Electronic Arts

With over 500 Million players to date, The Sims has been delivering creative and inclusive experiences to a global audience for almost 25 years. Aside from being one of the top 3 best selling PC game franchises of all time, The Sims has also delivered innovative experiences on mobile for over a decade. As we prepare the next mobile installment, EA Mobile is looking for a Product Marketing and Growth Marketing expert to lead go to market and growth for all new Sims products on mobile. With the continued success of The Sims 4 and the exciting Amazon partnership to bring The Sims to the big screen, it’s never been a better time to join EA and help drive the future of The Sims universe.

In the role of Director of Product Marketing & Growth for The Sims Mobile, you will focus on the Go To Market and Performance Marketing Strategies for new mobile games within the franchise. In close partnership with The Sims Franchise Senior Leadership team in Maxis Studios, as well as Growth leaders across User Acquisition, Marketing Creative, Market Research, Data Science, Communications and Platform Marketing, your marketing campaigns will support alignment with The Sims Brand, while driving player acquisition, retention, and engagement. In this role, you will report to the Head of Product Marketing for EA Mobile.

With its combination of Product Marketing and Growth, this role focuses on data-driven decision-making, brand management, productivity, engagement, and revenue. It sets the targets and leads the strategy for performance marketing campaigns and influences a broader cross-functional team in a fast-paced, global organization. This role requires unique leadership skills that combine deep mobile Product Marketing expertise with User Acquisition, Creative, Ad Media, ASO, and Performance Marketing Attribution, across both strategy and execution. Top candidates will have a track record of accomplishing strong performance marketing results for successful mobile games, and have a clear idea of how they can bring that experience and insight to bear for The Sims Mobile.

Responsibilities:

• Own Marketability validation and optimization for new Sims mobile games, from soft launch to launch and throughout their lifecycle

• Analyze market, competitor and audience data to create strategic and practical marketing plans based on market demands

• Manage Sims Franchise strategy for mobile working closely with studio and Franchise Marketing 

• Drive Go to Market strategy for all new Sims products on Mobile platforms

• Partner with Analytics to take performance results and translate into actionable recommendations to optimize marketing strategies for business performance

• Guide marketing strategy into channel marketing efforts across Research, UA, ASO, Creative, Platform, etc. 

• Set full funnel targets, from upper funnel advertising to user acquisition campaigns

• Manage the global marketing budget, ensuring efficient resource allocation and achievement of scalable product growth with full ROAS measurement in place 

• Provide direction for the cross-functional team (including User Acquisition, Creative, Platform, ASO and other channels) to drive product awareness and interest, acquisition of new users, and re-engagement of lapsed players while achieving the products’ business targets. 

• Embedded collaboration with the development team on product roadmaps, testing and experimentation, while building the best-in-class processes across all growth functions for The Sims Mobile and cross-platform experiences. 

Qualifications:

• Experience developing and executing the Go to Market (GTM) for a successful mobile game launch

• 10+ years of experience as a leader in mobile product/brand marketing  for successful mobile games

• Strong understanding of the Mobile UA ecosystem including attribution, ROAS modeling as well as incrementality and Media Mix Modeling

• Demonstrated success managing multi-million dollar, global top of funnel and performance marketing budgets with end to end measurement

• Experience supporting development at all stages from new game concept to WWL and mature live services

• A  track record of delivering consistent mobile campaign improvement for live mobile games with a global audience 

• Experience in marketing mobile games to a diverse audience and audiences of various generations including Gen Alpha/Gen Z/Millennials

• Ability to analyze data, move fast, and experiment constantly to improve metrics

• Ability to collaborate with and influence others, often without direct authority while respectfully leading discussions in area of focus to drive business results

• Excellent verbal and written communication skills

• You enjoy working with diverse teams

• You have a passion for gaming and The Sims franchise in particular