Head of Franchise Marketing-hockey, Fighting

5 months ago

Vancouver, Canada Electronic Arts Full time

The **Head of Franchise Marketing** is a leadership role that oversees brand strategy, product marketing, and growth for our EA SPORTS Brands including Hockey, Fighting, and Motorsports. You will sit within the Experiences Organization (XO) and will report into the GM/SVP Publishing, EA SPORTS.

Working in close collaboration with EA SPORTS studio leadership, you’ll inform a multi-year franchise strategy that delivers on audience and goals - anticipating addressable audience sizing, fan needs, sport and cultural trends, and marketplace opportunities across multiple platforms and geographies. You’ll partner with internal Product, Marketing, Commercial, Communications, Business Development, Finance and external Partners in Sport to build sustainable growth for the business.

As a senior member of EA SPORTS’s Publishing team, you will manage a direct team and enterprise-wide marketing efforts to greater innovation, speed and effectiveness.

This role will be based in Vancouver in a hybrid work model.

**What You’ll Do**
- **Be the Franchise “Chief Storyteller” leading a team **around the following:

- Authorship of the long-term **growth strategy, **in partnership with EA SPORTS studio leadership**, **defining must-win opportunities to accelerate fan population, engagement and revenue.
- Development & ongoing modification of consumer and community-centric opportunities and needs
- Define Category Management opportunities in/out of games
- Articulate Partnership Plan & Requirements to deliver
- Assess Regional/Geographic Opportunities for growth
- **Consumer Engagement and Marketing** leadership for Franchise and **Game Product(s) **focused on** performance-oriented execution**
- Build and nurture long-term Consumer Relationships
- Lead demand creation, MAU & DAU for game launch & live service
- Add new player-centric marketing capabilities that measurably increase player reach and engagement
- Rethink how franchise player base is segmented and develop a measurable approach that creates demand and action
- Define marketing investment thesis & allocation across distinct product/experience lines
- Accelerate accountability & reporting around measurement & effectiveness, increasing return on investment for franchise marketing across all organic, partner and paid channels
- Inspire and lead end-to-end marketing journeys
- Identify strategic partnerships, approach model & relationship design
- Direct market, competitive and user research needs for franchise, turning insight into action
- **Lead Category Management**:

- Govern overall franchise IP architecture, define expansion opportunities and ensure consistency and continuity in execution across mediums and platforms
- Be the primary franchise point for franchise with licensors, partners, leagues and teams
- Partner with Studio, Business Development and Ventures Practice on product, category, licensing & experience planning to support the ambition
- **Team Leadership, development and management **on a global scale
- Lead partners in other organizations and across multiple geographies
- Promote thoughtful organizational design, goal setting and prioritization.
- Bring together top-notch talent, partners, and agencies to lead quality content and creative output
- Shared site leadership in Vancouver

**Requirements**:

- 12+ years of leadership experience in product and/or brand strategy, with a strong focus on audience growth, engagement and revenue return
- Consumer expertise in a global B2C capacity
- Leadership managing a team of direct and indirect global marketing experts in building a clear vision
- Build and mentor a diverse and inclusive team, ensuring increased representation of underrepresented talent that reflects the diversity of sport & entertainment communities we serve
- Grow test and learn programs that promote short and long-term growth opportunities
- Experience driving business and team transformation
- Experience with consumer data/analytics, attribution and performance-based media mix models to achieve results

BC COMPENSATION AND BENEFITS

The base salary ranges listed below are for the defined geographic market pay zones in these locations. If you reside outside of these locations, a recruiter will advise on the base salary range and benefits for your specific location.

BASE SALARY RANGES
- British Columbia (depending on location e.g. Vancouver vs. