Lead Franchise Strategist

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 Play Station 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 Play Station brand, a name synonymous with entertainment excellence and creativity.

Play Station Studios has created some of the most loved worlds, characters, and stories in entertainment. Our opportunity now is to build those IP with greater intention — growing audiences, deepening fandom, and creating more ways for people to engage with Play Station franchises beyond the release of a game.

We are looking for a Lead Franchise Strategist to help shape that work.

This is not an integrated marketing role, a licensing or consumer products role, or a role focused on extending a launch campaign. We are looking for someone who understands how entertainment franchises are built over time — across audiences, stories, formats, products, experiences, and partners.

Gaming experience is valuable but not required. Experience in film, television, animation, publishing, consumer products, licensing, live experiences, or location-based entertainment may be just as relevant.

What matters most is that this person has helped build something. They can look at an IP, understand what makes it special, identify where the strongest audience and commercial opportunities exist, and turn that into a clear and credible plan for growth.

This role will work across Play Station Studios, Portfolio Strategy, Play Station Productions, brand, marketing, insights, finance, consumer products, licensing, legal, and Sony Group partners — connecting creative ambition, audience demand, and commercial opportunity while protecting what fans already love.

• Lead franchise strategy work for assigned priority Play Station IP, from initial opportunity assessment through long-term planning and cross-functional alignment
• Develop franchise strategies that define audience opportunity, positioning, expansion potential, commercial rationale, and priorities for growth
• Proactively identify new ways priority IP could grow, including opportunities that may sit outside Play Station’s existing franchise playbook
• Identify where each franchise has the strongest potential across film, television, animation, publishing, consumer products, music, live and location-based experiences, partnerships, and digital/community engagement
• Help define what each franchise should become over time — and just as importantly, where it should not go
• Use audience research, fandom insights, market trends, competitive benchmarks, and commercial data to make clear recommendations to leadership and cross-functional partners
• Translate franchise ambition into practical roadmaps, sequencing, decision frameworks, and execution priorities
• Support the development of franchise bibles, IP briefs, creative guardrails, and other tools that enable partners to build from a shared understanding of the IP
• Partner with finance and business teams to understand and articulate the value of franchise activity across games and adjacent businesses
• Help evolve Play Station’s approach to long-term franchise planning, bringing greater consistency and rigor to how opportunities are identified, evaluated, and prioritized
• Champion the fan perspective — understanding what audiences love, where they want…