaches—can set up clean testing frameworks for clear and meaningful measurement reporting downstream
• Passionate about gaming and video game culture
• Experienced with BI visualization tools such as Domo and Tableau
• You are an analytical problem solver who is data driven, with a can‑do attitude and flexibility to accommodate evolving business needs
• You thrive in a collaborative work environment and excel under pressure, with experience working on complex, international, large‑scale, time‑critical projects
• You are flexible and versatile in nature, able to overcome challenges while maintaining a positive attitude
• You are willing to roll up your sleeves to take on tasks with the 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.

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.

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

$136,300 — $204,500 USD

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.