Senior Manager, Global Digital and Social Marketing - Franchise

Position Summary

Corporate Franchise Management leads the cultivation of SPE's most important intellectual properties by coordinating across divisions to develop multi-year transmedia plans spanning creative leadership, business affairs, distribution, marketing, consumer products and experiences. Central to this work is building enduring fandom and sustaining meaningful audience connections beyond individual content releases.

The Senior Manager, Global Digital and Social Marketing - Franchise plays a key role in delivering Corporate Franchise Management's vision, translating its enterprise franchise strategies, brand positioning and long-term priorities into compelling digital and social programs. The position sits within SPE's Global Digital and Social team, reporting directly to the Executive Director, Global Digital, with a dotted-line reporting to Corporate Franchise Management. Priorities and success measures will be jointly agreed, with the role remaining closely connected and accountable to Corporate Franchise's goals.

The Senior Manager will develop platform-native strategies and content that deepen engagement, attract new audiences and keep franchises culturally relevant between major releases. The role will identify emerging platforms, formats, creator opportunities and cultural conversations that advance franchise objectives, drawing on Global Digital and Social's strategic leadership, creative expertise, platform insights, best practices and coaching.

Responsibilities

• Priority Franchise Social Strategy: Develop social media strategies and briefs for Sony Pictures' priority brands and franchises, translating the enterprise franchise strategy, brand positioning, audience priorities and long-term objectives defined by Corporate Franchise Management into effective social programs. Align plans with Global Digital and Social leadership to ensure strong platform strategy, creative execution and audience engagement.
• Content Planning and Development: Translate enterprise brand and franchise priorities into ongoing social content calendars and playbooks that reflect major franchise moments across film, television, consumer products, games, experiences, promotions, fan support and other initiatives. Partner with internal creative teams, external agencies and creators to develop compelling assets optimized for individual platforms and audiences, with particular emphasis on sustaining fan engagement between major releases.
• Cross-Divisional Coordination: Serve as a central point of coordination across SPE divisions to gather information on upcoming franchise activity and ensure relevant initiatives are represented through franchise social channels. Work closely with Corporate Franchise Management to develop processes and integrated plans that reflect the full breadth of franchise activity across Sony Pictures.
• Agency and Budget Management: Lead the selection, briefing and day-to-day management of external social media and creative agencies supporting franchise handles, in alignment with Global Digital and Social leadership and Corporate Franchise Management. Provide clear creative and strategic direction, review agency work and ensure deliverables meet franchise objectives and brand standards. Manage agency scopes, timelines and performance, as well as the corporate budget allocated to agency compensation and paid media, with budget priorities and spending aligned with Corporate Franchise Management.
• Enterprise Social Partnership: Work closely with Sony Pictures' centralized social and digital operations team within Distribution, which manages platforms, publishing infrastructure and related operational capabilities. Provide franchise-specific strategy, prioritization, content and creative direction for franchise handles managed through that team. Coordinate across Global Digital and Social, Corporate Franchise Management and enterprise social operations to ensure aligned planning and execution.
• Performance and Franchise Accountability: Establish KPIs and reporting in partnership with the Executive Director, Global Digital, and Corporate Franchise Management, incorporating audience growth, engagement, consumer and cultural relevance, and progress against franchise goals. Review results and priorities regularly with both teams, using audience insights and performance data to refine programs and inform future planning.

Qualifications

• 8+ years of experience in digital and social marketing, entertainment marketing, franchise management or a related field.
• Deep understanding of major social platforms, digital content formats, creator ecosystems and fan communities.
• Experience developing social strategies for entertainment, media, consumer brands or intellectual property.
• Demonstrated ability to translate broader brand or business strategies into compelling social content and audience programs.
• Experience managing creative and/or social media agencies.
• Strong project management skills, with the ability to manage multiple franchises, stakeholders and timelines simultaneously.
• Excellent communication and interpersonal skills, with demonstrated success working across complex, matrixed organizations and aligning stakeholders around shared goals.
• Strong creative instincts combined with an analytical mindset and comfort using audience and performance data.
• Experience managing budgets and external vendors.
• Passion for entertainment, storytelling, fandom and evolving audience behaviors.

Pay and benefits

The anticipated base salary for this position is $111,474.00 to $144,917. This role may also qualify for annual incentive and/or comprehensive benefits. The actual base salary offered will depend on a variety of factors, including without limitation, the qualifications of the individual applicant for the position, years of relevant experience, level of education attained, certifications or other professional licenses held, and if applicable, the location of the position.

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