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.
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.
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.