Senior Global Influencer Planning Lead

Sony Interactive Entertainment; San Mateo (CA); On-site; USD 194,000 - 291,000; Full time

Benefits offered by this job

Medical, Dental, Vision

401(k) matching

Paid time off

Employee discounts

Job summary

Sony Interactive Entertainment in San Mateo, CA, seeks a Sr. Manager, Influencer Planning to lead PlayStation's global influencer planning framework across games, hardware, services, sponsorships, and brand campaigns.

Reporting to the Sr. Director, this role will define influencer plans, portfolio prioritization, and measurement frameworks that enable partnerships to execute with clarity and impact. You will collaborate with Brand, Media, Studios, Social, PR/Comms, and local markets.

Qualifications

• 10-12+ years of experience in influencer marketing, creator strategy, talent partnerships, brand marketing, integrated marketing, entertainment marketing, or social-first audience strategy.
• Bachelor's degree in marketing, advertising, communications, business, or related field; equivalent experience considered.
• Proven experience developing global influencer programs for major consumer brands, entertainment companies, gaming companies, studios, agencies, platforms, or technology brands.
• Deep understanding of the creator economy, social platforms, gaming communities, youth culture, talent/influencer models, and the behaviors shaping cultural relevance today.

Responsibilities

• Develop and evolve PlayStation's global influencer planning framework across priority portfolio moments.
• Translate audience objectives, business priorities, and cultural opportunities into clear influencer strategies and recommendations.
• Define integrated approaches across paid, earned, creator advocacy, Playmakers, talent partnerships, events, sponsorships, and local activation.
• Establish consistent briefs, planning calendars, inputs, and decision-making frameworks across influencer workstreams.
• Build KPI, reporting, and learning frameworks to measure audience impact, cultural relevance, and business contribution.
• Translate campaign performance and learnings into future planning recommendations in partnership with activation leads, agencies, Analytics, and local markets.

Skills

Influencer marketing

Creator strategy

Talent partnerships

Brand marketing

Integrated marketing

Entertainment marketing

Social-first audience strategy

Strategic planning

Executive communication

Cross-functional leadership

Advanced collaboration

Education

Bachelor's degree in marketing or related field

Job description

Sony Interactive Entertainment in San Mateo, CA, seeks a Sr. Manager, Influencer Planning to lead PlayStation's global influencer planning framework across games, hardware, services, sponsorships, and brand campaigns.

Reporting to the Sr. Director, this role will define influencer plans, portfolio prioritization, and measurement frameworks that enable partnerships to execute with clarity and impact. You will collaborate with Brand, Media, Studios, Social, PR/Comms, and local markets.