Electronic Arts

Franchise Marketing & Strategy Manager

1 Year - Maternity Cover 

Location: Vancouver

Overview

The EA SPORTS Publishing team blends Commercial, Marketing, Communications, and Creative disciplines into a unified powerhouse. Together, we accelerate EA SPORTS’ long-term ambition to be the leading Sports Entertainment Brand, redefining the future of sports fandom and participation.

As the Franchise Marketing & Strategy Manager for UFC & NHL, you will help shape the go-to-market strategy, campaign development, and activation for two of EA SPORTS’ most exciting global franchises. You’ll partner closely with the Franchise Strategy team to translate business and audience insights and with the Franchise Marketing team to deliver consumer-facing solutions that inspire and grow passionate fan communities. This role requires both versatility across two unique sports cultures and the ability to balance priorities across annual plans, launches, and evergreen engagement.

What You Will Do

Audience & Strategy Alignment

• Collaborate with Franchise Strategy to synthesize business priorities and audience insights

• Delivers singular marketing strategy, creative briefing and campaign planning

• Help establish distinct franchise narratives, ensuring OKRs translate into clear, channel-specific activation plans.

Campaign & Program Development

• Draft and manage cross-functional briefs to ensure creative assets align with franchise positioning and resonate with their respective communities.

• Partner with Creative, Production, Community, Partnerships, Athlete Marketing, and Growth Planning to deliver integrated campaign plans.

• Support annual planning cycles, balancing major campaign launches (e.g., title releases, athlete showcases, seasonal events) with evergreen fan engagement.

Execution & Collaboration

• Ensure campaigns highlight the athlete-driven, event-centric culture of UFC and the team and community-driven culture of NHL in authentic ways.

• Lead program management across both UFC and NHL simultaneously, ensuring timelines, deliverables, and quality standards are consistently met.

• Collaborate with Insights & Performance to track KPIs, optimize activations in real time, and refine campaign strategies based on fan feedback and data.

What You Bring

• 4+ years of experience within strategic marketing at a brand or agency.

• 2+ years of experience in creative development, activation, or integrated campaign planning.

• Experience and interest in sports, gaming, entertainment, or NHL and UFC preferred.

• Strong ability to interpret commercial data, audience insights, and campaign performance to inform strategy.

• Demonstrated experience in brief writing and translating complex strategies into clear, actionable communication.

• Proven collaboration, influence, and leadership skills across cross-functional teams.

• Strong project management abilities, with a track record of leading teams under rigorous deadlines.

• Equal comfort in developing a presentation deck or managing a spreadsheet.