Electronic Arts

The Senior Manager, CRM Strategy is a senior leader responsible for the end-to-end CRM strategy and execution for EA’s entertainment franchises. This role owns lifecycle communication strategy while also being directly accountable for the successful implementation, rollout, and performance of CRM campaigns across channels such as email, in-game messaging, and push notifications.

Balancing strategic leadership with operational rigor, this role ensures that CRM programs are player-first, data-driven, and flawlessly executed at scale. The Senior Manager works cross-functionally with franchise leadership, brand, product, analytics, creative, production, and technology teams to translate franchise priorities into high-impact lifecycle programs that deliver measurable business results.

Key Responsibilities

Strategy & Lifecycle Leadership

• Own CRM lifecycle strategy for assigned entertainment franchises, defining who we communicate with, when, and how across key player moments (onboarding, engagement, reactivation, live service beats, and seasonal events).
  
  

• Establish clear strategic frameworks for segmentation, targeting, cadence, channel mix, and experimentation that align player needs with franchise goals.
  
  

• Partner closely with franchise and marketing leadership to align CRM strategy with broader brand, content, and live service roadmaps.
  
  

• Ensure CRM strategy reflects a deep understanding of gaming and live service dynamics, player behavior, and long-term player trust.
  
  

Campaign Implementation & Rollout

• Be ultimately accountable for CRM campaigns launching correctly, on time, and to quality across all lifecycle channels.
  
  

• Oversee campaign planning and deployment, ensuring operational excellence even when execution is delegated.
  
  

• Set quality standards and launch readiness criteria to ensure all player-facing communications meet brand, technical, and experience expectations.
  
  

• Proactively identify risks, dependencies, and bottlenecks across teams, escalating and resolving issues before they impact launches.
  
  

• Ensure assets, targeting, localization, and technical requirements are aligned and delivered on schedule through close partnership with creative, production, and tech teams.
  
  

Measurement, Optimization & Continuous Improvement

• Define success metrics for CRM programs and ensure campaigns are measured against engagement, retention, conversion, and monetization goals.
  
  

• Lead a strong test-and-learn culture through structured experimentation (A/B testing, segmentation tests, cadence testing).
  
  

• Translate performance insights into strategic recommendations and iterative improvements across future campaigns and lifecycle plans.
  
  

• Continuously evaluate tools, processes, and capabilities to improve speed, quality, and impact of CRM delivery.
  
  

Leadership & Stakeholder Management

• Act as a CRM strategic partner to franchise and marketing stakeholders, clearly communicating priorities, performance, risks, and recommendations.
  
  

• Set a high bar for both strategic thinking and executional rigor.
  
  

• Foster strong cross-functional relationships built on trust, accountability, and shared ownership of outcomes.
  
  

• Champion player-first thinking and operational excellence across all CRM initiatives.
  
  

Skills & Experience

• 7+ years of experience in CRM, lifecycle marketing, or digital marketing with ownership of both strategy and execution.
  
  

• Proven experience leading large-scale, multi-channel CRM programs in fast-paced, live or always-on environments.
  
  

• Deep knowledge of CRM platforms, marketing automation, audience strategy, and campaign analytics.
  
  

• Strong operational mindset with the ability to anticipate executional challenges and ensure high-quality delivery.
  
  

• Experience working in gaming, entertainment, or live service products strongly preferred.

• Bachelor’s degree in Marketing, Business, related field or equivalent years of experience.