CRM Business Analyst

Why PlayStation?

PlayStation isn’t just the Best Place to Play — it’s also the Best Place to Work. Today, we’re recognized as a global leader in entertainment producing The PlayStation family of products and services including PlayStation®5, PlayStation®4, PlayStation®VR, PlayStation®Plus, acclaimed PlayStation software titles from PlayStation Studios, and more.

PlayStation also strives to create an inclusive environment that empowers employees and embraces diversity. We welcome and encourage everyone who has a passion and curiosity for innovation, technology, and play to explore our open positions and join our growing global team.

The PlayStation brand falls under Sony Interactive Entertainment, a wholly-owned subsidiary of Sony Group Corporation.

CRM Analyst (Global Partner Development & Relations)

San Mateo, CA (Collab/Hybrid)

The Global Business Strategy & Planning (GBSP) team plays a pivotal role within Sony Interactive Entertainment's (SIE) Global Partner Development & Relations (GPDR) division, driving success by aligning GPDR's business goals with SIE’s broader strategic vision. Our mission goes beyond simply meeting targets - we shape the future by ensuring GPDR achieves its financial, strategic, and people commitments.

With a focus on three key areas - crafting GPDR's strategy and business plans, analyzing performance, and managing operations, the GBSP team is at the heart of the action, steering the organization toward sustained success.  In this role, you will help scale and optimize the GPDR CRM program by bridging business and technical teams, translating stakeholder needs into structured enhancements, and driving scalable solutions that improve how PlayStation manages and engages with global third-party partners.

About the Role

We’re looking for a Business Analyst to help stabilize, structure, and scale the GPDR CRM program, the core system that enables PlayStation to manage global third-party partner relationships.

This role will bridge the gap between business users and technical teams, ensuring the CRM evolves in alignment with GPDR’s goals and workflows. You’ll work closely with stakeholders across Account Management, Portfolio, and Engineering to turn feedback and feature requests into structured enhancements and roadmap inputs that support the broader CRM strategy, driving adoption, data quality, and operational efficiency.

You’ll play an important role in improving how GPDR uses data and technology to manage its global partnerships, helping drive scalable solutions that strengthen how we engage with partners. This unique, cross-functional role provides exposure to teams across the organization, offering a rare opportunity to build a comprehensive understanding of how GPDR operates and delivers value internally and externally.

What You’ll Do

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Partner with business stakeholders to gather and translate requirements into actionable user stories and feature recommendations, informing CRM roadmap planning.

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Manage the centralized intake process for CRM enhancements and support prioritization frameworks established by program leadership

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Collaborate with DTIS Engineering and Salesforce developers to clarify requirements, validate solutions, and track delivery progress.

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Document business processes and workflows, identify opportunities to simplify or automate tasks within Salesforce.

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Support change management and adoption, including user training materials, release communications, and feedback loops.

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Support recurring CRM governance meetings in partnership with stakeholders, providing updates on backlog, release status, and key metrics.

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Monitor CRM data quality and license usage, partnering with teams to improve accuracy, completeness, and adoption.

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Serve as the program’s champion and liaison for CRM feature requests, enhancements, and user feedback.

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Collaborate with stakeholders to define success metrics and performance indicators tied to business outcomes.

What You’ll Bring

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4+ years of experience in business analysis, product management, or CRM administration, ideally in a global organization.

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Understanding of Salesforce or similar CRM platforms - comfortable mapping workflows, data fields, and integrations.

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Proven ability to translate business needs into clear technical requirements and manage competing priorities.

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Excellent communication and facilitation skills; able to lead stakeholder discussions and synthesize input from multiple perspectives.

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Experience in project/program management

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Experience working in a global role, operating with stakeholders across multiple regions

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Analytical and organized - able to bring structure to ambiguity.

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Demonstrated ability to challenge assumptions and propose thoughtful, outside-the-box solutions that improve workflows and user experience

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Comfortable working independently and collaboratively in a cross-functional environment.

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A proactive, diplomatic problem-solver who builds trust across teams.

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Interest in or experience within the gaming, entertainment, or technology industry is a plus.

Please refer to our Candidate Privacy Notice for more information about how we process your personal information, and your data protection rights.

At SIE, we consider several factors when setting each role’s base pay range, including the competitive benchmarking data for the market and geographic location.

Please note that the base pay range may vary in line with our hybrid working policy and individual base pay will be determined based on job-related factors which may include knowledge, skills, experience, and location.

In addition, this role is eligible for SIE’s top-tier benefits package that includes medical, dental, vision, matching 401(k), paid time off, wellness program and coveted employee discounts for Sony products. This role also may be eligible for a bonus package. Click here to learn more.

The estimated base pay range for this role is listed below.
$108,600—$162,800 USD

Please note, Sony Interactive Entertainment conducts background checks at the offer stage for all new employees (which may include criminal background checks for some roles) and will need to process personal information to support these checks.

Please refer to our Candidate Privacy Notice for more information about what personal information we collect, how we use it, who we share it with, and your data protection rights.

Equal Opportunity Statement:

Sony is an Equal Opportunity Employer. All persons will receive consideration for employment without regard to gender (including gender identity, gender expression and gender reassignment), race (including colour, nationality, ethnic or national origin), religion or belief, marital or civil partnership status, disability, age, sexual orientation, pregnancy, maternity or parental status, trade union membership or membership in any other legally protected category.

We strive to create an inclusive environment, empower employees and embrace diversity. We encourage everyone to respond.

PlayStation is a Fair Chance employer and qualified applicants with arrest and conviction records will be considered for employment.