Manager of Public Relations & Influencers

• Sony Interactive Entertainment (SIE) is seeking a strategic and experienced Manager, Public Relations and Influencers to join the Global Communications team and lead communications and influencer strategy for the United Kingdom while supporting key global communications initiatives
• In this role, you will lead UK media relations and influencer strategy across all business verticals, ensuring best-in-class local execution of global campaigns through culturally relevant storytelling, strong media and creator relationships and a deep understanding of the UK market
• Reporting into the Global Communications team, you’ll be supported by a network of Communications specialists within our teams worldwide and with the opportunity to help build global strategies and campaigns.

Executing locally, you’ll be based in the UK team in London, collaborating with the local marketing team on a range of global and local campaigns

• You will also contribute to the development and execution of global communication campaigns for Play Station’s exclusive games and products, collaborating closely with cross-functional stakeholders to help shape strategic narratives, identify opportunities to elevate brand awareness and deliver measurable results
• As a communications leader with deep expertise in media and influencer relations, you bring a strong network of UK media and creator contacts, a sophisticated understanding of the evolving landscape and a proven track record of delivering impactful earned and influencer programs.

You are equally comfortable providing strategic counsel to senior stakeholders, managing agency partners, and leading integrated campaigns from planning through execution

• This role includes people management responsibility and requires a leader who can coach and develop team members, foster collaboration and drive accountability while maintaining a high standard of execution in a fast-paced environment
• We are seeking a collaborative, forward-thinking leader who embraces innovation, navigates complexity with confidence, and operates effectively at both a local and global level to deliver communications excellence for one of the world’s leading entertainment brands
• Strategic Communications
• Lead the development and execution of Play Station’s UK communications strategy, aligning local market priorities with global campaigns and business objectives.
• Drive proactive storytelling initiatives that generate high-impact earned media coverage
• Build and maintain relationships with top-tier press and influencers, continually identifying fresh voices and new outlets to tell Play Station’s story
• Identify and amplify culturally relevant moments that elevate Play Station’s relevance within the UK market
• Serve as the UK’s trusted media relations advisor, providing recommendations for local media and influencers for interviews, events, review code, etc
• Partner with cross-functional stakeholders worldwide to support the planning and execution of global communications campaigns, identifying creative tactics that drive measurable impact
• Manage media inquiries and interview requests, seeking guidance as needed
• Contribute to the strategic planning and execution of global communications campaigns supporting Play Station’s exclusive games and products/services, stretching expertise across the business with a strong focus on measurable results and storytelling that connects fans worldwide
• Influencer/Content Creators
• Lead the UK’s influencer and creator strategy, establishing annual and long-term objectives that align to business priorities.

Manage creator executions across enthusiast/gaming-focused creators in support of title and product releases, through to mainstream opportunities to place the brand within broader culture

• Oversee the development and execution of local integrated creator programs across earned, paid, and partnership initiatives, including the global Play Station Playmakers program
• Identify emerging creators, platforms and trends that can expand Play Station’s reach and cultural influence within the UK
• Review and align on local influencer campaign concepts and submissions across all business verticals
• Guide the team in the creation of a comprehensive content creator calendar which leverages key campaign and cultural moments throughout the year, driving brand awareness and engagement across all owned channels
• Collaborate with the local Marketing team to ensure campaign ideas deliver on cultural impact and awareness and achieve KPI’s
• Team Management, Measurement and Reporting
• Manage and develop UK-based communications and influencer team members, providing clear objectives, regular feedback, and career development support
• Lead external public relations and influencer agency management, overseeing scope of work and relationship management to enable best-in-class execution for campaigns in the UK
• Establish best practices, implementing initiatives to strengthen expertise across media relations, influencer engagement, and campaign management
• Set team priorities, allocate resources effectively, and ensure appropriate workload management across multiple campaigns and business priorities
• Support the Director, Marketing on local campaign and resource planning, budget allocations and agency management
• Work with the larger Communications team and Marketing Partnerships team to define metrics and KPIs to measure campaign success of influencer and media activities
• Deliver post-launch evaluations summarizing performance, insights, and results
• Stay current on industry trends and tools, identifying opportunities to improve efficiency and reporting

Qualifications

• Excellent communication skills across written, verbal, and interpersonal formats.
• Proven success developing and executing both earned and paid influencer strategies.
• Demonstrated people leadership experience, including team development, accountability and agency oversight.
• Highly agile, with the ability to manage multiple projects in a fast-paced environment.
• Experience in the gaming, tech, or entertainment sector is a plus.
• This position may require occasional travel.
• Proficiency in using Microsoft Office Suite, Google Workspace, Slack, etc.
• Data-driven, with a disciplined approach to measurement and accountability against KPIs.
• 8-10+ years of Communications/Influencers relations experience, ideally with a background in consumer tech or entertainment.
• Demonstrated creative thinking in strategy and campaign development.
• Strong collaborator, able to work cross-functionally to solve challenges and drive results.
• Deep expertise in media and influencer relations, with a strong network of UK contacts.
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