Senior Manager of Influencer Planning
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Description
- The Sr. Manager, Influencer Planning is a strategic planning leader responsible for building and operationalizing PlayStation’s global influencer planning framework across the portfolio of games, hardware, services, sponsorships, and brand campaigns
- Reporting to the Sr. Director, Marketing Partnerships & Activations, this role will define the influencer/creator plan & approach, portfolio prioritization, global/local planning processes, measurement frameworks, and investment recommendations that enable Influencer Partnerships & Activations to execute with greater clarity, consistency, and impact
- This role will work in close partnership with the Influencer Partnerships team, as well as Brand, Media, Studios, Social, PR/Communications, and local market teams. The role is designed to strengthen upstream planning while allowing the activation team to focus on creator relationships, campaign delivery, and operational excellence
- Influencer Planning
- Develop and evolve PlayStation’s global influencer planning framework across priority portfolio moments
- Translate audience objectives, business priorities, and cultural opportunities into clear influencer strategies and recommendations
- Define integrated approaches across paid, earned, creator advocacy, Playmakers, talent partnerships, events, sponsorships, and local activation
- Establish consistent briefs, planning calendars, inputs, and decision-making frameworks across influencer workstreams
- Audience, Creator & Cultural Intelligence
- Build a consistent view of priority audiences, creator archetypes, communities, platforms, and cultural behaviors relevant to PlayStation
- Identify emerging creator, gaming, entertainment, sports, youth culture, and platform trends, partnering with Insights and Analytics to translate them into actionable strategy
- Portfolio Prioritization & Investment Strategy
- Define where influencer support should be full-service, lighter-touch, locally led, agency-supported, or enabled through scalable playbooks
- Develop investment and resource recommendations across priority initiatives, balancing business impact, cultural opportunity, audience reach, and available resources
- Global / Local Planning Model
- Build and maintain a global planning model that incorporates local market expertise and establishes clear roles, inputs, briefing expectations, and feedback loops
- Drive global consistency while enabling local cultural relevance, platform nuance, and creator-market fit
- Measurement, Learning & Cross-Functional Leadership
- Define KPI, reporting, and learning frameworks that measure audience impact, cultural relevance, creator advocacy, engagement, efficiency, and business contribution
- Translate campaign performance and learnings into future planning recommendations in partnership with activation leads, agencies, Analytics, and local markets
- Serve as a strategic partner to cross-functional teams and senior leadership, providing clear recommendations on influencer opportunities, priorities, investment, and tradeoffs
- Build tools, templates, AI-enabled workflows, and operating rhythms that improve speed, clarity, and scalability across the function
- Highly organized, proactive, and comfortable operating in a fast-paced environment with competing priorities, confidential information, and high-visibility initiatives
- Genuine passion for gaming, entertainment, creators, sports, youth culture, and the PlayStation brand
- Demonstrated ability to influence senior stakeholders and partner effectively across Brand, Product Marketing, Studios, Local Markets, PR/Comms, Social, Media, Legal, Finance, Procurement, and agency teams
- Bachelor’s degree in marketing, advertising, communications, business, or a related field; equivalent experience considered
- Strong executive communication skills, including the ability to synthesize complex information into clear recommendations and persuasive exec-level presentations
- Strong analytical orientation with the ability to define KPIs, interpret campaign results, identify learnings, and translate data into future planning decisions
- Proven experience developing global influencer programs for major consumer brands, entertainment companies, gaming companies, studios, agencies, platforms, or technology brands
- Experience building operating models, planning processes, playbooks, and cross-functional ways of working in complex matrixed organizations
- Strong strategic planning capability, including audience definition, portfolio prioritization, brief development, measurement frameworks, and investment recommendations
- Deep understanding of the creator economy, social platforms, gaming communities, youth culture, talent/influencer models, and the behaviors shaping cultural relevance today
- 10-12+ years of experience in influencer marketing, creator strategy, talent partnerships, brand marketing, integrated marketing, entertainment marketing, or social-first audience strategy
- AI fluency or willingness to rapidly adopt AI-enabled workflows for cultural trend scanning, creator discovery, reporting, knowledge management, and planning efficiency