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Strategy & Vision:
- Define long-term cultural vision and point of view for youth audiences globally.
- Establish the brand’s key intersection with entertainment, music, fashion, and sports.
- Develop a clear framework for the brand’s authentic expression within culture.
Cultural Intelligence:
- Drive ongoing research into youth culture and gaming culture.
- Evaluate cultural spaces, collaborators, creators, and lifestyle categories for strategic fit.
Marketing Integration & Scale:
- Embed cultural strategy across Brand Marketing, Partnerships, Social, Influencer Marketing, Events, and Creative teams.
- Create scalable global platforms and activations connecting PlayStation to youth culture authentically.
- Establish measurement frameworks for relevance, engagement, brand affinity, and business impact.
Sony Interactive Entertainment
Sony Interactive Entertainment (SIE) is the company behind the PlayStation brand, a subsidiary of Sony Group Corporation that delivers cutting-edge hardware and network services to over 100 million people. SIE is a dynamic technology and entertainment leader, known for its beloved intellectual properties and a culture of innovation and excellence.