Audience Business Analyst

Title: Audience Business Analyst Location: United States, San Mateo, CA

Audience Business Analyst

San Mateo, CA (Collab)

In this role you will be an analyst on SIE’s Growth, Media, and Omnichannel Marketing team; specifically, as a part of the Audience, Infrastructure, and Measurement (AIM) team. You will play a vital role in shaping and evolving the way we communicate with our consumers. AIM Analysts bring a diverse range of expertise, spanning SQL development and audience strategy to product leadership and process optimization. While AIM analysts have clear areas of expertise, every member of the team has the opportunity to learn and grow new skills outside of their specialty by contributing to all areas of AIM.

We are looking to fill a new Audience Business Analyst role on the AIM team, specializing in audience strategy, operations, and activation for our Live Service business. You will further enable our global marketing organization to use our first party data to put the customer first in all our marketing communications. Together as gamer and customer experience advocates, we can show how PlayStation is truly the Best Place to Play!

Primary Responsibilities

• Collaborate with marketing and agency partners across all marketing regions as the subject matter expert on our ecosystem of data to create custom segments and support campaign executions supporting player acquisition, ongoing engagement, and retention
• Advise partners on campaigns, using data-based insights from AIM, marketing analytics, data science models, and consumer research
• Work as part of our AIM SCRUM team to deliver value to audience activation, while also analyzing and employing operational optimizations that bring our operations to scale across all our owned and paid marketing channels
• Manage ad-hoc and automated customer lists to power PlayStation’s digital marketing channels globally
• Ensure the efficient and successful delivery of all customer segments to global marketing platforms
• Partner with Martech product teams to translate business needs into actionable requirements and feature enhancements for marketing platforms.

Qualifications:

• Ability to collaborate and communicate effectively with a diverse group of established partners including marketing, product/engineering teams, and agencies across different regions and cultures
• Experience with working with a variety of marketing platforms and channels, including but not limited to email, paid media, and custom tools
• Experience working with martech/adtech platforms (Salesforce Marketing Cloud, DMPs, Publisher and Social Partners, etc)
• Executed analysis projects related to lifecycle marketing, targeting segmentation strategies, cohort analysis and tracking, churn prevention, A/B and multivariate tests, and reporting dashboard design and development
• SQL programming experience required
• 3 years’ experience working with relational databases
• 5 years' marketing operations experience
• Bachelor’s degree or equivalent
• Well-spoken with strong presentation-making skills that effectively present data in a compelling way, both verbal and written, to influence partner strategy
• Demonstrates understanding of analytical approaches—can set up clean testing frameworks for clear and meaningful measurement reporting downstream
• Passionate about gaming and video game culture
• Experienced with BI visualization tools such as Domo and Tableau
• You are an analytical problem solver who is data driven, with a can-do attitude and flexibility to accommodate evolving business needs
• You thrive in a collaborative work environment and excel under pressure, with experience working on complex, international, large-scale, time-critical projects
• You are flexible and versatile in nature, able to overcome challenges while maintaining a positive attitude
• You are willing to roll up your sleeves to take on tasks with the team