Director of Membership and Performance Marketing

This is a Full Time Job

About the role

Reporting to the VP, Membership Planning, you will lead growth planning, budget allocation, forecasting, and performance tracking across brand, performance marketing, lifecycle marketing, and other growth initiatives. You’ll work closely with Performance Marketing, CDI (Center for Data & Insights), Finance, and regional teams to help determine where we invest, measure what is driving performance, and ensure resources are going toward the highest-ROI opportunities.

This role is for someone with a background in management consulting, strategy and analytics, or marketing/growth analytics who brings structured thinking and a creative approach to solving problems, along with a strong understanding of markets and regions, marketing channels and attribution, and content-driven consumer businesses.

Key Responsibilities
• Lead marketing investment planning and budget allocation across brand, performance marketing, lifecycle marketing, and other growth initiatives.
• Own budget forecasting, tracking, scenario planning, and performance reporting in partnership with CDI (Center for Data & Insights) and Finance.
• Build budget allocation models using performance, ROI, and growth goals to guide investment decisions.
• Turn cross-channel marketing data into clear insights and recommendations for senior leaders.
• Partner with channel teams to design incrementality tests and use the results to improve campaigns and shift spend toward higher-ROI opportunities.
• Use attribution, incrementality testing, media mix modeling, content calendars, and seasonality to guide budget and marketing decisions.
• Establish and track KPIs, including free trial and paid subscriber performance and forecasts.
• Bring Growth, Finance, CDI, and regional teams together around priorities, budgets, forecasts, and business plans.
• Lead weekly growth reviews and initiative tracking, as well as executive and board-level reporting.
• Support the use of AI and machine learning in marketing decisions, including media mix modeling, spend allocation, and forecasting.
• Identify and support innovation pilots that have the potential to scale across Sony.

We are considering applicants available to work a hybrid schedule, with three days each week onsite at our Dallas office.

About You
• Strong analytical, strategic, and problem-solving skills, including financial modeling, business cases, executive presentations, and strategy development.
• Proven ability to manage large budgets across multiple markets and investment areas, partnering closely with Performance Marketing, CDI (Center for Data & Insights), and Finance.
• Fluency in both analytics and influence, with the ability to turn incrementality testing, budget performance, and AI insights into decisions on spend, priorities, and growth.
• Strong executive presence and communication skills, with the ability to influence and align senior leaders and cross-functional teams.
• Comfortable navigating changing priorities, ambiguity, and multiple projects at once.
• Proven ability to work across time zones, cultures, and teams in a global or distributed organization.
• Ability to help optimize investment decisions and scale AI-enabled marketing capabilities.
• Passion for anime, entertainment, or youth culture is a plus.
• MBA, analytics degree, or equivalent advanced degree preferred.

About the Team

Growth Planning and Budget Allocation team

This team will be responsible for both planning, tracking and allocating budgets across various functions (e.g. brand, performance marketing, lifecycle marketing) of the growth team to ensure we spend towards the highest ROI initiatives. This team will work closely with analytics (CDI), finance (Finance), marketing/growth and regional teams to continue to level up our budget allocation/tracking and free trial/paid subscriber tracking/forecasts, and lead the weekly growth meetings and initiative tracking process.