Audience Business Analyst

PlayStation Global•San Mateo, CA

2d•$136,300 - $204,500•Hybrid

About The Position

The Audience Business Analyst will join Sony Interactive Entertainment’s Growth, Media, and Omnichannel Marketing team, specifically the Audience, Infrastructure, and Measurement (AIM) team. The role specializes in audience strategy, operations, and activation for the Live Service business, helping the global marketing organization use first-party data to put customers first in marketing communications. AIM analysts contribute across audience activation, data and analytics, product leadership, and process optimization, with opportunities to develop skills beyond their core specialties. The analyst will work with marketing and agency partners across regions, advise on campaigns using data-based insights, and help scale audience activation across owned and paid channels. The role also manages customer lists and ensures customer segments are successfully delivered to global marketing platforms, while partnering with Martech product teams to translate business needs into platform requirements and enhancements.

Requirements

Ability to collaborate and communicate effectively with marketing, product and engineering teams, and agency partners across regions and cultures.
Experience working with marketing platforms and channels, including email, paid media, and custom tools.
Experience with martech/adtech platforms, such as Salesforce Marketing Cloud, DMPs, publishers, and social partners.
Experience executing analysis projects related to lifecycle marketing, targeting and segmentation strategies, cohort analysis and tracking, churn prevention, A/B and multivariate testing, and reporting dashboard design and development.
SQL programming experience.
3 years of experience working with relational databases.
5 years of marketing operations experience.
Bachelor’s degree or equivalent.
Strong verbal and written communication and presentation-making skills, with the ability to present data compellingly and influence partner strategy.
Understanding of analytical approaches and ability to establish clean testing frameworks for meaningful downstream measurement and reporting.
Passion for gaming and video game culture.
Analytical, data-driven problem-solving skills, a can-do attitude, and flexibility to accommodate evolving business needs.
Ability to thrive in a collaborative environment and perform under pressure, with experience on complex, international, large-scale, time-critical projects.
Flexible and versatile approach, ability to overcome challenges while maintaining a positive attitude, and willingness to take on team tasks.

Nice To Haves

Experience with business intelligence visualization tools such as Domo and Tableau.

Responsibilities

Collaborate with marketing and agency partners across all marketing regions as a subject matter expert on the company’s data ecosystem, creating custom segments and supporting campaigns for player acquisition, engagement, and retention.
Advise partners on campaigns using insights from AIM, marketing analytics, data science models, and consumer research.
Contribute to the AIM SCRUM team to deliver value in audience activation and analyze and implement operational optimizations across owned and paid marketing channels.
Manage ad-hoc and automated customer lists used by PlayStation’s global digital marketing channels.
Ensure efficient and successful delivery of customer segments to global marketing platforms.
Partner with Martech product teams to translate business needs into actionable requirements and feature enhancements for marketing platforms.