Senior Brand Manager (Influencer Partnerships)

Sr. Brand Manager, Influencer Partnerships

San Mateo, CA / Hybrid

The Senior Brand Manager, Influencer Partnerships will develop and execute global influencer strategies, programs, and campaigns to drive awareness and engagement for PlayStation’s brand, products, and services. This role will identify and evaluate partnerships with influencers, creators, and talent across gaming and broader culture while ensuring alignment with PlayStation’s strategic objectives.

Responsibilities:

Strategy & Planning

• Develop and support gaming-focused influencer marketing strategies, ensuring alignment with brand objectives and effective activation through the PlayStation Playmakers program.
• Identify, evaluate, and manage relationships with core gaming influencers, esports talent, and live service content creators to sustain engagement across key PlayStation titles.
• Leverage data insights to optimize influencer campaigns and talent marketing strategies, ensuring measurable impact.
• Integrate talent, influencers, and creators into key activations such as UEFA CL Final, NBA All-Star, live gaming events, and esports partnerships.

Live Service & Campaign Execution

• Lead and execute Live Service influencer campaigns to support long-term engagement for evolving game franchises, ensuring influencers remain engaged across seasonal content updates.
• Lead influencer-driven campaigns across AAA titles, PlayStation Studios releases, PlayStation hardware, and live service games, tracking performance and optimizing engagement.
• Collaborate with agency partners to drive influencer programs that align with business objectives, maximizing efficiency and ROI.
• Oversee contract negotiation & management, talent deliverables, and influencer activations, ensuring compliance with legal and brand guidelines.

Core Gaming Influencer & Global Market Collaboration

• Act as a key point of contact for local market teams, ensuring alignment and cohesion between global and regional influencer activations.
• Partner with cross-functional teams (e.g., Sponsorships, Esports, Events, Paid Media, PR, and Game Studios) to integrate influencers into marketing initiatives, including game launches, preview events, and live activations.
• Provide strategic guidance to local markets, ensuring influencer activations align with PlayStation’s global brand and gaming community strategies.

Influencer & Talent Management

• Build and maintain relationships with key gaming influencers & creators, streamers, content creators, esports players, athletes & entertainers leveraging their reach to drive community engagement and game advocacy.
• Oversee influencer activations at gaming events, product launches, and live tournaments, managing talent scheduling, logistics, and on-site production.
• Develop talent briefs and social media copy for contracted influencers and gaming creators.
• Negotiate and manage influencer agreements, ensuring the effective use of gaming talent and esports personalities across marketing campaigns.

Operations & Program Management

• Lead the global code seeding program, coordinating with local market teams and gaming content creators to facilitate review coverage and performance tracking.
• Manage product forecasts, inventory, and seeding logistics for PlayStation Playmakers and global influencer partnerships.
• Maintain project trackers, reporting tools, and asset management for gaming influencer campaigns.

Qualifications:

• 8+ years of experience in gaming, live service marketing, or brand partnerships.
• Expertise in Core Gaming Influencer Management, including Twitch, YouTube, esports, and live service game content creators.
• Strong experience in Live Service campaign management, overseeing ongoing influencer engagement for long-term game franchises.
• Proven success in negotiating and managing influencer/talent agreements.
• Experience executing global marketing campaigns for AAA games, live service titles, or gaming peripherals.
• Strong relationship management, strategic thinking, and communication skills.
• Ability to work in a fast-paced, global environment with occasional travel.
• Passion for gaming, esports, and the PlayStation brand.

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