Campaign Marketing and Brand Experience Manager

Mexico City, Mexico

 

Role Overview:

PlayStation Mexico is seeking a passionate and dynamic individual to be part of our team.

Your role is to bring to life brand, hardware, software or peripheral global marketing strategies locally by developing, augmenting and executing campaigns to ensure they create impact and resonate with locally audiences. Leading the execution of go to market strategies, you’ll work collaboratively with the wider marketing team and their respective agencies to deliver on key marketing and business KPI’s.

Will be responsible to think big strategically and creatively to bring ideas for Brand Partnership, Influencers, Events and Sponsorship opportunities. In this role you will also work with agency partners to develop and execute engaging activation ideas to support the PlayStation brand, our biggest IPs releases, PS5 & VR hardware and the PS Plus subscription service.

Our ideal new team member is skilled at building relationships, creative, can multi-task, prioritize, and has experience working across functional teams and agencies. A skilled marketer, with a passion for gaming, sports and entertainment that is excited about the opportunity to bring to life exciting brand fame moments.

 

 

What you’ll be doing:

 

Marketing Campaign Management:

• Responsible for Campaign Management of Brand, HW, 1st & 3rd Party SW, PH according to the fiscal year priorities and launches.
• Collaborate with the Global Media teams to develop local service campaigns (PS Store, Plus, PSD).
• Work with Global Product Marketing to disseminate product information and global strategies, provide feedback on local market nuances and evangelise the product internally.
• Lead local marketing campaign activity throughout the product lifecycle (market & audience insight, agency brief, marketing plan, above and below the line marketing activities, post-campaign analysis), acting as first point of contact on owned projects for all internal departments (Sales, Trade Marketing, Communications, Operations, Finance)​.
• Project manage the planning, briefing, localisation and execution of global marketing campaigns including paid media, coordinating multichannel outputs -and tracking approvals to ensure campaigns are delivered on time.
• Guardian/champion of the PlayStation brand and software IP through management, development, and approval of PlayStation brand assets on first and third party campaigns​.
• Work closely with the Marketing Analytics and Media Manager to
  • Utilise existing research materials and player insights to ensure a full understanding of our audience and the impact of our campaigns against agreed objectives and KPIs​.
  • Understand local market nuances and local media & consumer/player insights to create impactful campaigns in context of global strategies.
• Partner with other team members on consumer engagement activities such as events, social media, and community initiatives​ that leverage cultural nuances and/or resonate with local audiences.
• Assist the Consumer Experience team in the development of relevant campaign materials for retail channels.
• Develop a close relationship with 3rd party partners to effectively implement global marketing partnerships that meet global and local business KPI’s.
• Work closely with other Campaign Managers, ensuring that individual campaign activations and creative executions form part of a wider, coherent campaign and brand positioning.
• Manage external agencies on projects to ensure timely development of marketing assets and other related activities.
• Creation of adhoc campaign status/summary reports for regional and global use.
• Participate in local/regional working groups to address business challenges/opportunities.
• Be “the voice of the player” within the business to maintain focus on the customer while also meeting business goals.
• Continual analysis of competitive products and competitor activity across marketing, sales and PR to ensure PlayStation campaigns are delivering best-in-market results.​
• Prudent observation of finance processes including budget management, timely PR & PO processing, on-going analysis of open POs and invoice recognition to ensure balances are closed to allow for timely re-investment​.

 

Influencers and Content Creation management:

• Identify, build, and maintain relationships with key influencers and power users, and track the impact of that interaction.
• Work with other marketing team members to plan and define an always on influencer strategy, in particular Global Marketing.
• Work with Global Marketing in the creation / implementation of influencer program that ladders to Global Network of Talent.
• Keep key and top-tier influencers informed about the latest news on upcoming feature/product launches, major content updates, and event beats
• Establish metrics for growing and engaging content creator audience; regularly analyse & report on sentiment & make adjustments plan according to performance.
• Prepare and manage talent during events and live-streams to ensure the highest-quality broadcast.
• Initiate positive and supportive conversations with content creators around content, contests, information and opportunities that will be of interest to our players.
• Represent PlayStation in Influencers and Community events and help to hold offline gathering to strengthen our bond with them.
• Manage content schedule and provide content suggestions to the selected influencers
• Send out game surveys to collect feedback from core players on a regular basis.
• Develop close relationships with guild leaders to understand their needs.

 

 

Brand Partnerships:

• Development and management of Partnership strategy including identifying key categories and partners in the (Territory) market, building relationships, and collaborating on developing and executing high-impact brand partnership programs.
• Support local execution of Globally negotiated brand partnership programs.
• Key contact and executor of One Sony initiatives.

 

 

Experiential/Event Activations:

• Support campaign managers on AAA campaigns to build out activation plans that leverage culture and compliment local marketing initiatives.
• Lead agency briefing, management and budget responsibility for all consumer events and campaign-specific experiential activations.
• Plan and deliver and event manage specialist flagship local consumer events.

 

 

Sponsorships:

• Lead development/refinement of annual sponsorship strategy, annual tactical plans, quarterly scorecards, and ROI measurement
• Leverage PlayStation Global sponsorship properties such as the UEFA Champions League and NBA locally and maximise those opportunities collaboratively with the Global Partnership team.
• Evaluate/identify local sponsorship prosperities, making recommendations, leading negotiations and management of day-to-day relationship in line with brand and business priorities.
• Collaborate cross-functionally with 3P game lead for sports games, owned social & PR lead for sponsorship extension opportunities. 

 

 

Administration:

• Budget & time management – ensure that you are working with agencies on delivering content in time for local and global review (as needed). You will be expected to define budgets, interrogate thoroughly ahead of approval and keep within the agreed budget.
• Monthly budget forecasting and financial administration in relation to all PR and Social Media agencies and hard costs.
• Ensure Social sentiment and consumer reaction to announces are captured and shared with partners from across the SIE territory and Global business.
• Deliver comprehensive evaluations after launches that provides an overview of performance, insights, results vs. critical metrics and findings.

 

 

What we’re looking for: 

• +5 years of brand/product/campaign and activations management experience, ideally working with consumer-facing brands/products.
• Bachelor’s degree in business, Marketing, Communications or related field OR equivalent experience.
• Exceptional organisational and planning skills with the ability to manage multiple tasks, prioritise and pivot to respond to business demands in a dynamic and busy environment
• Excellent communication/written/presentation skills with high attention to detail
• Power to work autonomously but collaboratively in a team environment with minimal direction
• Confident communicator with demonstrated ability to influence and manage stakeholders and external suppliers on a local and global level
• Ability to show initiative and be proactive, possessing a “can-do” attitude
• Naturally collaborative with a strong emphasis on building and leveraging relationships both internally and externally
• Appetite in consumer insights, leveraging data and experience to develop creative solutions in response to challenges and opportunities.
• A love/interest in video games or appreciation for interactive entertainment
• Industry experience is highly regarded and a passion for the gaming industry is essential
• Team player: Broad level of involvement across many marketing areas and many other functions.

 

 

 

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