Senior Influencer Planning 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 Senior Influencer Planning Manager is a hands-on strategic planner responsible for translating PlayStation's global influencer approach into clear, actionable plans across priority games, hardware, services, sponsorships, brand campaigns, and cultural moments.
This role will support portfolio prioritisation, audience and creator plans, global/local processes, measurement, and investment recommendations that enable the broader Influencer Partnerships team to execute with greater clarity, consistency, and impact.
Working closely with Influencer Partnerships, Brand, Media, Studios, Social, PR/Communications, Insights & Analytics, agencies, and local market teams, this role connects the planning approach to execution through strong briefs, planning tools, recommendations, and cross-functional coordination.
What you'll be doing:
Influencer Planning
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 synthesise research into clear planning implications.
Portfolio Prioritisation & Investment Strategy
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.
Global / Local Planning Model
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.
Measurement, Learning & Cross-Functional Partnership
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.
What we're looking for:
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