Media Planner

Media Planner, Media Planning and ActivationSan Mateo, CA (US remote considered)*

The Media Planner will be responsible for planning, buying, and managing the execution of media campaigns globally across the Sony PlayStation portfolio of products with a priority focus on PlayStation®5, PlayStation®VR, and PlayStation software titles. In this role you will contribute to a global team that turns media strategies into concrete tactical media plans that deliver brand metrics and profitable performance-based media campaigns. You will partner with the Media Strategy, Audience Infrastructure and Measurement, and media agency teams to buy media in alignment with established media strategies that deliver on marketing objectives.

In this role, you will have the opportunity to thrive by utilizing your expertise in digital media strategy and data-driven decision-making to connect digitally driven media plans with larger Sony Media objectives. You will be at the forefront of driving synergies across Sony PlayStation's diverse portfolio of products, services, and DTC touchpoints. This is an exciting opportunity to innovate, improve, and pioneer new ideas in multiple areas or functions related to media. The responsibilities listed are not all inclusive and additional duties may be assigned.

Main Areas of Responsibility:

• Lead and execute multi-channel media campaigns for PlayStation®5, PlayStation®VR, and PlayStation software titles on a global scale.

• Develop innovative integrated campaigns that drive brand momentum, new customer acquisition, and revenue.

• Collaborate with internal teams and media agency partners to create media plans that align with strategies and reach target audiences across all channels.

• Secure approvals for tactical media plans from marketing stakeholders and senior management.

• Oversee financial authorizations for media purchasing.

• Manage creative requirements for campaign trafficking, including creating spec sheets, overseeing asset delivery, and providing landing page URLs.

• Direct third-party agency teams and serve as the main point of contact for agencies’ questions.

• Possess expertise in digital media, including digital direct, programmatic, search, and social media.

• Leverage first-party data across media channels.

• Measure and analyze media campaign performance in collaboration with media agency to optimize campaigns in real-time.

• Stay up-to-date with the latest marketing trends and test new strategies to improve campaign performance.

• Provide ongoing media education to the marketing organization.

• Lead the measurement and analysis of media campaign performance in collaboration with media agency to optimize campaigns in real-time and ensure alignment with KPIs.

• Collaborate with cross-functional teams to provide media recommendations, monitor performance, and optimize media budgets to accomplish campaign objectives.

• Adapt campaigns in real-time based on performance information and pay close attention to detail to quickly identify changes and pivot accordingly.

• Keep up-to-date with the latest marketing trends and proactively test new strategies to improve campaign performance.

• Possess expert knowledge of the media landscape, platforms, and emerging opportunities, and provide ongoing media education to the marketing organization.

Leadership:

• Ensure timely delivery of media plans within budget and in alignment with agreed-upon KPIs.

• Foster a culture of accountability for campaign performance and optimization.

• Support senior management in understanding media performance and addressing any issues.

Key Performance Indicators:

• Develop and execute tactical media plans that align with established strategies and contribute to achieving marketing objectives.

• Maintain effective communication and collaboration with a wide range of stakeholders and partners throughout the campaign planning and execution process, while actively evaluating campaign success and proposing optimizations to plans and processes.

• Collaborate with all key constituencies to create innovative campaigns that drive business results.

• Ensure timely completion of planning milestones by effectively motivating cross-functional teams to provide input and adhere to process deliverables deadlines.

Requirements:

• Minimum of 5 years of marketing experience.

• Proven success in working at or managing paid media agencies.

• Strong understanding of brand and entertainment marketing techniques.

• Expertise in digital direct, programmatic, paid search, and social media best practices.

• Demonstrated hands-on experience in planning and managing large-scale advertising campaigns.

• Comprehensive knowledge of media planning fundamentals, including reach, frequency, and formats.

• Track record of managing high campaign volume, large budgets, complex strategies, and delivering quantifiable results.

• Ability to project manage a diverse group of stakeholders on a global scale.

• Strong understanding of digital marketing reporting metrics and exceptional quantitative and analytical skills, with proficiency in Excel and experience with web analytic tools (Adobe).

• Skilled in audience activation and management.

• Advanced presentation and PowerPoint skills, with the ability to present to upper-management clearly and concisely.

• Experience in managing internal team processes, including running meetings, collaboration, and follow-up on detailed action items.

• Adaptability to change.

Candidate Preferred Qualities:  

• A Bachelor's degree, MBA, or equivalent experience is preferred.

• Process-oriented manager with the ability to establish, implement, and maintain scalable and sustainable processes.

• Proficiency in managing multiple priorities while maintaining strong attention to detail.

• Ability to simplify complex technology-related issues and effectively communicate to various audiences.

• Strong interpersonal skills and the ability to collaborate effectively with cross-functional teams.

• Excellent communication and presentation skills, both verbal and written.

• Self-starter with passion, energy, and enthusiasm to drive results and make a meaningful impact.

• Strong interest in video games and entertainment.

*PlayStation offers a global hybrid office/remote working model — Flex Modes — which aims to combine the flexibility of remote working with the magic of in-person collaboration. The model is built upon the principle of working together in-person as work requires, with the freedom to work remotely otherwise. We will consider fully remote candidates who are able to come in for 'Moments that Matter'.