Influencer and Comms Strategist

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 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:

●      Bachelor’s 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 we’re excited to connect with candidates interested in joining our team. This is a contract position expected to last 12 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 replace,human judgment.

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

The estimated Ontario base pay range for this role is listed below. 83000 - 124600 CAD