Sr Manager, Influencer Planning

The role

The Sr. Manager, Influencer Planning will build and operationalize a global influencer planning framework for PlayStation's portfolio. This role defines influencer strategies, investment recommendations, and measurement frameworks across games, hardware, and brand campaigns.

What you will do

• Develop and evolve PlayStation's global influencer planning framework.
• Translate audience objectives and business priorities into influencer strategies.
• Define integrated approaches across paid, earned, creator advocacy, and sponsorships.
• Establish consistent briefs, planning calendars, and decision-making frameworks.
• Build a consistent view of priority audiences, creator archetypes, and cultural behaviors.
• Identify emerging creator, gaming, entertainment, and platform trends.
• Define influencer support levels and develop investment recommendations.
• Build and maintain a global planning model with local market expertise.
• Define KPI, reporting, and learning frameworks to measure impact.
• Build tools, templates, and AI-enabled workflows to improve scalability.

Required 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 a 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 cultural relevance behaviors.
• Strong strategic planning capability including audience definition, portfolio prioritization, brief development, measurement frameworks, and investment recommendations.
• Experience building operating models, planning processes, playbooks, and cross-functional ways of working in complex matrixed organizations.
• Strong executive communication skills.
• Ability to influence senior stakeholders and partner across various departments.
• Strong analytical orientation to define KPIs and translate data into planning decisions.
• AI fluency or willingness to rapidly adopt AI-enabled workflows.
• Highly organized, proactive, and comfortable in a fast-paced environment.
• Genuine passion for gaming, entertainment, creators, sports, youth culture, and the PlayStation brand.

Benefits

• Medical
• Dental
• Vision
• Matching 401(k)
• Paid time off
• Wellness program
• Employee discounts for Sony products
• May be eligible for a bonus package

Before you apply

• Sony Interactive Entertainment conducts background checks at the offer stage (which may include criminal background checks).

About the company

Sony Interactive Entertainment (SIE) is the company behind the PlayStation brand and a subsidiary of Sony Group Corporation. It is a dynamic technology company and entertainment leader.