Lifecycle Marketing Manager

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.

Role Overview

The Lifecycle Marketing team is part of the broader Global Media and Omnichannel Marketing function within PlayStation. It is responsible for implementing multichannel digital programs and campaigns that foster relevant dialogue with tens of millions of customers across the globe.

We are advocates for the player, crafting unforgettable digital experiences that fulfil player curiosity, boost gameplay and drive revenue. We use data-driven insights to build one-to-one relationships and personalised journeys with players across web, email, mobile and on-console channels.

The Lifecycle Marketing Manager is a highly visible, strategic and influential role, responsible for defining and owning the lifecycle and owned-channel strategy for Product, Hardware and Brand initiatives. This creative and innovative leader 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.

What you'll be doing

• Own the end-to-end lifecycle and owned-channel strategy for Product, Hardware and Brand initiatives, defining the role of each channel and establishing long-term roadmaps that support player engagement, conversion, retention and revenue.
• Lead Lifecycle Marketing partnerships with Product, Hardware, Brand and global marketing teams to drive player and business outcomes.
• Design player-centric programs that focus on what’s best for the player while driving high levels of engagement and revenue, pushing the evolution of our Lifecycle Marketing foundation spanning web, email, mobile and on-console direct messaging channels.
• Set priorities and evolve owned-channel plans in response to product launches, lifecycle stages, player behavior and changing business needs, aligning cross-functional teams around the highest-impact opportunities.
• Lead technical and data conversations with marketing and engineering teams to exponentially scale automation, trigger-based messaging and personalization.
• Design Product, Hardware and Brand experimentation plans using data insights to drive recommendations, finding opportunities to take learnings and drive them at scale.
• Use data-driven storytelling to socialize program performance, build trust amongst stakeholders and influence upwards and outwards.
• Establish scalable Lifecycle Marketing best practices across Product, Hardware and Brand, including evergreen and automated customer journeys.
• Bring innovative thinking and curiosity to the role, proactively exploring emerging technologies, evolving customer behaviors and new approaches to lifecycle marketing. Identify opportunities to experiment with new capabilities and translate relevant learnings into scalable improvements across our owned-channel experiences.

What we're looking for

• Own the end-to-end lifecycle and owned-channel strategy for Product, Hardware and Brand initiatives, defining the role of each channel and establishing long-term roadmaps that support player engagement, conversion, retention and revenue.
• Lead Lifecycle Marketing partnerships with Product, Hardware, Brand and global marketing teams to drive player and business outcomes.
• Design player-centric programs that focus on what’s best for the player while driving high levels of engagement and revenue, pushing the evolution of our Lifecycle Marketing foundation spanning web, email, mobile and on-console direct messaging channels.
• Set priorities and evolve owned-channel plans in response to product launches, lifecycle stages, player behavior and changing business needs, aligning cross-functional teams around the highest-impact opportunities.
• Lead technical and data conversations with marketing and engineering teams to exponentially scale automation, trigger-based messaging and personalization.
• Design Product, Hardware and Brand experimentation plans using data insights to drive recommendations, finding opportunities to take learnings and drive them at scale.
• Use data-driven storytelling to socialize program performance, build trust amongst stakeholders and influence upwards and outwards.
• Establish scalable Lifecycle Marketing best practices across Product, Hardware and Brand, including evergreen and automated customer journeys.
• Bring innovative thinking and curiosity to the role, proactively exploring emerging technologies, evolving customer behaviors and new approaches to lifecycle marketing. Identify opportunities to experiment with new capabilities and translate relevant learnings into scalable improvements across our owned-channel experiences.

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.

$117,900—$176,900 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.