Audience Business Analyst

Description

The company behind the PlayStation brand is hiring a new Audience Business Analyst for its Live Service business, based in San Mateo, CA (Collab).

You will be an analyst on the Audience, Infrastructure, and Measurement (AIM) team, which sits within the Growth, Media, and Omnichannel Marketing team and shapes how the company communicates with its consumers.

The role focuses on audience strategy, operations, and activation, and helps the global marketing organization use first-party data to put the customer first in marketing communications.

The company is a subsidiary of Sony Group Corporation. It makes PlayStation hardware and network services used by more than 100 million people, and it also owns a large set of well-known entertainment properties.

AIM analysts have clear specialties, such as SQL development, audience strategy, product leadership, or process optimization, and every team member can learn skills outside their specialty by contributing to all areas of AIM.

Responsibilities

• Act as the subject matter expert on the company's data ecosystem, working with marketing and agency partners in all marketing regions to build custom segments and support campaigns for player acquisition, engagement, and retention.
• Advise partners on campaigns using insights from AIM, marketing analytics, data science models, and consumer research.
• Work in the AIM Scrum team to deliver audience activation, and analyze and implement operational improvements that scale across owned and paid marketing channels.
• Manage ad hoc and automated customer lists that feed PlayStation's digital marketing channels worldwide.
• Make sure all customer segments are delivered efficiently and correctly to global marketing platforms.
• Work with Martech product teams to turn business needs into clear requirements and feature improvements for marketing platforms.

Requirements

• Communicate and collaborate well with established partners across regions and cultures, including marketing, product and engineering teams, and agencies.
• Have experience working across a range of marketing platforms and channels, such as email, paid media, and custom tools.
• Have experience with martech or adtech platforms, such as Salesforce Marketing Cloud, DMPs, and publisher and social partners.
• Have run analysis projects on lifecycle marketing, targeting and segmentation, cohort analysis and tracking, churn prevention, A/B and multivariate tests, and building reporting dashboards.
• Have SQL programming experience (required).
• Have 3 years of experience with relational databases.
• Have 5 years of marketing operations experience.
• Hold a bachelor's degree or equivalent.
• Present data clearly and persuasively, both verbally and in writing, to influence partner strategy.
• Understand analytical methods and can set up clean testing frameworks that support clear, meaningful reporting.
• Have a genuine interest in gaming and video game culture.
• Have experience with BI visualization tools such as Domo and Tableau.
• Solve analytical problems using data, bring a can-do attitude, and adapt to changing business needs.
• Do well in collaborative settings and under pressure, including on complex, international, large-scale, time-critical projects.
• Stay flexible and positive when facing challenges.
• Are willing to get hands-on and take on tasks alongside the team.

Conditions

The base pay range is $136,300 to $204,500 USD. Final pay depends on job-related factors such as knowledge, skills, experience, and location, and the range may vary under the hybrid working policy.

The company sets base pay using market benchmarking data and geographic location.

The company runs background checks at the offer stage for all new employees, which may include criminal background checks for some roles.

Equal opportunity applies.

Benefits

• Eligible for a top-tier benefits package with medical, dental, and vision coverage, a matching 401(k), paid time off, a wellness program, and employee discounts on Sony products.
• May be eligible for a bonus package.