Marketing Director, Brand Culture

sonyinteractiveentertainmentglobal· Admin (Marketing)
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📍 United States, San Mateo, CA💰 USD 212K–318K

About this role

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.

This is a flexible role that can be remote, with varying pay ranges based on geographic location. For example, if you are based out of Seattle, the estimated base pay range for this role is listed below.
$212,000—$318,000 USD

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.

 

Frequently Asked Questions

What is the salary for the Marketing Director, Brand Culture role at sonyinteractiveentertainmentglobal?
The listed salary for this Marketing Director, Brand Culture position at sonyinteractiveentertainmentglobal is USD 212K–318K. This is an full-time role.
Where is the Marketing Director, Brand Culture position at sonyinteractiveentertainmentglobal located?
This Marketing Director, Brand Culture role at sonyinteractiveentertainmentglobal is based in United States, San Mateo, CA. The position is listed as on-site or hybrid. Check the full job description or apply directly to confirm the work arrangement.
Which team or department does the Marketing Director, Brand Culture at sonyinteractiveentertainmentglobal belong to?
This Marketing Director, Brand Culture position is part of the Admin (Marketing) department at sonyinteractiveentertainmentglobal. See the full job description for more information about the team structure and responsibilities.
How do I apply for the Marketing Director, Brand Culture position at sonyinteractiveentertainmentglobal?
Click the "Apply Now" button on this page. You will be redirected to sonyinteractiveentertainmentglobal's official application portal hosted on greenhouse where you can submit your application directly.
When was the Marketing Director, Brand Culture job at sonyinteractiveentertainmentglobal posted?
This Marketing Director, Brand Culture position at sonyinteractiveentertainmentglobal was posted on Jul 24, 2026. Apply as soon as possible — early applications are often reviewed first.
Marketing Director, Brand Culture
sonyinteractiveentertainmentglobal · 💰 USD 212K–318K
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