Brand Manager - Live Content and Seasonal Marketing

Sony Interactive Entertainment is the company behind the PlayStation brand, known for its innovation and excellence in gaming. They are seeking a Brand Manager - Live Content and Seasonal Marketing to lead marketing strategies and execution for player engagement and lifecycle initiatives for MLB The Show. The role focuses on connecting in-game content with real-world baseball moments and ensuring sustained player engagement throughout the baseball season.

Responsibilities:

• 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
• 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
• 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
• 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
• 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
• 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

Requirements:

• 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
• 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