Senior Media Strategy Lead, DTC



Why PlayStation?

PlayStation isn’t just the Best Place to Play — it’s also the Best Place to Work. Today, we’re recognized as a global leader in entertainment producing The PlayStation family of products and services including PlayStation®5, PlayStation®4, PlayStation®VR, PlayStation®Plus, acclaimed PlayStation software titles from PlayStation Studios, and more.

PlayStation also strives to create an inclusive environment that empowers employees and embraces diversity. We welcome and encourage everyone who has a passion and curiosity for innovation, technology, and play to explore our open positions and join our growing global team.

The PlayStation brand falls under Sony Interactive Entertainment, a wholly-owned subsidiary of Sony Corporation.

Role Overview:

As Senior Media Strategy Lead, DTC you will have a strategic and visible role within Sony Interactive Entertainment global Marketing Department, responsible for developing and managing global media investment strategy for Store & Plus as well as helping to define the D2C approach for PlayStation


In this role you will work closely with work closely with SIE’s global Store & Plus marketing team to develop an overarching media strategy that provides the optimal conditions for delivering highly effective direct response ROI-driven campaigns which maximise eCommerce revenues & Network Service subscriptions. If you love the art of marketing and the science of attribution, this is a fantastic role for you.


You will closely partner with the internal Media Planning & Activation team and the global media agency to ensure media performance is in line with campaign KPI’s summarise campaign performance for key stakeholders & analyse data to identify opportunities to optimise campaigns and evolve strategies.


As a Senior Media Strategy Lead, Store & Network Services you will be expected to be a thought leader within the global Media team on the topic of driving highly effective, efficient, and innovative advertising in today’s media landscape, With a keen understanding of the evolving digital and eCommerce landscape.


You will be expected to deliver media strategies that cover  a broad spectrum of paid media channels. While an in-depth knowledge of digital media is required to perform this role, it is equally critical that you combine this expertise with data-led analysis and creative thinking on a regional basis, and that any market-level recommendations within the strategy are tuned to each region’s media marketplace and consumer behaviours. As this is a new and growing team, you will also have an excellent opportunity to improve, innovate and/or pioneer new processes and ideas over multiple areas or functions related to media.  


What you’ll be doing:


Media Strategy:


  • Responsible for developing an annual global media strategy for Store & Plus, defining the campaign architecture that enables the realisation of key business objectives through the activation of innovative, insight-led, actionable media campaigns, which deliver on KPIs / objectives
  • Work closely with DTC Marketing Teams & partner with key Marketing functions to develop robust Global Media briefs and own the briefing process with internal and external partners
  • Work closely with the in-house PlayStation Media Planning & Activation team to ensure that media plans fully embody the media strategy, and that, across fixed and fluid media channels, audiences and objectives are planned holistically
  • Provide Territory teams (internal & agency) with the globally consistent strategic vision & locally relevant implementation recommendation to guide the creation of localised media plans
  • Develop global processes for briefing and developing media strategies, connecting to overall business / communication planning
  • Analyse campaign reporting and deliver analysis to stakeholders, combining insights and data from internal and external media buying teams to establish opportunities for strategic development
  • Support Global Store & Services Marketing Delivery team & creative agency to inform the development of the right content and creative assets for different audiences and platforms
  • Partner with data science and Audience, Insight and Measurement team to operationalise Media Mix Model and Multi-Touch Attribution programs
  • Partner with global media leadership team to negotiate media upfront opportunities and partnership terms.
  • Lead annual test and learn framework development to enhance media performance and drive successful media campaigns


Performance Indicators:


  • Successfully grow the global Media team’s impact on PlayStation’s global business, as measured by a blend of brand metrics, ROI/ROAS & Performance KPIs (e.g. effective cost per lead, high value customer segments reach), business goals, and stakeholder feedback
  • Ability to keep a broad base of stakeholders and partners aligned to the approved media strategies during campaign planning and execution,
  • Ability to appraise success of the media strategies developed through continued analysis of performance data and pro-actively suggest optimisations
  • Successfully deliver innovative campaigns in partnership with all key stakeholders
  • Steward the PlayStation D2C business through a time of internal and industry evolution whilst ensuring business goals are still achieved


What we’re looking for:


Bachelor Degree or equivalent experience required.  Degree in Marketing, Communications, Business or Economics is preferred.


Required and Preferred

  • 10+ years of experience in media planning and strategy, with experience developing successful global media campaigns preferred
  • Experience with managing large agency relationships preferred
  • Digital e-commerce, subscription, consumer lifecycle & performance marketing expertise required
  • Strong Platform knowledge of biddable ecosystems
  • Experience negotiating platform upfronts or channel partnerships preferred
  • Experience in working in global / regional roles preferred
  • Proven expertise in digital media strategy and execution best practice preferred


Candidate Preferred Qualities:

Ideal candidate attributes

  • Advertising expert – understands driving demand, mental availability, and converting consideration into purchase action
  • Strategic thinker, with the ability to clearly articulate and implement plans
  • Strong digital acumen – understanding of the role of emerging platforms in media landscape
  • Ability to use complex analysis to make decisions
  • Talent for collaborating with internal and external teams
  • Flexible and adaptable while maintaining positive attitude
  • Doesn’t settle for the status quo, challenges, and leads change in a positive way
  • Self-starter with passion, energy, enthusiasm to drive results and affect meaningful change
  • A team player who can work collaboratively within the group and across business units/functions – high emotional intelligence


  • Discretionary bonus opportunity
  • Private Medical Insurance
  • Dental Scheme
  • London Allowance (if applicable)
  • 25 days holiday per year
  • On Site Gym
  • Subsidised Café
  • Free soft drinks
  • On site bar
  • Access to cycle garage and showers


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 or maternity, 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.

PlayStation is a Fair Chance employer and qualified applicants with arrest and conviction records will be considered for employment.


Date posted: 2022-07-23