Growth Marketing Manager (Lifecycle)
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.
Role overview
The PlayStation Store & Services Marketing team is responsible for driving growth across PlayStation Store, PlayStation Plus and PlayStation Direct. The team sits at the centre of commercial performance, paid and owned media, CRM, lifecycle marketing, customer engagement and experimentation.
We are seeking a commercially minded Manager, Growth Marketing - Engagement & Experimentation to help drive the next stage of our customer engagement, CRM / lifecycle and experimentation agenda.
This role will shape how we use audience signals, lifecycle journeys and customer behaviour to improve conversion, retention, engagement and revenue across paid and owned channels. It will work closely with CRM, lifecycle, media, product, analytics and commercial teams to turn growth opportunities into clear plans, measured activity and scalable recommendations.
The ideal candidate will combine strong CRM / lifecycle experience, audience strategy, growth marketing judgement, experimentation discipline and commercial storytelling.
What you'll be doing
CRM, lifecycle and engagement growth
- Support and drive customer engagement strategy across CRM, lifecycle, paid media and onsite journeys.
- Shape audience and lifecycle programmes that improve conversion, retention, customer value and player experience.
- Identify opportunities across high-intent customer signals, onboarding, reacquisition, recommendations, subscription journeys and abandoned journeys.
- Partner with CRM, lifecycle, MarTech and product teams to define the right route for each opportunity, from campaign activity to longer-running customer journeys.
- Help set clear guardrails for targeting, suppression, fatigue, control groups and measurement.
Experimentation and optimisation
- Build and manage a prioritised roadmap of growth opportunities across paid, owned, CRM, lifecycle and onsite experiences.
- Translate commercial priorities into clear briefs, hypotheses, success metrics and decision rules.
- Work with cross-functional experimentation partners to design and deliver measured growth activity.
- Prioritise opportunities by commercial impact, customer value, confidence, effort and speed to learn.
- Turn performance insight, customer behaviour and creative learning into practical optimisation recommendations.
Measurement, insight and scale
- Work with analytics and data science partners to ensure activity is designed with clean measurement from the start.
- Interpret results with the right level of confidence, separating proven impact from directional or diagnostic reads.
- Create scale recommendations for successful activity, including target timing, owner, budget implication and performance review plan.
- Build simple reporting and decision views that help stakeholders understand what changed, why it matters and what action is recommended.
Cross-functional leadership
- Represent engagement and experimentation priorities in Growth Marketing forums, performance reviews and business planning discussions.
- Partner closely with performance optimisation, forecasting, quarterly planning, paid media, lifecycle, analytics, finance and commercial teams.
- Help move the function from reporting into decision-driving by making recommendations clear, evidence-based and action-oriented
- Support team members and partners on CRM / lifecycle planning, experiment design, commercial interpretation and stakeholder communication.
What we're looking for
- 5+ years of experience in CRM, lifecycle marketing, customer engagement, growth marketing, performance marketing, digital strategy, eCommerce or marketing consultancy.
- Strong understanding of CRM, customer journeys, audience strategy, segmentation, paid and owned media, and conversion drivers.
- Experience building lifecycle or engagement programmes across email, push, onsite, app or paid media channels.
- Experience designing, prioritising or reading out experiments, ideally across CRM, paid media, onsite / product surfaces or eCommerce journeys.
- Strong commercial judgement, with the ability to connect customer behaviour, media performance, incrementality and revenue outcomes
- Comfortable working with analytics and data science partners on measurement design, confidence, activity duration, holdouts and result interpretation.
- Strong data analysis capability and confidence using dashboards or BI tools to identify trends, risks and opportunities.
- Strong written and presentation skills, with the ability to turn complex data into concise commercial narratives.
- Experience working in matrixed global organisations, partnering with stakeholders across marketing, product, commercial, finance and analytics.
- A practical working style: able to make trade-offs, unblock work and keep activity moving without overcomplicating the process.
What good looks like
- CRM and lifecycle priorities are clearly linked to customer behaviour, commercial goals and measurable outcomes.
- Engagement programmes improve conversion, retention, customer value or player experience
- Growth activity launches with clean hypotheses, decision rules and measurement plans.
- Results are interpreted with the right confidence level, and ambiguous results are not overstated.
- Successful activity moves into ongoing marketing plans with a named owner, target timing and performance review plan.
- Lifecycle and engagement programmes are measured as customer and commercial growth systems, not isolated campaign reads.
- Stakeholders get clear recommendations, trade-offs, risks and next steps.
Benefits:
- Discretionary bonus opportunity
- Hybrid working model (FlexModes)
- Private Medical Insurance
- Dental Scheme
- 25 days holiday per year
- On Site Gym
- Subsidised Café
- Free soft drinks
- On site bar
- Access to cycle garage and showers
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 our Candidate Privacy Notice for more information about what personal information we collect, how we use it, who we share it with, and your data protection rights.
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 our Candidate Privacy Notice for 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.
Sony Interactive Entertainment is a Fair Chance employer and qualified applicants with arrest and conviction records will be considered for employment.
Apply for this job
*
indicates a required field