Marketing Director, Brand Culture (Gaming)

TL;DR

Marketing Director, Brand Culture (Gaming): Developing hirify.global’s global youth culture strategy and translating cultural insights into scalable brand platforms, partnerships, and activations with an accent on Gen Z engagement, gaming culture, and entertainment intersections. Focus on defining a global cultural point of view, evaluating creators and cultural partners, and measuring brand relevance and business impact across regions.

Location: Remote within the United States; the role is flexible and pay varies by geographic location. San Mateo, California, is listed as the primary location, with Seattle compensation provided as an example.

Salary: $212,000–$318,000 USD base pay for the Seattle market, plus potential bonus eligibility.

Company

hirify.global is the gaming and entertainment brand of Sony Interactive Entertainment, delivering hardware, network services, and interactive experiences to more than 100 million people.

What you will do

• Define hirify.global’s long-term cultural vision and brand point of view for global youth audiences.
• Identify cultural territories across entertainment, music, fashion, sports, gaming, and lifestyle categories.
• Lead research into youth and gaming culture, including communities, platforms, behaviors, creators, and cultural partners.
• Embed cultural strategy across brand marketing, partnerships, social, influencer marketing, events, creative, and commercial teams.
• Develop scalable global platforms and activations that build audience engagement and brand affinity.
• Establish measurement frameworks for cultural relevance, engagement, and business impact while aligning global and local priorities.

Requirements

• Bachelor’s degree in marketing, advertising, or a related field.
• 15+ years of experience building culturally relevant brands in gaming, entertainment, sports, fashion, music, technology, or consumer lifestyle categories.
• Proven experience defining and executing youth culture strategy for a global brand.
• Deep expertise working with creators, influencers, talent, and cultural partners in social-first environments.
• Strong understanding of Gen Z and emerging youth audiences, including relevant platforms, communities, and behaviors.
• Experience influencing senior leadership, managing agencies and external partners, and leading cross-functional teams across multiple regions.

Culture & Benefits

• Flexible remote work within the United States, with geographic pay adjustments.
• Medical, dental, and vision coverage.
• Matching 401(k) and paid time off.
• Wellness program and employee discounts on Sony products.
• Potential eligibility for a bonus package.
• Background checks are conducted at the offer stage.