Brand Manager - Live Content and Seasonal Marketing

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.

We are seeking a Brand Manager - Live Content and Seasonal Marketing to lead the marketing strategy and execution of live content, player engagement, retention, and lifecycle initiatives across the MLB The Show.

This role serves as the bridge between annual launch campaigns and year-round player engagement, ensuring that marketing efforts continue to drive participation, retention, excitement, and community engagement throughout the baseball season. The Manager will drive integrated lifecycle strategies across owned, earned, and paid channels, connecting in-game content, real-world baseball moments, and marketing activations cohesively.

The ideal candidate combines strategic thinking, player empathy, campaign execution experience, a passion for live-service gaming, and a deep understanding of baseball culture.

Responsibilities

Live Content Strategy

• Own the integrated live content marketing calendar across MLB The Show.
• Develop marketing strategies supporting seasonal content, roster updates, content programs, special events, and major baseball moments.
• Partner with development, product, and content teams to align marketing opportunities with the live content roadmap to ensure consistent content cadence that drives sustained engagement across the lifecycle.

Customer Engagement & Lifecycle Marketing

• Develop player engagement strategies across the customer lifecycle.
• Identify opportunities to improve onboarding, retention, reactivation, and long-term engagement.
• Partner with CRM, social, community, and owned-channel teams to execute engagement initiatives.
• Partnership on the product lifecycle and post launch promo strategy and schedule

Paid Media

• Lead paid media strategy for live service initiatives, parntering with media teams to define targeting, messaging, budget allocation, and channel mix.
• Optimize performance across acquisition and reactivation (ROAS, CPA, conversion).
• Ensure paid media is integrated with lifecycle, content, and product beats.

Baseball Culture, Tentpole Event Activation, & Fan Engagement

• Monitor MLB storylines, player performances, major league events, and fan conversations.
• Identify opportunities to connect real-world baseball moments with in-game content and marketing campaigns.
• Own marketing activation for key tentpole events (e.g. All-Star Game, Postseason, major cultural moments).
• Serve as an advocate for the MLB The Show player and baseball fan perspective within marketing planning discussions.

Launch-to-Live Planning

• Lead development of launch-to-live strategies and first 30/60/90-day engagement plans.
• Ensure launch campaigns create momentum that carries into ongoing live-service engagement.

Performance, Experimentation, & Insights

• Partner with analytics teams to evaluate campaign performance and player behavior.
• Develop recommendations based on engagement data and campaign results.
• Lead campaign post-mortems and learning reviews.

Required Qualifications

• 5+ years of experience in gaming, sports marketing, brand marketing, product marketing, lifecycle marketing, or related disciplines.
• Demonstrated knowledge of MLB The Show and its game modes, content structure, and player community.
• Strong passion for baseball and familiarity with Major League Baseball players, teams, storylines, and season structure.
• Experience supporting live-service video games, ongoing content programs, and customer engagement initiatives.
• Strong analytical mindset and comfort working with data.
• Excellent communication and stakeholder management skills.

Preferred Qualifications

• Experience with player retention, CRM, or lifecycle marketing programs.
• Experience working with sports, entertainment, or gaming communities.
• Experience partnering with analytics and community teams to inform marketing decisions.

Success Metrics

• Quality and effectiveness of live content marketing programs
• Retention and reactivation performance (Active Users, return rate, engagement trends)
• Player engagement across live content beats
• Integration of real-world baseball moments into marketing initiatives
• Effectiveness of tentpole event activations
• Post-launch engagement health
• Stakeholder satisfaction and cross-functional alignment

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.

The estimated base pay range for this role is listed below.

$126,700—$190,100 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.

- 5+ years of experience in gaming, sports, brand, product, or lifecycle marketing. - Demonstrated knowledge of MLB The Show, its game modes, and player community. - Strong passion for baseball, including MLB players, teams, and storylines. - Experience supporting live-service video games and ongoing content programs. - Strong analytical mindset and comfort with data. - Excellent communication and stakeholder management skills.