Audience Business Analyst (Gaming)

Location: Hybrid, San Mateo, California, United States

Salary: $136,300–$204,500 USD base pay annually

Company

hirify.global creates and operates the PlayStation brand, including gaming hardware, network services, and entertainment experiences serving more than 100 million people.

What you will do

• Collaborate with marketing and agency partners across regions to create custom audience segments for player acquisition, engagement, and retention campaigns.
• Advise campaign partners using insights from audience data, marketing analytics, data science models, and consumer research.
• Contribute to the AIM Scrum team by delivering audience activation value and optimizing operations across owned and paid marketing channels.
• Manage ad hoc and automated customer lists for PlayStation’s global digital marketing channels.
• Ensure customer segments are delivered efficiently and successfully to global marketing platforms.
• Partner with Martech product teams to translate business needs into requirements and feature enhancements.

Requirements

• Ability to collaborate and communicate effectively with marketing, product and engineering teams, agencies, and partners across regions and cultures.
• Experience with marketing platforms and channels, including email, paid media, and custom tools.
• Experience with Martech and Adtech platforms, including Salesforce Marketing Cloud, DMPs, publisher partners, and social partners.
• Experience executing analysis projects involving lifecycle marketing, targeting and segmentation strategies, cohort analysis and tracking, churn prevention, A/B and multivariate testing, and reporting dashboard design and development.
• SQL programming experience and 3 years of experience working with relational databases are required.
• 5 years of marketing operations experience are required.
• Bachelor’s degree or equivalent.
• Strong verbal and written presentation skills, with the ability to present data compellingly and influence partner strategy.
• Understanding of analytical approaches and the ability to establish clean testing frameworks for meaningful downstream measurement reporting.
• Experience with BI visualization tools such as Domo and Tableau.
• Analytical, data-driven problem-solving approach, with flexibility to accommodate evolving business needs.
• Experience working collaboratively under pressure on complex, international, large-scale, time-critical projects.
• Passion for gaming and video game culture.

Culture & Benefits

• Hybrid working policy.
• Medical, dental, and vision coverage.
• Matching 401(k), paid time off, and wellness program.
• Employee discounts for Sony products.
• Possible eligibility for a bonus package.
• Inclusive and equal-opportunity work environment.

Hiring process

• Background checks are conducted at the offer stage and may include criminal background checks for some roles.