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. Influencer and Content Creator Strategist (Contract)

Please note, this is a temporary position, expected to last 12 months. This role has a hybridschedule, with a minimum of one day per week on-site and additional in-office days as needed, needing the candidate to be within driving distance of the SIE office in Toronto. Will consider East Coast based remote candidates.

Applications from fully remote candidates will still be considered. The Influencer and Content Creator Strategist will lead influencer initiatives in Canada—owning both high-impact paid creator partnerships and the ongoing PlayStation creator/talent partnership program.

Your mission is to create cultural impact and measurable excitement around game and product launches by partnering with creators who authentically move the gaming community—then turning those partnerships into best-in-class content moments across platforms like YouTube, TikTok, Twitch, Instagram, Facebook, and X (Twitter). The individual will oversee strategic planning, day-to-day program management, global content alignment, local content development, and performance reporting and analysis. This person should also be comfortable stepping into an established program and ensuring continuity, operational efficiency, and sustained momentum throughout the duration of the contract.

Own the Canada creator/influencer strategy across the launch calendar, ensuring creator activity ladders to transparent campaign objectives (awareness, excitement, cultural conversation, community engagement) and fits the realities of gaming communities Lead paid influencer partnerships end-to-end with agency support: creator sourcing and evaluation, outreach, negotiation, contracting, briefing, deliverable management, approvals, and post-campaign reporting. Partner with Social, PR/Comms, Local Campaign Managers and Global PlayStation teams to integrate creators into broader campaigns and community moments. content days, livestream plans, behind-the-scenes access, event activations) and provide on-site/on-set support when required to ensure optimal content capture and creator experience. Run and grow the PlayStation creator and talent partnership program in Canada: recruiting and onboarding creators, tiering/relationship management, ongoing communications, community touchpoints, and program operating rhythms Identify, build, and maintain relationships with key influencers, content creators, and power users,



evaluating the impact of these partnerships on an on-going basis.

Develop and implement content creator tactics for key software and brand campaigns, collaborating closely with the Global Marketing Talent Partnerships team. Ensure top-tier influencers are informed about upcoming feature and product launches, major content updates, and key announcements. Define and report performance measurement for creator work (reach, views/watch time, engagement quality, sentiment, share of conversation, community growth signals), and translate results into actionable recommendations for future launches.

Establish metrics to grow and engage the content creator community; regularly analyze sentiment and performance data and adjust strategies accordingly. Own creator/influencer governance and operational hygiene: creator database management, documentation of learnings, and consistent sharing of best practices across teams. Foster positive and supportive conversations with content creators around content opportunities, contests, and initiatives relevant to the player community.

Distribute player surveys and collect feedback from core players on a regular basis. Build and maintain strong relationships with key community leaders to better understand community needs and insights.

Protect

PlayStation brand and community trust by setting clear creator standards: brand safety, inclusion, community conduct expectations, and Local Canadian disclosure compliance. Manage budgets and timelines for influencer and content creator initiatives, working with agencies to identify and vet the right influencers and ensure content is delivered on schedule for local and global review as needed. Oversee monthly budget forecasting and financial administration related to influencer and content creation programs.

Monitor social sentiment and consumer reactions to announcements, capturing key insights, and sharing findings with partners across SIE territories and global teams. Deliver comprehensive post-launch evaluations summarizing performance, insights, results against key metrics, and actionable learnings. Bachelor’s degree or equivalent Demonstrated ability to lead agency partners and talent-driven content productions (creative development, production planning, approvals, timelines, budgets) Exceptional briefing and storytelling ability: can translate a launch strategy into authentic creator-native content moments.

Deep fluency in gaming culture and creator ecosystems, including how gamers discover, discuss, and adopt new games/products across social platforms.

Strong creator judgment:



ability to spot culturally relevant talent early, assess authenticity/fit, and anticipate community reaction Passion for gaming and community building. Deep understanding of the digital, social, and media landscape, with the ability to identify and interpret emerging digital trends. Proven ability to work independently, demonstrate creativity, strong attention to detail, and the ability to manage multiple projects simultaneously.

Familiarity with major content creator platforms, including YouTube, Facebook, TikTok, Instagram, and Twitch.

Experience developing and managing creator-led initiatives such as giveaways, contests, and community engagement programs. Strong project management skills with the ability to prioritize tasks and manage multiple initiatives effectively. Data-literate: comfortable defining success metrics, reading creator performance signals, and using insights to optimize strategy English required; French Canadian language proficiency is a plus.

Proficiency with collaboration and productivity tools such as Microsoft Office Suite, Google Workspace, Slack, and AI tools (e.g., This is a contract position expected to last 12 months. As part of our recruitment process, we may use technology, including artificial intelligence, to support the review of applications and identify candidates whose experience aligns with the requirements of the role. All decisions are made by our hiring team, and these tools are used to support, not replace,human judgment.

We value diverse experiences and do not require prior Canadian work experience for this role. At SIE, we consider several factors when setting each role’s base pay range, including the competitive benchmarking data for the market and geographic location. Please note that the base pay range may vary in line with our hybrid working policy and individual base pay will be determined based on job-related factors which may include knowledge, skills, experience, and location. 83,000—$124,600 CAD Please note, Sony Interactive Entertainment conducts background checks at the offer stage for all new employees (which may include criminal background checks for some roles) and will need to process personal information to support these checks.

Please refer to ourCandidate Privacy Noticefor more information about what personal information we collect, how we use it, who we share it with, and your data protection rights. All persons will receive consideration for employment without regard to gender (including gender identity, gender expression and gender reassignment), race (including colour, nationality, ethnic or national origin), religion or belief, marital or civil partnership status, disability, age, sexual orientation, pregnancy, maternity or parental status, trade union membership or membership in any other legally protected category. We strive to create an inclusive environment, empower employees and embrace diversity.

📌 Influencer And Comms Strategist (Contract) (Winnipeg)
🏢 Influship
📍 Winnipeg