Senior Manager, Global Digital and Social Marketing - Franchise

Sony Pictures Entertainment•Culver City, CA

8d•$111,474 - $144,917

About The Position

Corporate Franchise Management cultivates Sony Pictures Entertainment’s important intellectual properties by coordinating across divisions to create multi-year transmedia plans and build enduring fandom. The Senior Manager, Global Digital and Social Marketing – Franchise helps deliver this vision by turning enterprise franchise strategies, brand positioning and long-term priorities into compelling digital and social programs. Based within SPE’s Global Digital and Social team, the position reports directly to the Executive Director, Global Digital and has a dotted-line reporting relationship to Corporate Franchise Management. Priorities and success measures are agreed jointly, and the role remains closely connected and accountable to Corporate Franchise’s goals. The Senior Manager develops platform-native strategies and content to deepen engagement, attract new audiences and keep franchises culturally relevant between major releases. The role identifies emerging platforms, formats, creator opportunities and cultural conversations that advance franchise objectives, drawing on the strategic leadership, creative expertise, platform insights, best practices and coaching of Global Digital and Social.

Requirements

At least 8 years of experience in digital and social marketing, entertainment marketing, franchise management or a related field.
Deep understanding of major social platforms, digital content formats, creator ecosystems and fan communities.
Experience developing social strategies for entertainment, media, consumer brands or intellectual property.
Ability to translate broader brand or business strategies into compelling social content and audience programs.
Experience managing creative and/or social media agencies.
Strong project management skills and ability to manage multiple franchises, stakeholders and timelines simultaneously.
Excellent communication and interpersonal skills, with success working across complex, matrixed organizations and aligning stakeholders around shared goals.
Strong creative instincts, an analytical mindset and comfort using audience and performance data.
Experience managing budgets and external vendors.
Passion for entertainment, storytelling, fandom and evolving audience behaviors.

Responsibilities

Develop social media strategies and briefs for Sony Pictures’ priority brands and franchises, translating enterprise franchise strategy, brand positioning, audience priorities and long-term objectives into effective social programs.
Align social plans with Global Digital and Social leadership to support strong platform strategy, creative execution and audience engagement.
Create ongoing social content calendars and playbooks reflecting franchise activity across film, television, consumer products, games, experiences, promotions, fan support and other initiatives.
Partner with internal creative teams, external agencies and creators to develop platform- and audience-optimized assets, particularly to sustain fan engagement between major releases.
Coordinate across SPE divisions to gather information about upcoming franchise activity and represent relevant initiatives through franchise social channels.
Work with Corporate Franchise Management to develop processes and integrated plans that reflect franchise activity across Sony Pictures.
Lead selection, briefing and day-to-day management of external social media and creative agencies supporting franchise handles, in alignment with Global Digital and Social leadership and Corporate Franchise Management.
Provide agencies with strategic and creative direction, review their work, and ensure deliverables meet franchise objectives and brand standards.
Manage agency scopes, timelines and performance, as well as the corporate budget allocated to agency compensation and paid media; align budget priorities and spending with Corporate Franchise Management.
Partner with Sony Pictures’ centralized social and digital operations team within Distribution, providing franchise-specific strategy, prioritization, content and creative direction for franchise handles managed through that team.
Coordinate across Global Digital and Social, Corporate Franchise Management and enterprise social operations to support aligned planning and execution.
Establish KPIs and reporting with the Executive Director, Global Digital, and Corporate Franchise Management, covering audience growth, engagement, consumer and cultural relevance, and progress against franchise goals.
Regularly review results and priorities with both teams, using audience insights and performance data to refine programs and inform future planning.