Director of Integrated Analytics Partner (D2C)

Requirements

• 10+ years in analytics or related roles, with significant leadership experience in embedded or business-facing analytics teams
• Experience in digital commerce, gaming, or subscription-based businesses (strong preference for marketplace/platform experience)
• Proven ability to influence product and commercial decisions through data
• Deep understanding of ecommerce and D2C metrics: conversion funnels, AOV, attach rate, LTV, promotions effectiveness
• Experience analysing pricing strategies, merchandising performance, and digital storefront optimisation
• Strong familiarity with experimentation frameworks and causal inference concepts
• Advanced SQL required; experience working with large-scale event and transaction datasets
• Proficiency with analytical tools/languages (e.g., Python or R) for deep-dive analysis
• Familiarity with BI tools (e.g., Tableau, Looker) for consumption, not ownership
• Strong stakeholder management skills, with the ability to operate effectively in a matrixed, centralised model
• Comfortable navigating ambiguity and influencing without direct ownership of product or commercial decisions
• Focused on impact over output—prioritising the highest-value problems
• Clear communicator, able to tailor insights for both technical and executive audiences

What the job involves

We are seeking a Director of Embedded Analytics to lead business analytics for the PlayStation Store and broader Direct-to-Consumer (D2C) digital commerce experience. This role is part of a centralised analytics organisation, with a dedicated mandate to embed high-impact analytical thinking directly within Store product, merchandising, and commercial teams. You will be supporting a $16bn+ business line—one of the largest in global digital media—that is investing heavily in Machine Learning and AI to create more personalised, friction-free and optimised customer experiences that unlock improved user experience for players and monetisation for our incredible creators.

Unlike traditional BI or reporting functions, this role focuses on driving decisions through deep analysis, structured problem solving, and close partnership with business leaders. You will lead a team of analysts aligned to key Store domains (e.g. merchandising, pricing & promotions, discovery, checkout, and subscriptions), ensuring analytics is a core input into product and commercial strategy. You will act as a thought partner to Store leadership, helping shape roadmap prioritisation, optimise player purchasing journeys, and unlock sustainable revenue growth.

Define and lead the embedded analytics approach for the PlayStation Store within a centralised analytics model. Partner closely with Store product, commercial, and lifecycle teams as a trusted advisor on strategy and performance. Ensure analysts are deeply integrated into day-to-day decision-making while maintaining strong alignment with central analytics standards. Drive high-impact analyses across the digital commerce funnel, including discovery, conversion, basket composition, and checkout. Identify opportunities to improve player experience and revenue through pricing, promotions, merchandising, and content placement. Translate complex player and transaction data into clear, actionable recommendations for senior stakeholders. Partner with product and experimentation teams to define success metrics and evaluate feature and experience changes. Ensure robust analytical design and interpretation of experiments (A/B tests and quasi-experimental approaches). Champion a test-and-learn mindset across Store and D2C teams. Analyse player purchasing behaviour across games, add-ons, subscriptions (e.g. PlayStation Plus), and in-store events. Inform strategies around lifecycle monetisation, cross-sell/upsell, and content bundling. Support forecasting and scenario analysis in partnership with finance and commercial teams. Work closely with BI/reporting teams to ensure consistent metrics and scalable dashboards (without owning reporting delivery). Partner with data science teams on advanced modelling use cases (e.g., propensity, segmentation), translating outputs into business action. Collaborate with data engineering to ensure analytics requirements are reflected in data models and tracking. Build, lead, and mentor a team of high-performing embedded analysts. Set clear expectations for analytical rigor, business impact, and stakeholder engagement. Develop talent through coaching, feedback, and structured career development.

What Success Looks Like

• Analytics is deeply embedded in PlayStation Store decision-making, shaping product and commercial outcomes
• Store leadership consistently relies on analytics for prioritisation, trade-offs, and performance evaluation
• Measurable improvements in conversion, revenue, and player engagement driven by analytical insights
• Strong partnership model across analytics, BI, and data science with clear role separation and collaboration
• A high-performing team known for both analytical rigor and business impact