Brand Manager - Live Content and Seasonal Marketing

Sony Interactive Entertainment, the company behind the PlayStation brand, creates hardware, network services, and interactive entertainment experiences. The Brand Manager will lead marketing strategy and execution for live content, player engagement, retention, and lifecycle initiatives across MLB The Show, connecting in-game content, baseball moments, and integrated marketing activations. The role will manage live content calendars, lifecycle strategies, paid media, tentpole events, launch-to-live planning, and performance insights.

Responsibilities

Own the integrated live content marketing calendar across MLB The Show

Develop marketing strategies supporting seasonal content, roster updates, content programs, special events, and major baseball moments

Partner with development, product, and content teams to align marketing opportunities with the live content roadmap to ensure consistent content cadence that drives sustained engagement across the lifecycle

Develop player engagement strategies across the customer lifecycle

Identify opportunities to improve onboarding, retention, reactivation, and long-term engagement

Partner with CRM, social, community, and owned-channel teams to execute engagement initiatives

Partnership on the product lifecycle and post launch promo strategy and schedule

Lead paid media strategy for live service initiatives, parntering with media teams to define targeting, messaging, budget allocation, and channel mix

Optimize performance across acquisition and reactivation (ROAS, CPA, conversion)

Ensure paid media is integrated with lifecycle, content, and product beats

Monitor MLB storylines, player performances, major league events, and fan conversations

Identify opportunities to connect real-world baseball moments with in-game content and marketing campaigns

Own marketing activation for key tentpole events (e.g. All-Star Game, Postseason, major cultural moments)

Serve as an advocate for the MLB The Show player and baseball fan perspective within marketing planning discussions

Lead development of launch-to-live strategies and first 30/60/90-day engagement plans

Ensure launch campaigns create momentum that carries into ongoing live-service engagement

Partner with analytics teams to evaluate campaign performance and player behavior

Develop recommendations based on engagement data and campaign results

Lead campaign post-mortems and learning reviews

Preferred

Experience with player retention, CRM, or lifecycle marketing programs

Experience working with sports, entertainment, or gaming communities

Experience partnering with analytics and community teams to inform marketing decisions

Player Retention

CRM

Sports Industry Experience

Entertainment Industry Experience

Gaming Community Experience

Marketing Analytics

Cross-Functional Collaboration

Benefits

Medical, dental, and vision coverage

Matching 401(k)

Paid time off

Wellness program

Employee discounts for Sony products

This role also may be eligible for a bonus package

Open to remote candidates within the US

If candidate is fully remote, outside of San Diego or Bay Area, business travel will be expensed

Company

PlayStation gaming hardware, network services, and games

San Mateo, California, USA

https://www.sie.com/

Founded in 1993

10001+ employees

Qualifications

5+ years of experience in gaming, sports marketing, brand marketing, product marketing, lifecycle marketing, or related disciplines

Demonstrated knowledge of MLB The Show and its game modes, content structure, and player community

Strong passion for baseball and familiarity with Major League Baseball players, teams, storylines, and season structure

Experience supporting live-service video games, ongoing content programs, and customer engagement initiatives

Strong analytical mindset and comfort working with data

Excellent communication and stakeholder management skills

Experience with player retention, CRM, or lifecycle marketing programs

Experience working with sports, entertainment, or gaming communities

Experience partnering with analytics and community teams to inform marketing decisions

5+ years of experience in gaming, sports marketing, brand marketing, product marketing, lifecycle marketing, or related disciplines.

Required skills

Represents the skills you have, click on the tags, MLB The Show, Live-Service Video Games, Baseball and Major League Baseball Knowledge, CRM Marketing, Sports, Entertainment, or Gaming Communities

Experience

5+ years