Director, Integrated Analytics Partner, D2C

About the role

At Sony Interactive Entertainment (SIE) PlayStation, we create unforgettable gaming experiences-and we're just as committed to building a world-class team. As a leader in interactive entertainment, PlayStation operates at a massive scale, supporting millions of players worldwide and processing billions of transactions annually across our digital ecosystem. We are seeking a Director of Embedded Analytics to lead business analytics for the PlayStation Store and broader Direct-to-Consumer (D2C) digital commerce experience. This role is part of a centralised analytics organisation, with a dedicated mandate to embed high-impact analytical thinking directly within Store product, merchandising, and commercial teams. You will be supporting a $16bn+ business line - on of the largest in global digital media - that is investing heavily in Machine Learning and AI to create more personalised, friction free and optimised customer experiences that unlock improved user experience for players and monetisation for our incredible creators. Unlike traditional BI or reporting functions, this role focuses on driving decisions through deep analysis, structured problem solving, and close partnership with business leaders. You will lead a team of analysts aligned to key Store domains (e.g., merchandising, pricing & promotions, discovery, checkout, and subscriptions), ensuring analytics is a core input into product and commercial strategy. You will act as a thought partner to Store leadership, helping shape roadmap prioritisation, optimise player purchasing journeys, and unlock sustainable revenue growth.

Responsibilities

• Embedded Analytics Leadership
• Define and lead the embedded analytics approach for the PlayStation Store within a centralised analytics model. Partner closely with Store product, commercial, and lifecycle teams as a trusted advisor on strategy and performance
• Ensure analysts are deeply integrated into day-to-day decision-making while maintaining strong alignment with central analytics standards
• Decision Support & Strategic Insight
• Drive high-impact analyses across the digital commerce funnel, including discovery, conversion, basket composition, and checkout
• Identify opportunities to improve player experience and revenue through pricing, promotions, merchandising, and content placement
• Translate complex player and transaction data into clear, actionable recommendations for senior stakeholders
• Experimentation & Measurement
• Partner with product and experimentation teams to define success metrics and evaluate feature and experience changes. Ensure robust analytical design and interpretation of experiments (A/B tests and quasi-experimental approaches)
• Champion a test-and-learn mindset across Store and D2C teams
• Commercial & Player Analytics
• Analyse player purchasing behaviour across games, add-ons, subscriptions (e.g., PlayStation Plus), and in-store events. Inform strategies around lifecycle monetisation, cross-sell/upsell, and content bundling
• Support forecasting and scenario analysis in partnership with finance and commercial teams
• Cross-Functional Collaboration
• Work closely with BI/reporting teams to ensure consistent metrics and scalable dashboards (without owning reporting delivery)
• Partner with data science teams on advanced modelling use cases (e.g., propensity, segmentation), translating outputs into business action
• Collaborate with data engineering to ensure analytics requirements are reflected in data models and tracking
• Team Leadership & Development
• Build, lead, and mentor a team of high-performing embedded analysts
• Set clear expectations for analytical rigor, business impact, and stakeholder engagement
• Develop talent through coaching, feedback, and structured career development
• ________________________________________
• Qualifications & Experience
• 10+ years in analytics or related roles, with significant leadership experience in embedded or business-facing analytics teams
• Experience in digital commerce, gaming, or subscription-based businesses (strong preference for marketplace/platform experience)
• Proven ability to influence product and commercial decisions through data
• Domain Expertise
• Deep understanding of ecommerce and D2C metrics: convers

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.

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