Audience Strategy & Activation Analyst

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

Benefits offered by this job

Medical benefits

Dental benefits

Vision benefits

401(k) matching

Paid time off

Wellness program

Employee discounts

Job summary

Sony Interactive Entertainment is seeking an Audience Business Analyst to join the AIM team, focusing on audience strategy, operations, and activation for the Live Service business. You will enable the global marketing org to leverage first‑party data and prioritize the customer experience in campaigns.

The role collaborates with marketing, data science, and product teams across regions, delivering audience segments, campaign insights, and scalable process improvements.

Qualifications

• Bachelor’s degree or equivalent.
• AIM/marketing analytics experience is a plus.
• SQL and relational databases experience required.
• Experience with lifecycle marketing and cohort analysis is ideal.
• Strong data storytelling and presentation abilities.

Responsibilities

• Collaborate with marketing and agency partners to create audience segments for campaigns.
• Advise on campaigns using data insights from AIM and analytics models.
• Deliver value as part of the AIM SCRUM team and optimize operations at scale.
• Manage ad-hoc and automated customer lists for global channels.
• Ensure delivery of customer segments to marketing platforms.
• Work with Martech to translate business needs into platform requirements.

Skills

SQL

Relational databases

Marketing operations

Data-driven storytelling

Presentation skills

Campaign analytics

Partner collaboration

Education

Bachelor’s degree or equivalent

Tools

Salesforce Marketing Cloud

DMPs

Publisher & Social Partners

Job description

Sony Interactive Entertainment is seeking an Audience Business Analyst to join the AIM team, focusing on audience strategy, operations, and activation for the Live Service business. You will enable the global marketing org to leverage first‑party data and prioritize the customer experience in campaigns.

The role collaborates with marketing, data science, and product teams across regions, delivering audience segments, campaign insights, and scalable process improvements.