The posting
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.
Lifecycle Marketing Specialist
San Mateo, CA / Hybrid
The Consumer Engagement team is part of the broader Global Media and Omnichannel Marketing function within PlayStation and is responsible for implementing multi-channel digital programs and campaigns developing a relevant dialogue with tens of millions of customers across the globe.
We are advocates for the player. Crafting unforgettable digital experiences that fulfill player curiosity, boost gameplay, and drive revenue. We use data-driven insights to build one-to-one relationships and personalized journeys with players across the web, email, mobile, and on-console.
The Lifecycle Marketing Specialist role is responsible for delivering lifecycle campaigns head to tail including planning, testing, executing and measurement. This creative and innovative individual will work closely with our Creative Studio, Data Science, Audience & Measurement and Marketing teams across the Americas, Europe, and Asia. Together, we are on a mission to redefine owned channel marketing and its relationship to company growth and player engagement.
This role combines campaign strategy with hands-on execution, requiring both creative thinking and strong operational and technical capability within lifecycle marketing platforms.
Responsibilities:
- Own the end-to-end build and deployment of campaigns within lifecycle marketing platforms (e.g. channel build, journey configuration, audience segmentation, QA and troubleshooting).
- Plan campaigns based on existing blueprints and collaborate with team to iterate and improve prior campaign structures.
- Design, build and optimise automated and trigger-based messaging, spotting opportunities to scale our lifecycle programs.
- Collaborate with team to drive ‘Player Centricity’ through models, content and player insights to achieve 1:1 personalisation at scale across the channel mix.
- Analyze campaigns and journeys to understand the performance of these activities and build on the results for the next iteration. Share these results back to the business with clear insights and opportunities.
- Collaborate on test and learn strategy to optimise campaigns; feeding all insights gained back into a continuous process of testing and refinement.
- Keep a pulse of lifecycle marketing landscape and evolutions, seek and understand emerging trends, technologies and innovation to provide ongoing learning for the marketing organization.
Qualifications:
- Hands-on experience building and deploying campaigns within lifecycle marketing platforms, with a strong understanding of how journeys, data and triggers interact.
- Self-starter who takes ownership of campaign delivery end-to-end, from setup through to troubleshooting and optimisation.
- Educated to degree level in a related field such as Business, Marketing or Mathematics and a strong academic record.
- 3+ years (or equivalent) of proven experience in B2C marketing, customer lifecycle management, and engagement marketing.
- Highly organized - able to handle a full workload and progress multiple ambitious projects simultaneously thanks to your skill and work ethic.
- Passionate about the customer– you look at quantitative and qualitative consumer insights to make decisions and recommend improvements.
- Strong communicator who is comfortable briefing Creatives, Analysts, Engineers, Legal and management.
- Strong analytical and quantitative skills with a consistent track record in data-based decision making.
- Innovative and constantly exploring new ways of doing things and challenging the status quo.
- Sophisticated communicator with excellent influencing skills.
- Experience in Salesforce Marketing Cloud, Journey Builder, Interactive Studio or equivalent ESP.
- Excellent interpersonal skills with expertise and integrity that will earn respect and trust with internal team members and external vendors.
- Experienced in establishing relationships and operating compassionately across cultures. This includes collaborating openly and bringing together different perspectives to drive well-informed decisions.
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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. Click here to learn more.
The estimated base pay range for this role is listed below.
$95,800—$143,600 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.
