This position reports to the SVP Brand Creative for Sony Pictures Television (SPT). This new role will oversee all brand social and editorial that is created and executed through our global hybrid internal agency model within SPT. This role will evangelize the “One Sony” philosophy and establish the social editorial brand vision, voice, strategy for all Sony Pictures Entertainment (SPE) brands and IP that will be pushed globally from this centralized model while helping build infrastructure, pipelines and protocol across the Global Brand Management Group and Creative Centers around the world. The VP will provide direction and strategy, build a global team, create efficiencies, outline capabilities, source appropriate talent that services various business units across SPT.
This individual will have a breadth of talent ranging in various areas of expertise- editorial, social publishing, content, digital strategy, analytics and insights, communications, managing a social studio, etc. always with an eye towards future capabilities and opportunities. She/ he will be adept at spearheading new editorial, social, content and strategy endeavors within corporate environments and the nuances and complexities of international business practices. She/ he is adept at running an international team.
Our vision as Sony is to fill the world with emotion through the power of creativity and technology. She/ he is a passionate advocate for collaborating across all Sony businesses and is the international liaison as it relates to everything social. She/ he is adept at creating business models across brand that can scale, eliminate inefficiencies, maximize capabilities and ultimately elevate and unify our Sony brand voice across the globe in order to strengthen and scale our presence in the market. We service a growing group of internal Sony Pictures Entertainment partners and projects including but not limited to Sony Pictures Television Studio, Distribution, Syndication, Franchise Marketing, all Sony Networks, Home Entertainment, Sony Global Marketing, Ad Sales, PR, Theatrical Marketing, Alliance Group, etc. She/ he works in partnership with VP Operations (VPO), VP Production (VPP) VP Creative (VPC) in new business development and business strategy and will pioneer a path for the businesses mentioned above who currently go outside for consultancy as well as collaborate with those businesses that currently have internal social teams.
Duties and Responsibilities
Pioneer a path leveraging the power of SPT Studios, Distribution and Networks in order to establish brand equity and awareness
Develop new communities of interest, tapping into global fandoms
Craft the editorial brand voice as it pertains to social publishing across Sony IP
Develop and execute global social strategy across platforms on behalf of IP
Adept at building infrastructure and pipelines that can scale globally
Adept at media planning as it pertains to marketing spend across global platforms and activations
Continuously analyze metrics and research latest social trends/ technologies to evolve the voice and strategy
Work closely with the team to build, deploy, track & optimize social media campaigns to successfully execute the defined strategy
Has a unique understanding of platforms across the globe and the cultural nuances needed to maximize these platforms
Collaborate with global Creative Centers (writers, designers, preditors, producers, operations, etc.) to create strategy and content that is shared amongst SPT businesses
Develop strong relationships working cross-functionally across showrunners, marketers, and business leaders to deliver social-based storytelling initiatives and campaigns
Leverage partnerships with social platforms and influencers to formulate unique opportunities
Be a key representative of Creative Center’s social initiatives, both to internal executives as well as external partners and key business leads
Assist SVP in department-wide resource assignments and planning (global staffing and budgeting)
Work Experience Requirements
Seasoned leader with experience in an agency or publisher environment
Established history of creating, launching and managing social first storytelling
Experience running social strategy and creative content campaigns
Spearheaded social creative projects, management, staffing, and career development for teams both domestic and international
Deep knowledge of digital platforms with ability to leverage relationships and create opportunities to collaborate in order to set the highest standard across our Sony portfolio of brands/ IP
Developed focus on shifting paradigms and cultivating a highly creative culture that will elevate the Sony brands and unify the portfolio and tent pole IP across the globe
Highly entrepreneurial, proven successes regarding ROI
Proven track record in change management and shifting corporate culture with the ability to inspire and mentor team members focused on new growth trajectory forging a path to new ways of thinking and doing business
Ability to collaborate cross functionally across multiple business verticals
Advocate who evangelizes our Sony brands and the parent company and can attract major talent and grow the organization to be creatively competitive within the current media landscape
Passionate about original, acquired and library content and global branding initiatives and breaking new ground
Grace under pressure with a strong sense of collaboration
Ability to work flexible hours
Business acumen a must
Consultancy experience a plus
Knowledgeable about performance marketing
Strong communication skills (written and verbal), time management, anticipation, teamwork, proactive problem solving, critical and strategic thinking, leadership, innovation, strong ability to multi-task and pivot
In addition to having a passion for all types of content, this individual also has her/ his finger on the pulse of pop culture and social trends in design, marketing and advertising. She/ he is passionate about storytelling and audience and the elevation of these brands.She/ he is a skilled storyteller at heart. She/ he is able to move our business forward through strategic social creative and is interested in entering, creating and sustaining an informed dialogue with fans from existing platforms as well as discovering additional avenues to engage and sustain new audiences and fandoms.
Background on Creative Center (Culver City, Miami)
Creative Center is a global, hybrid internal agency that is a centralized hub for Distribution, Franchise, Syndication and Global Marketing, Home Entertainment, Global Networks, Ad/ Sales, Sony Pictures Television and Sony One Initiatives. Our focus is to service businesses across the globe within the Sony universe.
We are a design consultancy that brings best practices from the agency world into our corporate studio environment. We harness what’s relevant from both and blend within our model. We apply high-end creative, strategy and intimate knowledge about our brands to every engagement with a sense of urgency, efficiency and fiscal responsibility. We are built to be nimble and customize teams based on the various creative needs of our constituents.
We currently ideate and execute the 360 marketing campaigns for all original show launches, tent pole acquisitions as well as all B2B, B2C events for Sony Pictures Television. We are the on-air promotion group for the Global Networks business. We are the branding agency for global marketing designing and launching Sony Networks around the world and the global campaigns for those brands and One Sony Initiatives.