Sr. Product Marketing Manager

San Mateo, CA (Colab)/Remote

Key Function and Responsibility of the Role:

PlayStation is looking for a Senior Product Marketing Manager with a passion for and proven experience building the long-term reputation and emotional consumer relationship for established brands. In this role, you will play a key role in shaping the global brand strategy for the PlayStation Masterbrand, PlayStation hardware products, and PlayStation play experiences on new devices. This high-impact position contributes to the evolution of one of the world’s most iconic and beloved entertainment brands.

The ideal candidate will have a strong creative vision rooted in consumer insights, an ability to distill complexity and ambiguity, and is a highly effective, nimble operator who can drive execution of multiple simultaneous workstreams. You are an expert in uncovering insights, framing opportunities, and driving creative thinking that delivers real business impact. You are a trusted partner to creative, brand, product, and research and analytics teams, and you model initiative, ownership, and collaboration. A key driver of success in this role is the ability to connect the dots between business, product, and brand strategy, to extract meaningful insights that translate into inspiring briefs that spark world-class creativity and business growth.  

As a key contributor, you will support the evolution of PlayStation’s brand architecture, positioning, and identity, to help ensure it resonates across global markets and diverse audiences. You will leverage your passion for innovation, data empowered storytelling, and the gaming industry, to influence the evolution of the PlayStation Masterbrand and hardware business strategies. You’ll be responsible for translating consumer insights, market and cultural trends, and business objectives into actionable brand strategies and frameworks that guide how PlayStation shows up across its ecosystem of products, services, and experiences.

This role requires a brand builder who is equal parts strategist, storyteller, and collaborator. Someone who excels at bringing clarity to complexity, creative fluency across teams, and driving brand strategies that are rooted in insights and cultural relevance. You’ll be instrumental in refreshing what the PlayStation Masterbrand stands for globally to ensure that our brand evolves in ways that are future-forward, delivering measurable business impact, and rooted in our mission to push the boundaries of play.

Key Responsibilities:

• Masterbrand Strategy
  • Support the development and evolution of the PlayStation Masterbrand strategy and positioning across global markets
  • Contribute to the evolution and refinement of brand architecture, personality, voice, tone, and identity systems
  • Assist in building and maintaining foundational brand frameworks and toolkits (e.g., brand book) to ensure brand consistency across all touchpoints

• Product Innovation Strategy
  • Develop customer informed product growth strategies to unlock new hardware opportunities
  • Conduct strategic assessment of new product proposals, evaluating commercial opportunity, brand/portfolio fit, audience/market fit, value proposition, and competitive landscape
  • Assist in building and maintaining foundational strategic frameworks to ensure brand consistency across all touchpoints

• Strategic Development & Insight Generation
  • Interpret complex market data, consumer insights, and cultural trends into actionable strategic direction
  • Define market research needs, partnering with analytics teams to shape research approaches to unlock strategic opportunities
  • Write and deliver compelling creative briefs that synthesize customer insights, business objectives, brand goals, and success criteria into actionable creative development
  • Drive integrated thinking that connects brand, products, and play experiences
  • Partner with cross-functional stakeholders to ensure brand strategy is thoughtfully integrated into product portfolio
  • Present strategic recommendations that are grounded in data and shaped by audience understanding
  • Develop outstanding executive presentations

• Cross-Functional Collaboration
  • Partner with Brand Marketing, Product Marketing, Creative Services, Global Sales, Game Marketing, and international teams to ensure alignment with overall brand strategy
  • Work with internal and external partners to support breakthrough brand activations across paid, owned, and earned channels
  • Assist in the development of executive-level presentations that clearly articulate brand vision, direction, and performance
  • Work closely with Brand Marketing, Consumer Insights, and international teams to ensure brand strategy aligns with business objectives and customer needs

• Creative Stakeholder Partnership
  • Collaborate with internal creative teams and agency partners to ensure brand strategy is reflected in creative development
  • Support project management and alignment across multiple stakeholders to ensure delivery of high-quality, insight-driven creative assets
  • Translate strategy into messaging frameworks and outputs that influence consumer behavior and drive business outcomes

Qualifications:

• BA/BS degree; MBA preferred
• 8+ years of experience in brand strategy consulting or brand management, within the CPG industry; exposure to video game or entertainment industries is a plus

Experience

Marketing Leadership Experience

• Proven track record in shaping brand strategy for established, high-profile brands
• Expertise in brand fundamentals, including architecture, identity, and competitive positioning
• Proven ability to develop data-driven strategies that generate meaningful, actionable insights
• Strong creative judgment, with experience guiding creative development and activations in partnership with internal teams and external agencies
• Demonstrated ability to deliver creatively inspiring, business-driving briefs
• Strong understanding of business operations, with sharp strategic thinking and prioritization skills, and proven ability to manage multiple projects simultaneously in a fast-paced, dynamic environment
• Demonstrated ability to be trusted with sensitive information, handling it with discretion while collaborating effectively under pressure
• Exceptional communicator with strong verbal and written skills, adept at distilling complex ideas into accessible language and crafting compelling narratives that resonate across stakeholders
• Demonstrated ability to develop and deliver high-impact presentations that are visually compelling and strategically structured to inform, persuade, and inspire action

Thought & People Leadership Experience

• Driven for results: Commitment to high standards and passionate about goals/beliefs in the face of complex obstacles/roadblocks
• Strong collaboration and inclusion skills: Works productively & co-operatively within the group and across business units/functions to form deep and trusted relationships to achieve common goals – high emotional intelligence cultural awareness
• Innovative problem solver: Views challenges as opportunities, solution oriented, creative problem solver for each project and is willing to champion new ideas with their manager and partners
• Self-starter: Thrives in fast-paced, dynamic environment, with ability to work independently, with little need for instruction, while maintaining communication with leaders and leaders’ peers to ensure partner teams feel informed and supported
• Passionate: Brings positive energy and enthusiasm to get results and affect meaningful change
• Efficient: Excellent prioritization and multi-tasking skills, with an ability to manage multiple projects with proficiency and professionalism

Other Attributes

• Passion for video games and brand storytelling
• Strong strategic planning skills with the ability to research, synthesize, and champion ideas through stakeholder alignment and review processes
• Nimble, resourceful, and detail-oriented; thrive in both independent and highly collaborative work environments
• Energetic, ambitious, and disciplined team player with a strong work ethic and positive attitude
• Proactive and organized, with a proven ability to manage complex plans across multiple internal and external stakeholders
• Experienced in analyzing complex data sets and applying statistical methods to uncover meaningful insights and inform strategic decisions
• Innately curious and knowledgeable about consumers, and the art and science of data informed brand building
• Deep understanding of consumer behavior, marketing dynamics, and cultural trends
• A bias for action, with the ability to navigate ambiguity and deliver results in a fast-paced environment

#LI-BR1