Electronic Arts

Sr. Manager, CRM Strategy - EA SPORTS FC

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.

As a Senior Manager of CRM Strategy for EA SPORTS FC you will lead a team to create a unified communications strategy that connects and provides value to millions of EA SPORTS fans around the world, working directly with EA SPORTS FC and other leadership as we build the future of the EA SPORTS FC ecosystem. Reporting to the Director of EA SPORTS CRM Strategy, you'll work with the teams to implement retention, engagement, and loyalty-strengthening programs that provide value to players while driving meaningful impact to the business.

Responsibilities

• Serve as the senior CRM leader and primary point of ownership for EA SPORTS FC, defining and executing the overarching CRM vision, strategy, and roadmap aligned with business OKRs

• Lead end-to-end CRM workstreams, driving customer lifecycle engagement, loyalty, and retention through data-driven, personalized experiences

• Define and evolve a best-in-class CRM ecosystem, including capability planning, cross-functional solution design, and scalable platform development

• Own channel strategy across email, in-game and web, and emerging touchpoints (e.g., App, first party channels, AI-driven interactions), expanding reach and effectiveness of player communications

• Embed CRM into Product and Live Operations to ensure seamless integration of lifecycle marketing within the in-game experience

• Partner cross-functionally with Brand, Studio, Production, Analytics, Data Science, etc. to deliver cohesive, omnichannel, 1:1 player journeys

• Collaborate with Analytics and Data Science teams to define testing roadmaps, develop recommendation engines, and drive continuous optimization through insights

• Own lifecycle measurement strategy, including KPI definition, experimentation frameworks, A/B testing, and performance reporting against business goals

• Evaluate complex business and technical requirements, influencing CRM technology, tooling decisions, and solution architecture

• Act as a product and experience thought leader across EA, shaping approaches to personalization, experience design, and product optimization

• Stay ahead of industry trends and emerging technologies (e.g., AI, chatbots, omnichannel orchestration) to unlock new growth opportunities

• Lead, mentor, and develop a high-performing team of CRM leaders, fostering a collaborative, innovative, and results-driven culture

Qualifications

• 8+ years of experience in CRM or lifecycle marketing strategy roles with proven track record of success

• Background in gaming or digital services preferred

• Leadership experience with a proven ability to inspire and develop talent

• Demonstrated ability to support positive change across your team and partner teams

• Comfortable engaging in open, inclusive dialogue with senior leaders; experience advocating for the role of CRM across the marketing organization

• Passionate global football fan with knowledge of the strategic elements of the sport