Influencer and Comms Strategist (contract)

Why Sony Interactive Entertainment?

Sony Interactive Entertainment isn’t just the Best Place to Play — it’s also the Best Place to Work. Sony Interactive Entertainment (SIE) is the company behind the PlayStation brand. As a subsidiary of Sony Group Corporation, we’re part of a proud legacy of innovation and excellence. SIE is a dynamic technology company, delivering cutting-edge hardware and network services to more than 100 million people and an entertainment leader, home to some of the most beloved and recognizable intellectual properties (IP) in the world. Our role at SIE is to create and nurture the experiences under the PlayStation brand, a name synonymous with entertainment excellence and creativity.

Influencer and Content Creator Strategist (Contract)

Toronto, Canada, hybrid (preferred)

*Please note, this is a temporary position, expected to last 12 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 team’s success. Applications from fully remote candidates will still be considered.

The Influencer and Content Creator Strategist will lead influencer initiatives in Canada—owning 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 community—then 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…