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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

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

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

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

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

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

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

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

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

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

What You'll Bring

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

• Bachelor'sdegree or similar relevant years of experience

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

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

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

• Experience in project/program management

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

• Analytical and organized - able to bring structure to ambiguity.

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

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

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

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