Senior Manager of Influencer Planning

PlayStation; San Mateo (CA); On-site; USD 170,000 - 260,000; Full time

Job summary

PlayStation is seeking a Sr. Manager, Influencer Planning to lead the global influencer planning framework across games, hardware, services, and campaigns.

You will define the influencer plan, prioritize portfolios, and establish planning processes that drive clarity, consistency, and impact. Collaborating with Brand, Product Marketing, Studios, Local Markets, and Analytics, you will translate audience insights into actionable strategies, set investment priorities, and build scalable playbooks

Qualifications

• Bachelor’s degree in marketing, advertising, communications, business, or a related field; equivalent experience considered.
• Strong executive communication skills with the ability to synthesize complex information into clear recommendations and persuasive exec-level presentations.
• Deep understanding of influencer marketing, creator economy, and cultural trends.

Responsibilities

• Develop and evolve PlayStation’s global influencer planning framework across priority portfolio moments.
• Translate audience objectives and business priorities into influencer strategies and recommendations.
• Define integrated approaches across paid, earned, creator advocacy, talent partnerships, events, sponsorships, and local activation.
• Build global planning processes, briefs, calendars, and decision frameworks for influencer workstreams.
• Define KPI, reporting, and learning frameworks to measure audience impact and business contribution.
• Partner with cross-functional teams to drive execution and optimization of influencer programs.

Skills

Strategic planning

Stakeholder management

Influencer marketing

Cross-functional leadership

Portfolio prioritization

Measurement frameworks

Audience insights

Education

Bachelor’s degree in marketing, advertising, communications, business

Tools

Analytics platforms

AI-enabled workflows

Job description

• The Sr. Manager, Influencer Planning is a strategic planning leader responsible for building and operationalizing PlayStation’s global influencer planning framework across the portfolio of games, hardware, services, sponsorships, and brand campaigns
• Reporting to the Sr. Director, Marketing Partnerships & Activations, this role will define the influencer/creator plan & approach, portfolio prioritization, global/local planning processes, measurement frameworks, and investment recommendations that enable Influencer Partnerships & Activations to execute with greater clarity, consistency, and impact
• This role will work in close partnership with the Influencer Partnerships team, as well as Brand, Media, Studios, Social, PR/Communications, and local market teams. The role is designed to strengthen upstream planning while allowing the activation team to focus on creator relationships, campaign delivery, and operational excellence
• Influencer Planning
• 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
• Audience, Creator & Cultural Intelligence
• Build a consistent view of priority audiences, creator archetypes, communities, platforms, and cultural behaviors relevant to PlayStation
• Identify emerging creator, gaming, entertainment, sports, youth culture, and platform trends, partnering with Insights and Analytics to translate them into actionable strategy
• Portfolio Prioritization & Investment Strategy
• Define where influencer support should be full-service, lighter-touch, locally led, agency-supported, or enabled through scalable playbooks
• Develop investment and resource recommendations across priority initiatives, balancing business impact, cultural opportunity, audience reach, and available resources
• Global / Local Planning Model
• Build and maintain a global planning model that incorporates local market expertise and establishes clear roles, inputs, briefing expectations, and feedback loops
• Drive global consistency while enabling local cultural relevance, platform nuance, and creator-market fit
• Measurement, Learning & Cross-Functional Leadership
• Define KPI, reporting, and learning frameworks that measure audience impact, cultural relevance, creator advocacy, engagement, efficiency, and business contribution
• Translate campaign performance and learnings into future planning recommendations in partnership with activation leads, agencies, Analytics, and local markets
• Serve as a strategic partner to cross-functional teams and senior leadership, providing clear recommendations on influencer opportunities, priorities, investment, and tradeoffs
• Build tools, templates, AI-enabled workflows, and operating rhythms that improve speed, clarity, and scalability across the function

Highly organized, proactive, and comfortable operating in a fast-paced environment with competing priorities, confidential information, and high-visibility initiativesGenuine passion for gaming, entertainment, creators, sports, youth culture, and the PlayStation brandDemonstrated ability to influence senior stakeholders and partner effectively across Brand, Product Marketing, Studios, Local Markets, PR/Comms, Social, Media, Legal, Finance, Procurement, and agency teamsBachelor’s degree in marketing, advertising, communications, business, or a related field; equivalent experience consideredStrong executive communication skills, including the ability to synthesize complex information into clear recommendations and persuasive exec-level presentationsStrong analytical orientation with the ability to define KPIs, interpret campaign results, identify learnings, and translate data into future planning decisionsProven experience developing global influencer programs for major consumer brands, entertainment companies, gaming companies, studios, agencies, platforms, or technology brandsExperience building operating models, planning processes, playbooks, and cross-functional ways of working in complex matrixed organizationsStrong strategic planning capability, including audience definition, portfolio prioritization, brief development, measurement frameworks, and investment recommendationsDeep understanding of the creator economy, social platforms, gaming communities, youth culture, talent/influencer models, and the behaviors shaping cultural relevance today10-12+ years of experience in influencer marketing, creator strategy, talent partnerships, brand marketing, integrated marketing, entertainment marketing, or social-first audience strategyAI fluency or willingness to rapidly adopt AI-enabled workflows for cultural trend scanning, creator discovery, reporting, knowledge management, and planning efficiency