The Marketing Director, Brand Culture is a strategic leader responsible for supporting the SVP of Marketing in extending gaming culture through youth audiences.
This role will lead PlayStation's youth culture strategy globally, translating emerging cultural insights into a clear brand point of view and working across the marketing organization to create scalable programs that build lasting emotional connections and cultural relevance with the next generation of players.
This role will work with executives and stakeholders, internally and externally, to deliver brand momentum and business results. We are seeking an out-of-the-box thinker, who can operate proactively in a fast-paced environment.
Key Responsibilities:Strategy & Vision- Define long-term cultural vision and point of view for youth audiences globally.
- Establish the brand's key intersection with entertainment, music, fashion, sports
- Identify the cultural territories, behaviors, and signals that will shape the future relevance
- Develop a clear framework for the brand's authentic expression within culture.
Cultural Intelligence- Drive ongoing research into youth culture and gaming culture
- Evaluate cultural spaces, collaborators, creators, and lifestyle categories for strategic fit and impact.
Marketing Integration & Scale- Embed cultural strategy across Brand Marketing, Partnerships, Social, Influencer Marketing, Events, and Creative teams.
- Create scalable global platforms and activations that connect PlayStation to youth culture in authentic and meaningful ways.
- Establish measurement frameworks that assess relevance, audience engagement, brand affinity, and business impact.
Leadership- Thought leader and partner to Brand Marketing, Partnerships, Influencers & Events Marketing, Creative, and Commercial teams
- Demonstrate a solutions-oriented mindset, troubleshooting challenges and adapting plans to meet evolving business and market needs
- Balance global alignment with appropriate local and product-level flexibility, reinforcing a one SIE mindset while respecting market and portfolio needs
Skills and Qualifications:- Bachelor's degree in marketing, advertising, or a related field
- 15+ years of experience building culturally relevant brands within gaming, entertainment, sports, fashion, music, technology, or consumer lifestyle categories.
- Proven experience defining and driving youth culture strategy for a global brand.
- Deep expertise working with creators, influencers, talent, and cultural partners in social-first environments.
- Strong understanding of Gen Z and emerging youth audiences, including the platforms, communities, and behaviors shaping culture today.
- A genuine interest and/or passion for gaming, entertainment, technology, or digital consumer brands
- Track record of translating cultural insights into breakthrough marketing programs, partnerships, and brand platforms at global scale.
- Experience managing agencies and external partners
- Strong project management abilities, including the capacity to prioritize tasks, meet deadlines, and manage resources effectively
- Experience influencing senior leadership and leading cross-functional teams across multiple regions.
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.
This is a flexible role that can be remote, with varying pay ranges based on geographic location. For example, if you are based out of Seattle, the estimated base pay range for this role is listed below.
$212,000-$318,000 USD
