Electronic Arts

Lifecycle Manager, Apex & Action Adventure – Growth Planning

The future of entertainment is interactive, and our Marketing team plays an important role in this future by building content, culture, and community around our brands. We empower audiences to Play, Create, Watch, and Connect across our amazing franchises and experiences, including The Sims, Madden NFL, EA SPORTS FC, Apex Legends, and Battlefield. We’re a multi-functional group, with world-class expertise in building fandoms, driving interactive storytelling, and positioning our franchises at the center of the broader entertainment ecosystem.

Growth Planning 

Growth Planning is responsible for delivering an audience-first approach to planning across channels and content to maximize growth and capitalize on data revealed opportunities. We have a relentless focus on designing a cohesive ecosystem across audiences, channels, and content to deliver a frictionless fan experience. 

The Lifecycle Manager will oversee global planning for lifecycle marketing across Apex Legends and Action Adventure titles, managing one direct report. As a key strategic partner to Studio, Brand Marketing, Creative, and Marketing Intelligence, you will collaborate with cross-functional teams to execute initiatives focused on player acquisition, engagement, retention, and monetization. These efforts aim to deliver value to players and drive significant business impact. This position reports to the Senior Manager, Core Games, within the FPS & Action/Adventure pod of Growth Planning.

Responsibilities:

• Responsible for the planning of email and in-game marketing channels for Apex Legends and Action/Adventure titles. Creating plans that thoughtfully addresses both player needs and business objectives with clear goals, KPIs, strategies and tactics.
• Identify data-driven opportunities to create rich and personalized programs using first part data and dynamic content that drive outcomes across the player journey (acquisition, engagement, retention, and monetization).
• Collaborates closely with Creative, Production and Studio partners to guide the asset development process, ensuring we deliver relevant and compelling messaging for our players while following channel best practices. Deliver back actionable creative insights to strengthen and evolve the approach each campaign. 
• Oversee the Lifecycle measurement strategy for Apex Legends and Action/Adventure titles by outlining test and learn opportunities, clearly defining KPIs by channel, and delivering actionable reports to the business on marketing performance against objectives. 
• Manages day-to-day interactions with Brand, Creative, Studio, and Analytics stakeholders, pushing capabilities to ensure best-in-class CRM principles, guidelines and investments are made for your respective franchises. 
• Build strong relationships with internal partner teams to ensure we have the tools and technology to execute current and future campaigns.
• Tests new capabilities and opportunities, staying up-to-date on the evolving CRM landscape and best practices.

Qualifications:

• Multiple years of experience in CRM either in strategy or cross-channel planning roles, preferably in gaming or digital services.
• Ability to use behavioral data to personalize and optimize player experiences across email, push, in-game, and SMS.
• Strong analytical and quantitative thinking with proven success in goal setting, KPI development, experimentation and overall measurement of CRM.
• Ability to drive change across your team and partner teams.
• Ability to effectively communicate with confidence with senior leaders; experience advocating for the role of CRM across the marketing organization
• Some people management experience.