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Marketing Analytics & Media Manager
2 years ago
PlayStation isn’t just the Best Place to Play —it’s also the Best Place to Work. We’ve thrilled gamers since 1994, when we launched the original PlayStation. Today, we’re recognized as a global leader in interactive and digital entertainment. The PlayStation brand falls under Sony Interactive Entertainment, a wholly-owned subsidiary of Sony Corporation.
PlayStation isn’t just the Best Place to Play —it’s also the Best Place to Work. We’ve thrilled gamers since 1994, when we launched the original PlayStation. Today, we’re recognized as a global leader in interactive and digital entertainment. The PlayStation brand falls under Sony Interactive Entertainment, a wholly-owned subsidiary of Sony Corporation.
Marketing Analytics and Media Manager
Sao Paolo Brazil
KEY FUNCTION AND RESPONSIBILITY OF THE ROLE
Deliver business growth & increase marketing ROI by leading local Marketing Analytics & Media for all products (Hardware, Software, Services) across all channels, including paid, owned and earned media.
Deliver strategic insights to maximise effective consumer-centric planning & manage local measurement & reporting. Drive integrated data-driven media planning & activation, increased digital media usage, media innovation & accountability culture.
Responsible for leading Marketing Analytics & Media communications with Regional Marketing team & within local Marketing team.
KEY RESPONSIBILITIES & TASKS
Marketing Analytics
- Leading Local Marketing Analysis across all hardware (PS5, PS4; PS4 pro; VR; Peripherals etc.); services (PS+; PS Store; PS Now etc.); Software priority titles and other initiatives
- Local Insight Management & key conduit with Central Consumer Market Knowledge, Insight, Marketing Analytics and Media teams
- Super user for all Marketing data and systems (Marketing analytic and KPI dashboard / Media / PR analytics etc.)
- ROI analysis for all local initiatives with breakdown across touchpoints including supporting Media analytics - Media dashboard & TMM SPOC, Media Mix optimisation, ROI measurement
- Lead any additional locally focused marketing activities (i.e. brand /product activations; local partnerships etc. which require media investments) formulate KPI’s, monitor and build post analysis of activities.
- Work closely with central Marketing Analytics team to build consistent ROI measurement and campaign optimisation alignment of central and local sales investments with (online) retailers & others (e.g. digital media activities such as CRM, Search, Affiliates etc.) to build a total ROI campaign view
- You will have a strong analytical knowledge base, embracing a methodical approach firmly focused on the Customer and key Channels
- Own local player segmentation insights and data and design local cohort needs to help set regional strategy
- Lead co-ordination of local insight requirements and secure budget from Regional consumer and market insight team
Media
- Adapt annual regional media strategy into locally relevant media approach and track application in campaign planning
- Support MM/PM to develop locally relevant adaptations of regional HW, SW & Services strategic media campaign recommendations to deliver on business KPIs
- Align media activation (audience, investment, planning, KPI’s) across all campaigns & paid channels, align with owned & earned and optimise
- Manage regional to country communication process to ensure media plan alignment and report weekly investment tracking with Mediacom
- Main contact for Mediacom Regional Execution Hub to ensure alignment between the Regional & local SIE media campaigns (e.g. SEM, programmatic)
- Manage local alignment with media ‘Ways of Working’ processes, collate Route to Market feedback for territory and recommend how to increase efficiencies
- Insight sharing to maximise effectiveness of centrally activated programmatic (including DMP) & search
- Implement KPI & target setting, benchmarking for all media
- Drive Media Innovation across campaigns, share and reapply learnings across campaigns and feed into regional media best practice program / test & learn framework
- Maximise media ROI of partnerships (brand, 3 rd party, media); manage communication between Local and Central for all media business partnerships (Google, Facebook JBPs)
- Collate competitor activity tracking and report media activity to Central
- Local guardian & champion of Comms Playbook 2.0
- Drive digital media shift to reflect changing consumer media consumption habits in planning
- Manage and coordinate media audit with Regional SIEE, Mediacom & media auditor
- Negotiate and manage local media deals & partnerships to maximise ROI with key vendors
Other
- Submit local initiative project establishment recommendation documents and post campaign analysis
- Input into regional strategy and Central eCRM requirements
- Working closely with the Marketing Analytics & Central PR Team to create better alignment of PR reporting across central and local team measurement initiatives i.e. ROI on PR coverage; monitoring PR campaigns; influencer activities etc.
