Electronic Arts

Your Mission

As the Battlefield Franchise Director, Asia Markets; you wake up every day thinking about the growth of the franchise in the region. Reporting to the Snr Director of Franchise will understand the Battlefield franchise, markets, and player communities. You will guide the Battlefield Asia Market franchise strategy and marketing implementation. Representing the voice of the franchise at the regional level, both internally and with external partners creating growth and delivering understanding between studio, commercial and marketing.

You are the head of the Battlefield franchise in the Asia and Emerging Markets region, and main partner for all departments. You are responsible and accountable for all Asia franchise strategy, revenue, and regional go-to market planning and strategic agreement. This includes our market and player strategy, go-to-market campaign planning, operating plans, resource, and budget prioritisation, and return on investment efforts, you are working across a matrixed organisation of local teams and global teams, focusing on maximising both the short- and long-term opportunities for a franchise in an extremely diverse and dynamic growth region.

Macro Goals

• Responsible for the success and achieving the Battlefield franchise goals across Asia and Emerging Markets with strong focus in China.

• Main partner for all departments, creating growth and delivering understanding between Studio live ops, commercial and marketing.

• You are responsible and accountable for all the Asia Franchise Strategy, revenue, and regional go-to market planning and strategic agreement.
  
  

Responsibilities

• Guide teams to set clear goals to achieve player acquisition, engagement, and revenue growth across Asia, ensuring all important partners are connected and operating under aligned OKR's.

• Shape the Asia hyper-culturalization strategy for our franchises, ensuring our games and experiences are represented with local accuracy in market and with our players.

• Assume a leadership role in promoting understanding and accountability to results throughout the company including studio, brand, creative development, integrated communications, media, esports, insights, commercial, and finance.

• Oversee all strategic and operational aspects of the business across local teams for agreement and consistency.

• Partner and collaborate with local, studio & central brand teams to develop the franchise strategy, define positioning for local markets, setting local publishing goals and plans, applying publishing frameworks and aligning headcount with the needs of the franchises.

• Partner with commercial teams to agree on forecasting and help develop local market commercial plans partnering with important partners to bring to execution.

• Partner with marketing teams to agree on Go-to-market strategies that align to player insights and market dynamics.

• Partner with Analytics teams to distil large volumes of consumer research, intel and market trends into tangible insights that can be used to improve the local player experience and inform strategies for brand performance and activation.

• Create a team culture that encourages employees to test new ways to reach and engage players and fans.

• Develop meaningful relationships with important agencies, brands, partners in the region.

Qualifications

• 10+ years in Publishing, product management or similar experience with a commerce focus from gaming (console, PC, or mobile); entertainment; technology; or consumer products.

• Experience working with development studios on the creation of hyper localised content roadmap and building the associated brand marketing plans, marketing campaigns, and the development of creative materials to match.

• Experience using insights and data to create strategy, analyse market opportunities and trends.

• Ability to galvanise and collaborate with a variety of stakeholders across a matrixed organization, leading through inspiration and partnership across diverse teams, will be essential to success in this role.

• Passionate about games and gaming communities. Understanding of the latest gaming systems, industry trends and experience in the Asia game market.

• Proficiency in narrative building with the ability to create compelling presentations for multiple audiences.

• Veteran leading global launch campaigns at the local scale and the ability to understand learnings from both the successes and the failures.

• Understand how to interpret data and indicators and turn analytical insight into actionable plans.