Electronic Arts

The Franchise Activation team sits at the center of EA’s AAA and tentpole franchise execution, ensuring investment, performance measurement, and optimization are tightly aligned to business objectives. The team connects Franchise Strategy, Franchise Marketing, Finance, Marketing Analytics, and channel leaders to enable disciplined decision-making and measurable impact across omni-channel campaigns.

The Manager, Franchise Activation will lead budget alignment, performance assessment, and campaign optimization in support of AAA GTM objectives in service of delivering the player experience. This role partners closely with Finance to manage budget operations, with Marketing Analytics to assess impact against OKRs, and with Franchise Strategy, Marketing to enable informed optimization discussions throughout campaign execution.

As part of this role, the candidate will consolidate budget planning and execution workflows, reduce operational complexity, and author benchmarking frameworks, and campaign retrospectives that inform annual business planning and GTM strategy. Success in this role requires strong financial fluency, analytical rigor, understanding use of marketing assets across channels and the ability to operate effectively across complex, cross-functional teams.

Responsibilities Include:

• Set and approve XO budget allocations for FY GTM objectives, aligning objectives, and CFX activities

• Work with Franchise Marketing, Creative Performance, Production & Creative teams to determine the right asset, at the right time, and across what channels needed for AAA/tentpole initiatives.

• Track and manage in-flight budget and performance with Finance, Analytics, & CFX Leads, providing clear, ongoing visibility into spend, forecasts, and impact.
• Recommend and approve budget shifts and tactical adjustments during campaign execution to maximize impact against OKRs.
• Define and maintain success-based benchmarking frameworks (AEM × RDA) for AAA and tentpole initiatives, establishing clear outcome thresholds that guide budget allocation, in-flight optimization, and post-campaign assessment.
• Author campaign retrospectives that translate optimization outcomes into future planning and GTM inputs.

Qualifications + Requirements:

• Proven experience managing budgets, with strong fluency in Finance processes and forecasting
• Demonstrated ability to analyze marketing impact and performance against defined OKRs.
• Experience working in cross-functional environments spanning Marketing, Finance, Analytics, and Operations.
• Strong process management skills with a track record of driving operational optimization.
• Ability to translate complex data into clear insights and recommendations for senior stakeholders.
• Excellent communication, collaboration, and stakeholder management skills.
• Highly organized, detail-oriented, and comfortable balancing strategic thinking with hands-on execution.
• Adaptable and able to manage multiple priorities in a fast-paced environment.
• Bachelor’s degree in Business, Finance, Marketing, Analytics, or a related field preferred or
• Experience supporting large-scale, omni-channel marketing campaigns for AAA or tentpole initiatives.