- Play a key role of ‘sparring partner’ across the different disciplines of the Marketing Department to maximise efficiency & effectiveness
KEY INTERACTIONS / PROCESSES
- Local Marketing Head
- Campaign / Product managers
- Central Media, Consumer & Market Insight, CRM & Digital Channels teams
- Local Mediacom & Regional Execution Hub
- Local Media partners
- Media auditor
REQUIRED KNOWLEDGE / SKILLS:
- Numerate, analytical, media understanding, collaborative, communicator.
- Ability to interpret and model complex data including qualitative and quantitative information, to draw considered and robust conclusions, and to provide reporting in a clear and concise manner.
- Enthusiastic and confident, team player, innovative thinker, fast learner, excellent verbal and written communication skills, the ability to relate and communicate with a wide range of people.
- Strong relationship management, planning, negotiation, communication and analytical skills.
- Motivated, organized, self-starter who can react effectively and professionally to situations that require quick response or turnaround. Comfortable working independently as well as a team player while multi-tasking between multiple projects with varying deadlines.
- Clear and concise written skills. Strong presentation and sales skills. Ability to concept, write and develop persuasive, organized presentations quickly.
- Strategic and analytic thinker with the ability to fully understand the range of PlayStation products, strategically evaluate outside brand products and identify marketing synergies. Well versed in promotion strategies and tactics.
- Strong digital paid media expertise, especially in programmatic. Very technically strong understanding DMPs, DSPs, meta-DSPs, Adservers, data on-boarding, cross device analytics & data.
- Solution-orientated approach to problem solving; ability to pivot conversations and recommend creative solutions
- Highly developed time management skills, with the ability to successfully manage numerous projects simultaneously with time pressured deliverables for multiple stakeholders
- Comprehensive understanding of consumer interaction with technology, and new media distribution systems.
- Excellent communication and organization skills with a customer/client service orientated approach. Ability to interact professionally with internal and external stakeholders at all levels. Proven success building productive, long-term relationships.
- Must be articulate, remaining objective and professional in a high-pressure environment
- Ability to manage Third Party relationships with sub-contractors, agencies or other collaborators, to ensure accurate, timely delivery, to a pre-agreed budget
- Strong knowledge of spoken & written English
TOOLS:
Ideally competent in using the following or equivalents:
- Analytic Platform e.g. Adobe Analytics; Microstrategy; Spredfast & QlikSense
- Media Strategy & Planning & Reporting platforms (e.g. Comscore)
- Adservers e.g. Sizmek, DMPs e.g. Krux, DSPs, Adwords
- Proficient at Microsoft Office (PowerPoint, Word, Excel), Outlook and Internet applications.
QUALIFICATIONS:
- University or higher
- 7+ years of work experience in a media or marketing analytics capacity
- Experience in media, digital marketing, preferably with agency side experience
RECOMMENDED COMPANIES TO HIRE FROM INCLUDE:
Media/Analytics/Digital agencies; Technology/Data Led Online Companies (betting, dating, CRM) /Media auditors.
Sony is an Equal Opportunity Employer. All persons will receive consideration for employment without regard to race, color, religion, gender, pregnancy, national origin, ancestry, citizenship, age, legally protected physical or mental disability, covered veteran status, status in the U.S. uniformed services, sexual orientation, gender identity, marital status, genetic information 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.
We sincerely appreciate the time and effort you spent in contacting us and we thank you for your interest in PlayStation.
Sony is an Equal Opportunity Employer. All persons will receive consideration for employment without regard to race, color, religion, gender, pregnancy, national origin, ancestry, citizenship, age, legally protected physical or mental disability, covered veteran status, status in the U.S. uniformed services, sexual orientation, marital status, genetic information or membership in any other legally protected category.
Reasonable Accommodation Notice Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment.
We strive to create an inclusive environment, empower employees and embrace diversity. We encourage everyone to respond.
We sincerely appreciate the time and effort you spent in contacting us and we thank you for your interest in PlayStation.
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