In September of this year, Sony bolstered its global marketing department by hiring Andrea Perez, a significant executive from sports apparel company Nike. This newest addition will take on the Senior Vice President of Global Marketing role and focus on Sony's Interactive Entertainment wing.
Sony appears to be increasing its ranks for something big. In July, reports circulated of job postings calling for engineers to assist with the improvement and implementation of PS3 emulation for the PS5. This popped up right after a patent was filed that appeared to point toward Sony working on making legacy peripherals compatible with modern PlayStation consoles.
In September 2022, former Nike Global Vice President and General Manager of the Jordan Women's division, Andrea Perez, became the Senior Vice President of Global Marketing at Sony Interactive Entertainment (SIE)/PlayStation. This news was broken by several outlets as well as on SVP's LinkedIn, with Perez sharing a few words regarding both her time at Nike and her new role with SIE.
Perez’s new role will have her overseeing multiple global marketing campaigns related to everything PlayStation. While the hiring of a new senior-level marketing executive does not necessarily mean the company is looking to accomplish what was reported back in June or July of this year, the company does stand to benefit from Perez’s expertise in regards to capturing the global market in more demographics than they currently appeal to.
Perez’s previous position leading marketing for Nike’s Jordan Women’s division could give her a unique insight into that particular demographic. While video games and the PlayStation brand are largely male-focused at the time of this writing, this move may be a strategic play to better appeal to other genders and age groups as well. This goes beyond just the games on their platforms, as Perez will be pushing all PlayStation products, including the new PlayStation Stars program as well as hardware like the PS5 and PSVR headsets.
Speaking of the PSVR headset, the timing of this hire may line up with the launch of the PSVR 2 expected to release in early 2023. That coupled with God of War Ragnarok being released in November means it’s a great time for Sony to improve its marketing push to “win the holiday season” and beyond. With just a month since Perez took on the role, it looks like she’ll have plenty of campaigns in the near future to settle in.
Source: Andrea Perez/Linkedin