Electronic Arts

Location: Hybrid | Los Angeles or Vancouver

Team: Apex Legends Product Management

The Opportunity

Respawn Entertainment is looking for a strategic, creative, and data-informed Product Manager to lead the evolution of the Apex Legends in-game shop. This role is at the intersection of player insights, live service commerce optimization, and cosmetic content development. You will own the roadmap and performance of the shop experience, working cross-functionally with product, design, engineering, marketing, and content teams to turn the shop into a world-class destination for our players.

As our in-game shop PM, you will do more than just ship new store layouts or calendars. You will build a player-first, high-performing commercial platform that fuels our game’s success. 

You will report to the Lead Product Manager for Apex Legends.

What You’ll Do

Own the Shop Vision and Roadmap

• Define and execute the long-term strategy for the in-game shop: layout, flow, merchandising, promotions, and platform-specific experiences.

• Partner with engineering and UX to evolve the shop experience for discoverability, accessibility, and conversion.

• Drive prioritization and roadmap planning, balancing monetization goals with player sentiment.

Drive Performance and Optimization

• Analyze shop performance data (CTR, conversion, bounce, engagement) and identify growth opportunities.

• Lead A/B testing and experimentation across pricing, bundling, placements, and promotions.

• Build dashboards and tools to monitor shop KPIs and inform real-time decision-making.

Inform Cosmetic Creative Strategy

• Act as the connective tissue between the cosmetic content pipeline and commercial outcomes.

• Deliver insights that shape the creative direction of cosmetic themes, types, and formats based on player preferences, cultural trends, and performance data.

• Collaborate with marketing and art partners to ensure cosmetic offerings resonate deeply with our player base.

Be a Tastemaker Grounded in Insights

• Combine intuition for great cosmetic design with data-driven validation. Highlight what should be cool and prove that it is.

• Study trends across games, fashion, fandom, and pop culture to advocate for cosmetics that surprise and delight.

• Elevate the commercial and emotional value of cosmetics in ways that strengthen our brand.

Who You Are

• Strategic Thinker: You see the in-game shop not as a menu but as a digital flagship store. You understand how it shapes the economy, player behavior, and brand.

• Data-Informed Executor: You are fluent in interpreting behavioral data and generating actionable insights, particularly around conversion funnels and purchase behavior.

• Aesthetic-Driven: You have strong opinions on what makes a cosmetic desirable and bring an elevated taste level that inspires teams and earns trust.

• Live Service Native: You have experience operating in fast-moving live environments, running playbooks that adapt weekly while driving long-term outcomes.

• Collaborative Leader: You work seamlessly with cross-disciplinary partners and know how to align data, design, and business goals.

Qualifications

• 3+ years of experience in product management, digital commerce, live ops, or a related field.

• Demonstrated success optimizing digital storefronts, user flows, or monetization systems.

• Deep familiarity with cosmetics-driven F2P games (e.g., Fortnite, Valorant, Genshin, CoD).

• Experience using tools like SQL, Looker, Tableau, or equivalent to extract and visualize data.

• Passion for the gaming industry and player-first monetization approaches.

• Strong understanding of player motivations and cosmetic-driven engagement loops.

• Experience working on a AAA free-to-play title.

• Experience with personalization or segmentation systems.

• Familiarity with Apex Legends, its aesthetic, tone, and community.