Product Marketing ManagerSan Mateo, CA (Collab)Key Function and Responsibility of the Role:PlayStation is seeking a strategic and analytically minded Product Marketing Manager, Platform Audience Planning, to help shape the future of audience planning across the PlayStation ecosystem. Reporting to the Director of Platform Marketing, this role will support the development of audience planning frameworks, insights, and recommendations that inform product opportunities, marketing priorities, and platform growth initiatives.
As part of a highly cross-functional team, this individual will partner closely with Data Science, Consumer Insights, Analytics, and Product Marketing to deepen PlayStation's understanding of current and future audiences. An initial focus of the role will be helping connect self-reported consumer research with first-party behavioral data to develop a more comprehensive view of audience needs, motivations, and opportunities.
The ideal candidate is passionate about consumer understanding, audience strategy, and data-driven decision making. They are comfortable working across disciplines, translating complex insights into actionable recommendations, and contributing to strategic initiatives that help PlayStation better understand, engage, and grow its audiences over time.
Key Responsibilities: Support Platform Audience Planning & Strategy - Partner with the Director of Platform Marketing Strategy to develop and evolve PlayStation's platform audience planning framework.
- Support the development of the current-to-future audience strategy that informs product planning, marketing priorities, and platform growth initiatives across FY26 and beyond.
- Help identify audience opportunities, emerging consumer trends, and shifts in player behavior to inform strategic planning efforts.
- Contribute to audience planning deliverables, recommendations, and frameworks that support cross-functional decision-making.
Develop Audience Intelligence & Insights - Work closely with Data Science, Consumer Insights, and Analytics teams to connect self-reported consumer research with first-party behavioral data and platform insights.
- Support the development of audience mapping approaches that translate consumer motivations, attitudes, and behaviors into actionable audience segments.
- Synthesize quantitative and qualitative insights into clear recommendations for Product Marketing and business stakeholders.
- Help identify opportunities to strengthen audience understanding through new data sources, measurement approaches, and analytical frameworks.
Drive Cross-Functional Collaboration - Partner with Product Marketing, Consumer Insights, Lifecycle Marketing, CRM, Data Science, and Analytics teams to align audience planning efforts across the organization.
- Translate audience insights into actionable recommendations that support product, marketing, and business planning initiatives.
- Contribute to planning processes by ensuring audience perspectives are incorporated into key business discussions and decision-making.
- Build relationships with stakeholders across teams to drive alignment and adoption of audience planning best practices.
Advance Audience Planning Capabilities - Support initiatives that enhance PlayStation's audience planning and segmentation capabilities.
- Help evaluate opportunities to leverage first-party data and audience insights across acquisition, engagement, retention, and lifecycle marketing efforts.
- Assist in developing scalable audience frameworks, tools, and processes that improve planning consistency across teams.
- Contribute to the evolution of audience planning methodologies and measurement approaches as PlayStation's audience ecosystem continues to grow.
Required Qualifications - 5+ years of experience in Product Marketing, Audience Strategy, Consumer Insights, Market Research, Analytics, CRM, Lifecycle Marketing, or a related field.
- Bachelor's degree or equivalent
- Experience leveraging consumer research, behavioral data, and market insights to inform marketing, product, or business decisions.
- Demonstrated ability to synthesize complex quantitative and qualitative data into clear insights and actionable recommendations.
- Strong analytical and problem-solving skills, with the ability to identify patterns, trends, and audience opportunities across multiple data sources.
- Experience working cross-functionally with stakeholders across marketing, analytics, research, product, or business teams.
- Excellent written, verbal, and presentation skills, with the ability to communicate insights to both technical and non-technical audiences.
- Proven ability to manage multiple projects, navigate ambiguity, and drive work forward in a fast-paced environment.
- Bachelor's degree or equivalent practical experience.
Preferred Qualifications - Experience in gaming, entertainment, technology, subscription services, or other consumer-focused digital businesses.
- Familiarity with audience segmentation, customer journey mapping, lifecycle marketing, or audience planning methodologies.
- Experience partnering with Data Science, Analytics, Consumer Insights, or Research teams to develop audience understanding and business recommendations.
- Knowledge of first-party data ecosystems, customer data platforms (CDPs), audience measurement, or marketing technology capabilities.
- Experience developing business cases, strategic recommendations, or planning frameworks that influence marketing or product decisions.
- Passion for gaming, entertainment, and understanding player behaviors and motivations.
Success in This Role - Curiosity about consumer behavior and a desire to uncover actionable audience insights.
- A collaborative mindset and ability to build strong working relationships across functions.
- Comfort operating in evolving spaces where frameworks and processes are still being developed.
- Strong attention to detail while maintaining focus on broader business objectives.
- A balance of analytical rigor and strategic thinking, with the ability to connect audience insights to business opportunities.
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
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The estimated base pay range for this role is listed below.
$138,200-$207,400 USD
