Growth Marketing Manager (Lifecycle)

Responsibilities

• 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.

Requirements

• 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, con

Additional Information

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.

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