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About the Role

The Senior Influencer Planning Manager is responsible for translating PlayStation's global influencer approach into actionable plans across games, hardware, services, sponsorships, brand campaigns, and cultural moments. This role supports portfolio prioritization, audience and creator plans, global/local processes, measurement, and investment recommendations to enhance the Influencer Partnerships team's clarity, consistency, and impact.

Responsibilities

Develop planning documents, campaign frameworks, and recommendations for priority initiatives, translating audience objectives, business priorities, and cultural opportunities into actionable influencer plans.
Maintain planning calendars, portfolio roadmaps, intake inputs, and decision materials across influencer workstreams.
Partner with internal insights teams, agency partners, local teams, and activation leads to synthesize research into clear planning implications.
Support assessment of the appropriate influencer support model by initiative, including full-service, lighter-touch, locally led, agency-supported, or playbook-enabled approaches.
Build planning inputs for investment and resource recommendations, balancing business impact, cultural opportunity, audience reach, market needs, and historical learnings.
Coordinate early local market inputs, creator recommendations, market nuances, and feedback loops, translating them into clear global planning outputs.
Maintain shared ways of working, planning templates, and governance that drive global consistency while supporting local relevance.
Maintain KPI, reporting, and learning frameworks and translate campaign performance into actionable recommendations for future planning.
Build and maintain planning tools, playbooks, and knowledge resources that improve speed, clarity, and consistency.
Create concise stakeholder updates and leadership readouts, partnering cross-functionally to resolve planning needs and improve execution readiness.

Requirements

7+ years of experience in influencer marketing, creator strategy, brand planning, social strategy, entertainment marketing, digital marketing, or integrated campaign planning.
Bachelor's degree in marketing, communications, advertising, business, or a related field; equivalent experience considered.
Strong understanding of the creator landscape, social platforms, gaming communities, entertainment culture, youth audiences, and emerging platform behaviours.
Experience translating audience insights, cultural signals, creator trends, and business priorities into clear campaign strategies and planning recommendations.
Experience supporting portfolio prioritisation, investment planning, measurement, and global/local ways of working in a complex or matrixed organisation.
Strong project management and communication skills, with the ability to manage multiple workstreams and synthesise complex information into clear presentations and recommendations.
Comfort working with KPIs and campaign performance data and translating results into practical planning implications.
Collaborative working style with the ability to build trust across activation teams, local markets, agencies, and cross-functional stakeholders.
AI fluency or willingness to rapidly adopt AI-enabled tools for research, trend scanning, reporting, knowledge management, and planning efficiency.
Highly organised, proactive, and comfortable operating in a fast-paced environment with shifting priorities and high-visibility initiatives.
Genuine passion for PlayStation, gaming, creators, entertainment, sports, youth culture, and the broader cultural landscape.

Skills

Influencer marketing
Creator strategy
Brand planning
Social strategy
Entertainment marketing
Digital marketing
Integrated campaign planning
Project management
Communication skills
AI fluency

Location

Hybrid

Work Type

Hybrid

Experience Level

7+ years

Education Level

Bachelor's degree in marketing, communications, advertising, business, or a related field; equivalent experience considered.

Benefits

Discretionary bonus opportunity
Hybrid working model (FlexModes)
Private Medical Insurance
Dental Scheme
25 days holiday per year
On Site Gym
Subsidised Café
Free soft drinks
On site bar
Access to cycle garage and showers

About the Company

Sony Interactive Entertainment (SIE) is the company behind the PlayStation brand.
As a subsidiary of Sony Group Corporation, SIE is 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.
SIE is an entertainment leader, home to some of the most beloved and recognizable intellectual properties (IP) in the world.
SIE's role is to create and nurture the experiences under the PlayStation brand, a name synonymous with entertainment excellence and creativity.

Equal Opportunity

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.