Manager of Local Communications, Community and Cultural Activation

Manager, Local Communications, Community and Cultural Activation

Sao Paulo, Brazil (Collab/Hybrid)

Role Overview:

As the Manager of Local Communications, Community and Cultural Activation for Brazil and CASSA (Central America Spanish South America) regions, your role is to lead a team responsible for different projects management and execution in alignment with the overall global and local strategy.

You will lead a multi-functional team based in Brazil.

From a local community engagement side, you are responsible to manage the team which oversees the development, augment and execution of local PR and PlayStation Owned Channels activities to ensure they create impact and resonate within local audiences.

For the Cultural Activation, you will be responsible to think big strategically and creatively to bring ideas for Brand Partnership, Paid Influencers, Events and Sponsorship opportunities, working with agency partners to develop and execute engaging activation ideas.

Working cross functionally with other marketing and business leads, you’ll drive best-in-class local content, streamlining marketing systems and processes and collate post campaign results to support the delivery of key marketing and business KPI’s.

As one of local champion in Latin America you actively explore complementary activity that leverages cultural moments/nuances for greater audience impact in balance with “Glocal” thinking – adopting and implementing Global campaigns and ideas locally.

The Manager of Local Communication & Community & Cultural Activation will report into the Latam Marketing Director.

What you’ll be doing:

• Bring PlayStation communities together over shared passions and help our fans discover new first-party and third-party games, celebrate update for their live service favorites and advise on the latest in gaming hardware (PS5, PSVR2), peripherals and subscription services.
• Lead annual social strategic planning of the overall Brazil and Pan-Latam Social Media channels - Strategy and roadmaps, including PlayStation.com and CRM initiatives.
• Work with PlayStation Global and third-party partner studios to ensure Global content beats are being supporting across relevant PlayStation local social channels.
• Support live event coverage for Local and Global events in social channels.
• Social escalation management working closely with internal customer service teams.
• Ensure our content and copy aligns our Global PlayStation brand behaviors and localized Tone of Voice.
• Ability to balance business needs with our PlayStation community interests to deliver resonant content that delights our fans.
• Responsible for reporting and analysis of social performance, developing benchmarks and sharing insight and takeaways.
• Lead the planning and execution of Brazil and CASSA (Central America Spanish South America) influencer and content creator strategies with strategic partnerships (organic and paid), seamlessly integrating cultural, digital and micro influencers within campaigns to build brand fame and drive social conversation.
• Collaborate with Global Marketing Influencers team to maximize the impact of global influencer/content creator plans.
• Partner with cross functional leads to develop influencer marketing plans for key campaign and cultural moments throughout the year, in particular Global Marketing, ensuring alignment and collaboration with Global Marketing Influencer Plans.
• Develop a comprehensive influencer content calendar that continually drives brand awareness and engagement that can be leverages across all owned channels
• Define metrics and KPI’s to measure the success and impact of influencer, partnerships and events efforts across all channels as well as maintain internal benchmarks and report out monthly
• Work with the International Media Manager to whitelist and boost influencer content as necessary.
• Adapt global strategies to our local needs and create our own tactics considering each product objectives.
• Implement the actions behind the strategy with the correct PR tools: communications, events, media relationship, strategic partnerships, exclusive content management, etc.
• Develop media relations strategy, seeking high-level placements in print, TV broadcast and online media.
• Identify media targets for each product, taking care of its objectives, and develop the correct messages to impact those media.
• Manage media inquiries and interview requests.
• Collaborate with Global Corporate Communications to manage regional corporate communications and spokespeople.
• Develop brand partnerships including identifying key partners in the Brazil and CASSA markets, building relationships, collaborating on developing and executing high-impact brand partnership programs.
• Support local execution of Globally negotiated brand partnership programs.
• Execute local support for One Sony initiatives.
• Support campaign management team on AAA campaigns to build out activation plans to compliment paid media plans.
• Budget-permitting, responsible for the delivery and management of specialist flagship local consumer events.
• Lead development/refinement of annual sponsorship strategy, annual tactical plans, quarterly scorecards, and ROI measurement
• Manage sponsorship campaigns for PlayStation Global properties such as the UEFA Champions League and NBA and lead negotiations on any supporting talent collaborations.
• Collaborate cross-functionally with 3P game lead for sports games, owned social & PR lead for sponsorship extension opportunities.

What we’re looking for:

• +10 years in Public Relations experience, social media management, activating brand sponsorships, building brand partnerships, and leading experiential activations. Experience working in talent/influencer and partner/program management.
• Effective team leader and mentor, providing clarity and direction to team members as well as growth opportunities and development.
• Fluent in Spanish – Conversation & Writing
• Fluent in English – Conversation & Writing.
• Incorporates data-driven mindset, consumer centric thinking, and equally creative spirit to initiate unique new projects and campaigns.
• Previous experience in gaming, tech, or entertainment sector an asset.
• Bachelor’s degree in business, Marketing, Communications or related field OR equivalent experience.
• Demonstrates creative thinking in strategy development and plans.
• Strong communication and collaboration skills, with the ability to engage and influence internal and external stakeholders.
• Detail-oriented with excellent organizational and project management skills with proven ability to adapt to navigate hurdles.
• Disciplined approach on measuring and taking accountability to important metrics and KPIs set against programs and campaigns.
• Self-motivated with ability to thrive in a fast-paced environment.
• Team player — broad level of involvement across many marketing areas and many other functions. Works as part of the team to ensure all brand experiences are of a high quality, honors the PlayStation brand values, and follows the brand, legal, and activation guidelines.
• Knowledge and passion for video games.
• Able to think through problems to find appropriate solutions and challenge established work practices for the betterment of departmental performance.
• Corporate and crisis communications experience.
• Familiarity with content creator channels (YouTube, Facebook, TikTok, Instagram, Twitch).
• Comfortable with a fast-paced, start-up environment and collaborating with international teams.

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