Electronic Arts

Location: EA Orlando, United States

Hybrid (Tues-Thurs)

The EA SPORTS Publishing team blends Commercial, Marketing, Communications, and Creative disciplines into a unified powerhouse. The combined strength enables us to accelerate our long-term EA SPORTS ambition to be a leading Sports Entertainment Brand by Championing a New Culture of Play and redefining the future of sports fandom and participation.

Across many experiences, platforms, and geographies, we drive ambitious 5-year growth strategies, oversee consumer growth, and deliver go-to-market plans that foster product and experience engagements amongst our beloved fan communities. 

FRANCHISE STRATEGY AT ELECTRONIC ARTS:

The Sr. Manager of Franchise Strategy & Marketing will play a crucial role in partnering with product, marketing, and commercial teams to execute a comprehensive franchise business plan for a new EA SPORTS experience. This role requires both business and creative thinking to connect various inputs and translate them into actionable strategies. The ideal candidate can define opportunities for consumer engagement and growth through target audiences, player/fan motivations, and trends. They will deliver a unified strategy in collaboration with accountable teams to make interconnected strategic decisions that delight our players. 

OVERVIEW:

The Sr. Manager will guide the marketing strategy framework, connecting long-term goals to go-to-market activities. This role supports the development and execution of strategies aimed at expanding market share and enhancing consumer engagement for a new, innovative sports title.

KEY RESPONSIBILITIES:

• Create marketing and brand framework for a new EA SPORTS title.

• Support the development team in creating player-centric product features through market and consumer research.

• Drive ongoing testing initiatives aimed at enhancing user acquisition, such as A/B creative tests, landing page evaluations, and audience analysis.

• Support the new title’s annual strategic planning process with accountability for increased levels of effectiveness, cohort planning and ongoing optimization.

• Establish foundational business insights to enable go-to-market planning and execution. Then lead cross functional teams (direct and indirect) to achieve goals.

• Analyze broad ranges of market data, including sales and in-game data and competitive analysis to inform opportunities and challenges, then create strategies and tactics to drive results to optimize our in and out of game experiences, our marketing funnel and our commercial health.

• Establish Objectives and Key Results (OKRs) related to user acquisition and growth metrics.

• Design a robust go-to-market strategy from pre-launch and beta through launch and live service. 

• Develop and implement user acquisition strategies designed for a game-as-a-service model.

• Grow consumer engagement through live service marketing and ecosystem development by implementing “always-on” marketing plans for a game-as-a-service model.

• Partner with internal studio partners and external athletes and brands to curate in-game live events connected to out-of-game marketing activities.

QUALIFICATIONS:

• 7+ years in strategy/brand management/video game marketing roles.

• Experience with user acquisition in game-as-a-service environments.

• Strong expertise in targeted marketing and brand positioning.

• Thorough understanding of  marketing performance metrics critical for business success, including CPA and ROAS

• Proven ability to design and implement effective go-to-market strategies.

• Experience planning and supporting live service marketing initiatives.

• Skilled in preparing for beta launches and generating consumer interest.

• Ability to create and manage partnerships and budgets strategically.

• Strong leadership skills with the ability to influence and galvanize cross-functional teams.

• Experience in analyzing market data and consumer insights to inform strategy.

• Understanding of the sports, gaming, or entertainment field.

• This is a unique opportunity to shape the strategy of an exciting new EA SPORTS title, driving innovation and engagement in the sports gaming landscape.