Lifecycle Marketing Specialist

Lifecycle Marketing Specialist

San Mateo, CA / Hybrid 

The Lifecycle Marketing team is part of the broader Global Media and Omnichannel Marketing function within PlayStation and is responsible for implementing multi-channel digital programs and campaigns developing a relevant dialogue with tens of millions of customers across the globe. 

We are advocates for the player. Crafting unforgettable digital experiences that fulfill player curiosity, boost gameplay and drive revenue. We use data-driven insights to build one-to-one relationships and personalized journeys with players across web, email, mobile and on-console. 

The Lifecycle Marketing Specialist role is responsible for delivering lifecycle campaigns head to tail including planning, testing, executing and measurement specifically for Live Service and franchise titles. This creative and innovative individual will work closely with our Creative Studio, Data Science, Audience & Measurement and Marketing teams across the Americas, Europe, and Asia. Together, we are on a mission to redefine owned channel marketing and its relationship to company growth and player engagement.

Main responsibilities:  

• Build, configure, test, QA and launch multi-channel campaigns and automated journeys directly within campaign management tools for Live Service and franchise software titles across email, mobile and on-console messaging channels. 

• Partner closely with senior lifecycle marketing leads to translate strategies and campaign blueprints into high-quality campaigns, moving efficiently from brief through build, approval and launch. 

• Plan campaigns based on existing campaign blueprints, and collaborate with team to iterate and improve on prior campaign structures. 

• Operate with agility in a fast-moving live-service environment, adapting campaign plans, journeys and priorities in response to game updates, player behavior, business needs and emerging opportunities. 

• Lean into automation and trigger-based messaging, spotting opportunities to scale our lifecycle programs.  

• Collaborate with team to drive ‘Player Centricity’ through models, content and player insights to achieve 1:1 personalization at scale across the channel mix. 

• Analyze campaigns and journeys to understand the performance of these activities and build on the results for the next iteration. Share these results back to the business with clear insights and opportunities. 

• Collaborate on test and learn strategy to optimize campaigns; feeding all insights gained back into a continuous process of testing and refinement. 

• Keep a pulse on the lifecycle marketing landscape, seek and understand emerging trends, technologies and innovation to provide ongoing learning for the marketing organization. 

What we’re looking for: 

• Educated to degree level in a related field such as Business, Marketing and a strong academic record. 

• 3+ years of proven experience in B2C marketing, customer lifecycle management, engagement marketing. 

• Experience building Lifecycle Marketing program support for Live Service games is desirable. 

• Highly organized - able to handle a full workload and progress multiple ambitious projects simultaneously thanks to your skill and work ethic. 

• Passionate about the customer– you look at quantitative and qualitative consumer insights to make decisions and recommend improvements. 

• Strong communicator who comfortable briefing Creatives, Analysts, Engineers, Legal and management. 

• Strong analytical and quantitative skills with a consistent track record in data-based decision making. 

• Innovative and constantly exploring new ways of doing things and challenging the status quo. 

• Sophisticated communicator with excellent influencing skills. 

• Experience in Salesforce Marketing Cloud, Journey Builder, and Interactive Studio or equivalent ESP. 

• Excellent interpersonal skills with expertise and integrity that will earn respect and trust with internal team members and external vendors. 

• Experienced in establishing relationships and operating compassionately across cultures. This includes collaborating openly and bringing together different perspectives to drive well-informed decisions. 

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