Director, Digital Marketing
Game Shows Group, Sony Pictures Entertainment
Culver City, CA (On-Site)
Role Summary
The Director, Digital Marketing sits within the Game Shows Group (GSG), reporting to the VP, Digital Marketing, and oversees CRM, lifecycle, SMS, websites, future loyalty programs and digital audience engagement across Wheel of Fortune, Jeopardy! and the broader GSG portfolio, including Game Show Network (GSN) and FAST opportunities where applicable.
The Director leads the strategy, execution and optimization of a connected digital ecosystem designed to acquire and retain audiences, support viewership across linear and streaming platforms, strengthen direct audience relationships and deepen engagement. This includes ownership of the Wheel Watchers Club, Jeopardy! CRM programs and future loyalty initiatives, as well as oversight of each brand's website evolution in partnership with Technology to support audience acquisition, engagement, retention, first-party data needs, and broader business and marketing priorities.
The Director will identify and develop opportunities to connect audiences across brands, platforms and experiences through CRM, loyalty, and other direct-to-fan engagement and viewership capabilities.
Key Responsibilities
- Lead digital audience strategy and execution across acquisition, engagement and retention, including CRM, SMS, lifecycle/journeys, websites and loyalty across Game Shows Group properties and platforms.
- Develop and optimize audience journeys that drive acquisition, engagement and retention while connecting owned digital experiences with linear viewing, streaming and other relevant consumer touchpoints.
- Identify opportunities to use owned digital channels and first-party audience capabilities across the portfolio to support programming launches and initiatives, affiliate opportunities, integrations, sweepstakes, stunts, and other marketing priorities.
- Lead SEO, AIO, and discovery optimization strategies to expand organic reach, improve content and partner visibility.
- Drive modernization and optimization of the Wheel Watchers Club and Jeopardy! CRM ecosystems, personalization, loyalty development, and cross-platform optimization.
- Collaborate across Production, Partnerships & Integrations, Streaming, Affiliate Marketing, GSN, Media, and Social to ensure digital marketing capitalizes on show tentpoles, launches, seasonal initiatives and broader marketing priorities.
CRM MarTech
- Own and evolve the omnichannel CRM and lifecycle strategy across email, SMS, websites and additional channels.
- Own the digital audience experience supporting sweepstakes and other engagement initiatives across websites, CRM, email and SMS, including audience journeys, data capture, segmentation, measurement and optimization.
- Build and scale SMS as a high-value lifecycle channel aligned with linear viewership, streaming, engagement, retention, and loyalty goals.
- Translate broader loyalty and audience engagement strategy into actionable plans, business requirements.
- Implement next-generation MarTech capabilities in collaboration with Technology team and vendors, enabling advanced segmentation, dynamic targeting, and automated lifecycle journeys.
- Create unified tracking and measurement approaches to connect behavior across email, SMS, and website channels for stronger attribution and insights.
- Collaborate with Technology to translate business objectives into technology requirements ensuring CRM systems, data pipelines, orchestration tools, predictive models, GA, and AI capabilities for content generation align with enterprise marketing goals.
Website
- Lead the ongoing evolution of Wheel of Fortune, Jeopardy!, GSN and other GSG sites
- Drive experiences that enhance audience utility and engagement, improve data capture and support acquisition, retention, CRM, loyalty, sweepstakes and broader marketing priorities.
- Ensure cohesive connection between site content, features, UX, and the broader audience journey across platforms.
Management:
- Manage a Senior Content Manager and multiple external agencies, ensuring a high-performance and high-accountability operating environment.
- Support the VP, Digital Marketing through close collaboration on strategy development and planning, delivering insights, performance trends, and recommendations that inform marketing direction and investment decisions.
- Lead RFP development, evaluation and vendor selection for digital marketing platforms, agencies and partners, in collaboration with Procurement.
Work Experience Requirements:
- Bachelor's degree preferred
- 10+ years of experience in digital marketing, including CRM, lifecycle, audience engagement, digital platforms or related disciplines, preferably within media, entertainment, sports, streaming or major consumer brands.
- Expertise leading and optimizing multi-channel CRM programs, including SMS and loyalty program frameworks, with demonstrated impact on acquisition, engagement, and retention.
- Experience managing large-scale loyalty or audience engagement programs and leading website evolution.
- Demonstrated success operating in collaborative organizations with multiple stakeholders and high-velocity priorities.
- Exceptional leadership, communication, interpersonal, and organizational skills suited for a high-impact, cross-functional role.
- Leadership experience managing a team and multiple key projects.
- Strong in-person presentation skills and track record of presenting to teams and senior stakeholders.
- Experience with Salesforce Marketing Cloud (Email Studio, Journey Builder, Audience Builder).
- Strong proficiency across the Microsoft Office suite
- Deep knowledge of direct-to-fan marketing trends and how they apply to linear and streaming audiences.
- Passionate about media, game shows, marketing, and building viewership, engagement, and fandom.
- Data-informed but fan-first, with the ability to translate insights into actionable audience and marketing strategies.
The anticipated base salary for this position is $102,191 - $140,000. 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.
Sony Pictures Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
SPE will consider qualified applicants with arrest or conviction records in accordance with applicable law.
To request an accommodation for purposes of participating in the hiring process, you may contact us at SPE_Accommodation_Assistance@spe.sony.com.