Brand Manager - Live Content and Seasonal Marketing

Sony Interactive Entertainment is the company behind the PlayStation brand, creating and nurturing entertainment experiences for PlayStation players. The Brand Manager will lead the marketing strategy and execution for live content, player engagement, retention, and lifecycle initiatives across MLB The Show. The role will develop integrated strategies across owned, earned, and paid channels while connecting in-game content, real-world baseball moments, and marketing activations.

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