Electronic Arts

The Director of Esports Brand Management will shape and enhance the brand identity of the organization in the competitive and evolving esports landscape. You will lead the development and execution of strategic brand programs that grow awareness, engagement, and loyalty across global audiences. You understand gaming culture, influencer marketing, and community dynamics, with an ability to align brand strategy with Franchise goals.

You will be an important decision maker across Esports brands and will have immediate, direct, and critical impact on an annual and long-term basis across existing esports programs - Madden NFL Championship Series (MCS), College Football, EA FC Pro, Apex Legends Global Series (ALGS) - and any new programs that may be developed, supporting experiences inside and outside the games. You will be part of the Esports leadership team and will report into the Head of Esports

Responsibilities:

Brand Strategy & Development

• Develop a comprehensive brand strategy aligned with our vision and goals.

• Develop a consistent brand voice, tone, and visual identity across all digital and physical touchpoints.

• Analyze industry trends and audience insights to refine brand positioning and maintain a competitive edge.

• Oversee the evolution of brand guidelines to ensure alignment across all internal and external communications.

• Drive the development and execution of marketing strategy and brand foundational work (positioning, brand pyramid, tone and personality) based on insights from management, analytics and insights Teams

Marketing & Campaign Execution

• Lead the conceptualization and execution of multi-channel marketing campaigns that resonate with gaming and esports audiences.

• Collaborate with Franchise brand leaders and cross-functional marketing teams to ensure cohesive messaging and brand alignment.

• Monitor and optimize campaign performance using data-driven insights to maximize reach and engagement.

• Drive influencer and creator partnerships to amplify brand storytelling and foster authentic connections.

Community Engagement & Fan Development

• Build and nurture a passionate community around the brand through interactive content and experiences.

• Develop programs that deepen fan loyalty and drive brand advocacy across social and digital platforms.

• Partner with esports teams, players, and personalities to ensure positive representation and alignment with brand values.

Sponsorships & Partnerships

• Collaborate with commercial, business development and partnership teams to explore revenue opportunities and co-branded initiatives.

• Oversee partner activation strategies to ensure seamless integration with brand goals.

Team Leadership

• Lead a multi-disciplinary brand marketing team, supporting their individual growth and craft expertise development

Cross-Functional Collaboration

• Work with our teams including Franchise marketing, content, product, and sales to ensure brand consistency.

• Collaborate with the esports product team to align tournament activations and team partnerships with brand strategy.

• Provide brand guidance and feedback to external agencies, designers, and creative teams.

Performance Analysis & Reporting

• Set clear KPIs and metrics to measure the effectiveness of brand plans.

• Analyze campaign results, audience engagement, and brand perception to refine future strategies.

• Deliver regular reports to executive leadership, showcasing progress, impact, and opportunities.

Required Skills & Qualifications:

• 7+ years of experience in brand management, marketing, or esports/gaming or entertainment industries.

• Experience in developing and executing high-impact brand campaigns.

• Experience with the esports ecosystem, gaming culture, and digital trends.

• Exceptional leadership and project management skills, with the ability to lead cross-functional teams.

• Strong analytical skills and experience with performance measurement tools.

• Excellent communication, negotiation, and relationship management skills.

• Knowledge of latest platforms (Twitch, YouTube, Discord) and their role in the esports landscape

Preferred Qualifications:

• Experience working with esports teams, leagues, and tournament organizers.

• Established relationships with important influencers, creators, and industry partners.

• Experience leading and building marketing teams

• Expert in consumer brand management and how to apply to gaming and entertainment properties

• A balance of business acumen and creativity to drive the right insight-inspired creative plans that inspire players to play and engage with EA Esports brands

• Collaboration skills across multiple disciplines across marketing, commercial, technology and game development

• Experience growing brands and franchises in global markets