Senior Manager, Portfolio Lifecycle Marketing

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.

Growth Planning

Growth Planning is responsible for delivering an audience-first approach to planning across channels and content to maximize growth and capitalize on data revealed opportunities. We have a relentless focus on designing a cohesive ecosystem across audiences, channels, and content to deliver a frictionless fan experience. 

The Senior Manager, Portfolio Lifecycle Marketing, is essential in bringing our lifecycle marketing vision to life through expert project management. This role leads initiatives to optimize email, SMS, and in-game marketing strategies across our diverse portfolio, ensuring timely content forecasting and effective collaboration with franchise-specific Lifecycle Marketing planners. As a key liaison among Growth Planning, Connected Technology, Analytics, and Content teams, the Senior Manager facilitates seamless communication and alignment, driving projects forward. Collaboration with influencer and social teams enhances campaign authenticity and engagement, ultimately advancing our goals for fan engagement and growth. Leveraging deep expertise in Lifecycle Marketing and CRM, they identify automation opportunities and develop best-in-class playbooks and training materials.

Responsibilities:

• Create and maintain portfolio-wide views of email and in-game activity across titles, acting as a project manager to support franchise-dedicated Lifecycle specialists.
• Define best-in-class playbooks for email and in-game marketing across EA’s various business models, including live service, launches, and iterative releases.
• Provide accurate and timely forecasts on content needs for email and in-game activity to ensure alignment across channels.
• Partner with the Portfolio Media Manager to define and implement templates that consolidate and provide visibility into channel plans for email, in-game, and paid media.
• Identify solutions to increase the automation of email activities based on real-time player signals, collaborating with internal teams for implementation.
• Manage relationships with agencies, overseeing their integration and contributions to channel activities.
• Act as the liaison between Growth Planning, Connected Technology, Analytics, and Content teams to ensure alignment and successful project execution.
• Review project proposals from the Connected Technology team, ensuring timely communication, feedback sourcing, and adherence to deadlines.
• Serve as the primary point of contact for LCM while ensuring communication and direction is clear following decisions that impact the broader Lifecycle Marketing team.
• Partner with analysts and data engineers to gather analytics and insights on Lifecycle Marketing efforts, demonstrating the value of these initiatives.
• Analyze competitive data to provide actionable insights for planning teams, ensuring Lifecycle Marketing strategies are competitive and effective.
• Collaborate with influencer and social media teams to integrate influencer-driven content into email and in-game campaigns, boosting engagement and authenticity.
• Manage and coordinate email marketing efforts for the EA Play subscription model and major publisher sales events.
• Foster a fun, approachable, and solution-oriented team culture, helping to develop the next generation of Lifecycle Marketing talent.

Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or a related field (or equivalent work experience).
• 8+ years of experience in Lifecycle Marketing, CRM, or related digital marketing roles, preferably in a gaming, entertainment, or tech industry.
• Proven experience in project management, with the ability to manage multiple campaigns and timelines simultaneously.
• Expertise in email marketing platforms (e.g., Salesforce Marketing Cloud, Marketo) and familiarity with in-game marketing tools and processes.
• Strong understanding of automation and personalization in email marketing, including using player data and signals to trigger communications.
• Experience in developing and implementing marketing playbooks and templates across various digital channels (email, in-game, paid media).
• Ability to analyze competitive data and turn insights into actionable strategies to drive player engagement and retention.
• Experience in working with cross-functional teams (Technology, Analytics, Localization) to deliver integrated marketing campaigns.
• Proficiency in data analysis tools (e.g., Google Analytics, Excel) with the ability to partner with data teams to showcase marketing effectiveness.
• Demonstrated collaboration skills with social media and influencer teams to integrate content into Lifecycle campaigns.
• Strong written and verbal communication skills with the ability to educate, influence, and build relationships across departments.
• Comfortable with agency management and overseeing third-party resources to ensure quality and timely delivery.
• Ability to work in a fast-paced environment, manage roadblocks, and demonstrate solution-oriented problem-solving.
• Strong attention to detail and the ability to manage multiple, complex tasks.