Marketing Director, Brand Culture

Key Responsibilities

• Define long-term cultural vision and point of view for youth audiences globally.
• Establish the brand’s key intersection with entertainment, music, fashion, sports.
• Identify the cultural territories, behaviors, and signals that will shape the future relevance.
• Develop a clear framework for the brand’s authentic expression within culture.
• Drive ongoing research into youth culture and gaming culture.
• Evaluate cultural spaces, collaborators, creators, and lifestyle categories for strategic fit and impact.
• Create scalable global platforms and activations that connect PlayStation to youth culture in authentic and meaningful ways.
• Establish measurement frameworks that assess relevance, audience engagement, brand affinity, and business impact.
• Lead thought leadership and partnerships with Brand Marketing, Partnerships, Influencer Marketing, Events, Creative, and Commercial teams.
• Manage projects, prioritize tasks, meet deadlines, and manage resources effectively.
• Influence senior leadership and lead cross-functional teams across multiple regions.

Cultural Intelligence

• Drive ongoing research into youth culture and gaming culture.
• Evaluate cultural spaces, collaborators, creators, and lifestyle categories for strategic fit and impact.

Marketing Integration & Scale

• Create scalable global platforms and activations that connect PlayStation to youth culture in authentic and meaningful ways.
• Embed cultural strategy across Brand Marketing, Partnerships, Social, Influencer Marketing, Events, and Creative teams.
• Establish measurement frameworks that assess relevance, audience engagement, brand affinity, and business impact.

Leadership

• Thought leader and partner to Brand Marketing, Partnerships, Influencers & Events Marketing, Creative, and Commercial teams.
• Demonstrate a solutions-oriented mindset, troubleshooting challenges and adapting plans to meet evolving business and market needs.
• Balance global alignment with appropriate local and product-level flexibility, reinforcing a one SIE mindset while respecting market and portfolio needs.

Skills and Qualifications

• Bachelor’s degree in marketing, advertising, or a related field.
• 15+ years of experience building culturally relevant brands within gaming, entertainment, sports, fashion, music, technology, or consumer lifestyle categories.
• Proven experience defining and driving youth culture strategy for a global brand.
• Deep expertise working with creators, influencers, talent, and cultural partners in social-first environments.
• Strong understanding of Gen Z and emerging youth audiences, including the platforms, communities, and behaviors shaping culture today.
• Genuine interest and/or passion for gaming, entertainment, technology, or digital consumer brands.
• Track record of translating cultural insights into breakthrough marketing programs, partnerships, and brand platforms at global scale.
• Experience managing agencies and external partners.
• Strong project management abilities, including the capacity to prioritize tasks, meet deadlines, and manage resources effectively.
• Experience influencing senior leadership and leading cross-functional teams across multiple regions.