Integrated Communications PIC

Responsibilities:

1. Develop and execute market promotion plans based on target users, scenario needs, and product value to achieve specified category/product promotion objectives:

—Formulate the Message House and content strategy (e.g., press releases, speeches, media topic planning) through systematic analysis of target users, scenario needs, brand and product value, etc.

—Develop market promotion plans based on analysis of target users' purchase journey, media habits, etc., from market research reports (e.g., CPJ, FGI), combined with competitive landscape.

—Set reasonable communication cadence and objectives aligned with business goals and budget, and execute plans to achieve targets.

—Evaluate communication effectiveness against objectives using platform and third-party data monitoring tools, propose improvement plans, and continuously apply PDCA.

2. Develop annual communication strategy, plan and execute campaigns integrating company priorities and industry trends, covering online touchpoints (PR, social media, advertising) and offline touchpoints (stores, events) for omni-channel integrated marketing:

—Achieve communication goals through a mix of brand official launches, thematic campaigns, KOL/KOC product seeding during marketing nodes, UGC on social media accounts, combined with off-site and on-site EC advertising resources.

—Integrate offline activities and various consumer touchpoints: drive online traffic to offline experiences and leverage offline experiences to feed online content creation, achieving full-funnel integrated communication while incentivizing MySony member registration to build a private domain traffic pool.

—Ensure brand core messaging (e.g., brand philosophy, product value) remains consistent across all online and offline touchpoints in all marketing activities, managing brand image and reinforcing brand awareness.

—Monitor core communication metrics and competitive landscape using social media platform tools and the company's omni-channel marketing dashboard, continuously applying PDCA to optimize investment rhythm, channel mix, content formats, etc., improving communication efficiency and effectiveness.

3. KOL Marketing, covering evaluation, outreach, content creation, to performance evaluation:

—Manage KOL marketing on mainstream social media platforms, identify creator resources and value, handle creator sourcing, communication, content ideation, and key relationship building/maintenance based on communication goals, and guide agencies in execution.

—Create relevant content and independently oversee content quality by identifying product highlights based on user insights, being responsible for conversion effectiveness.

—Maintain familiarity with major social media platform ecosystems, user habits, and marketing tools, continuously generating creative ideas and executions to drive implementation.

—Continuously optimize and iterate by analyzing data, observing and compiling case studies, and developing replicable methodologies.

4. Understand gaming industry trends and explore partnership value with tournaments, teams, exhibitions, etc.:

—Continuously monitor and grasp changes in the gaming industry landscape, track competitor marketing activities, and distill marketing strategies.

—Evaluate the IP value of tournaments, teams, etc., identify collaboration opportunities and plan marketing initiatives to build deep connections with gamers.

5. Optimize communication performance, maintain media relations, and secure positive public sentiment:

—Stay updated on upgrades to media, EC, and other platform data tools to enable comprehensive communication funnel analysis; optimize target audiences using first-party and third-party data to improve targeting accuracy and conversion rates.

—Select the most effective media channels to reach target users based on different CoIs; establish and maintain a media and KOL/KOC database, fostering strong relationships to secure crucial public sentiment support for the brand.

—Monitor product market reputation changes, provide optimization directions and suggestions to enhance product favorability.

6. Cross-departmental Collaboration:

—Collaborate across departments (e.g., Product Marketing, other Marketing Center departments, EC Sales) to facilitate the achievement of communication and business objectives.

7. Other Management Duties:

—Manage service quality of various suppliers based on daily project operations.

—Continuously explore third-party market suppliers to ensure Sony has an adequate quantity and quality of supplier resources.

—Effectively manage projects, especially in complex situations with multiple concurrent projects.

—Appropriately control project costs, manage budgets, and ensure timely settlement.

Requirements:

1. Bachelor's degree or above, with at least 2-3 years of work experience in marketing, market promotion, advertising, or public relations.

2. Strategic mindset.

3. Strong learning ability, market analysis and consumer insight capabilities, marketing planning and execution skills.

4. Strong communication skills and cross-departmental collaboration ability.

5. Good data analysis skills.

6. Good command of English and Chinese in listening, speaking, reading, and writing.

7. Japanese language proficiency (preferred).

8. Preference given to candidates with experience working in a multicultural corporate environment.

9. Familiarity with media, new media marketing, advertising, public relations promotion, and crisis management is a plus; passion for gaming and understanding of the gaming industry and culture are preferred.

Sony Introduction

Sony Group Corporation is a creative entertainment company with a solid foundation of technology. Across its six business segments - Game & Network Services; Music; Pictures; Entertainment, Technology & Services; Imaging & Sensing Solutions; and Financial Services - Sony's purpose is to fill the world with emotion through the power of creativity and technology.

Bring your uniqueness to Sony

We recognize that each and every one of us is original and different. Diversity and inclusion are in our DNA, they drive innovation. We empower our people to achieve one goal: to fill the world with emotion, through the power of creativity and technology.

Disability Accommodation for Applicants

We are committed to creating greater corporate values and better practicing social responsibilities through diversity and various perspectives. We strive to maintain a safe and healthy work environment free from discrimination and harassment, in which individuals can realize their full potential. Sony respects and promotes inclusiveness and diversity of talent by providing equal work opportunities without discrimination based on ethnicity, nationality, religion, gender, age or other factors.