Influencer and Content Creator Strategist (Contract)

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Influencer and Content Creator Strategist (Contract)

Toronto Canada hybrid (preferred)

East Coast remote (considered)

*Please note this is a temporary position expected to last 12-18 months. This role has a hybrid schedule with a minimum of one day per week on-site and additional in-office days as needed needing the candidate to be within driving distance of the SIE office in Toronto. Will consider East Coast based remote candidates. We aim to provide flexibility while ensuring the support and collaboration essential to our teams success. Applications from fully remote candidates will still be considered.

The Influencer and Content Creator Strategist will lead influencer initiatives in Canadaowning both high-impact paid creator partnerships and the ongoing PlayStation creator/talent partnership program. As a key member of the Global Communications and Canadian Marketing team this role is responsible for developing and executing influencer strategies that support brand and campaign objectives. Your mission is to create cultural impact and measurable excitement around game and product launches by partnering with creators who authentically move the gaming communitythen turning those partnerships into best-in-class content moments across platforms like YouTube TikTok Twitch Instagram Facebook and X (Twitter). The individual will oversee strategic planning day-to-day program management global content alignment local content development and performance reporting and analysis.

The ideal candidate brings strong experience in influencer marketing and relationship management across both paid and earned programs. They possess excellent organizational and communication skills strong attention to detail and the ability to manage multiple priorities in a fast-paced collaborative environment. This person should also be comfortable stepping into an established program and ensuring continuity operational efficiency and sustained momentum throughout the duration of the contract.

The successful candidate will be a natural relationship builder with a proven track record of managing influencer and player relationships while supporting integrated marketing campaigns.

Responsibilities include:

Influencers and Content Creation management

Own the Canada creator/influencer strategy across the launch calendar ensuring creator activity ladders to clear campaign objectives (awareness excitement cultural conversation community engagement) and fits the realities of gaming communities

Lead paid influencer partnerships end-to-end with agency support: creator sourcing and evaluation outreach negotiation contracting briefing deliverable management approvals and post-campaign reporting.

Develop creator campaign briefs that translate campaign strategy into creator-native storytelling (what to say what to show what to avoid) and ensure creators clearly understand product positioning and key beats.

Partner with Social PR/Comms Local Campaign Managers and Global PlayStation teams to integrate creators into broader campaigns and community moments.

Coordinate creator capture plans and access moments (e.g. content days livestream plans behind-the-scenes access event activations) and provide on-site/on-set support when required to ensure optimal content capture and creator experience.

Stay ahead of creator platform trends emerging voices and cultural moments in Canada proactively identifying opportunities where PlayStation can show up with relevance.

Run and grow the PlayStation creator and talent partnership program in Canada: recruiting and onboarding creators tiering/relationship management ongoing communications community touchpoints and program operating rhythms

Identify build and maintain relationships with key influencers content creators and power users evaluating the impact of these partnerships on an on-going basis.

Develop and implement content creator tactics for key software and brand campaigns collaborating closely with the Global Marketing Talent Partnerships team.

Create and define an always-on engagement strategy.

Ensure top-tier influencers are informed about upcoming feature and product launches major content updates and key announcements.

Define and report performance measurement for creator work (reach views/watch time engagement quality sentiment share of conversation community growth signals) and translate results into actionable recommendations for future launches.

Establish metrics to grow and engage the content creator community; regularly analyze sentiment and performance data and adjust strategies accordingly.

Own creator/influencer governance and operational hygiene: creator database management documentation of learnings and consistent sharing of best practices across teams.

Manage budgets for creator partnership fees in-kinds exchanges and productions in Canada including forecasting tracking and post-mortems that connect spend to outcomes.

Foster positive and supportive conversations with content creators around content opportunities contests and initiatives relevant to the player community.

Distribute player surveys and collect feedback from core players on a regular basis.

Build and maintain strong relationships with key community leaders to better understand community needs and insights.

Protect PlayStation brand and community trust by setting clear creator standards: brand safety inclusion community conduct expectations and Local Canadian disclosure compliance.

Administration:

Manage budgets and timelines for influencer and content creator initiatives working with agencies to identify and vet the right influencers and ensure content is delivered on schedule for local and global review as needed.

Define and manage campaign budgets thoroughly reviewing proposed spend prior to approval and ensuring all activities remain within agreed financial parameters.

Oversee monthly budget forecasting and financial administration related to influencer and content creation programs.

Monitor social sentiment and consumer reactions to announcements capturing key insights and sharing findings with partners across SIE territories and global teams.

Deliver comprehensive post-launch evaluations summarizing performance insights results against key metrics and actionable learnings.

Qualifications:

Bachelors degree or equivalent

5 years of experience in influencer marketing partnerships or creator programs ideally working with consumer-facing brands or products.

Proven creator/influencer experience with end-to-end ownership of paid partnerships (strategy talent selection negotiation/contracts execution reporting)

Demonstrated ability to lead agency partners and talent-driven content productions (creative development production planning approvals timelines budgets)

Exceptional briefing and storytelling ability: can translate a launch strategy into authentic creator-native content moments.

Deep fluency in gaming culture and creator ecosystems including how gamers discover discuss and adopt new games/products across social platforms.

Strong creator judgment: ability to spot culturally relevant talent early assess authenticity/fit and anticipate community reaction

Strong communication skills including written verbal and interpersonal communication.

Passion for gaming and community building.

Deep understanding of the digital social and media landscape with the ability to identify and interpret emerging digital trends.

Proven ability to work independently demonstrate creativity strong attention to detail and the ability to manage multiple projects simultaneously.

Familiarity with major content creator platforms including YouTube Facebook TikTok Instagram and Twitch.

Experience developing and managing creator-led initiatives such as giveaways contests and community engagement programs.

Understanding of mobile gaming free-to-play models or live-service operations is a strong plus.

Strong project management skills with the ability to prioritize tasks and manage multiple initiatives effectively.

Data-literate: comfortable defining success metrics reading creator performance signals and using insights to optimize strategy

High integrity and compliance mindset including understanding of disclosure requirements and brand safety expectations in Canada and globally

English required; French Canadian language proficiency is a plus.

Proficiency with collaboration and productivity tools such as Microsoft Office Suite Google Workspace Slack and AI tools (e.g. ChatGPT Copilot).

This posting reflects an active existing opportunity at Sony Interactive Entertainment and were excited to connect with candidates interested in joining our team. This is a contract position expected to last 12-18 months.

As part of our recruitment process we may use technology including artificial intelligence to support the review of applications and identify candidates whose experience aligns with the requirements of the role. All decisions are made by our hiring team and these tools are used to support not replacehuman judgment.

We value diverse experiences and do not require prior Canadian work experience for this role.

Please note Sony Interactive Entertainment conducts background checks at the offer stage for all new employees (which may include criminal background checks for some roles) and will need to process personal information to support these checks.

Please refer to ourCandidate Privacy Noticefor more information about what personal information we collect how we use it who we share it with and your data protection rights.

Equal Opportunity Statement:

Sony is an Equal Opportunity Employer. All persons will receive consideration for employment without regard to gender (including gender identity gender expression and gender reassignment) race (including colour nationality ethnic or national origin) religion or belief marital or civil partnership status disability age sexual orientation pregnancy maternity or parental status trade union membership or membership in any other legally protected category.

We strive to create an inclusive environment empower employees and embrace diversity. We encourage everyone to respond.

PlayStation is a Fair Chance employer and qualified applicants with arrest and conviction records will be considered for employment.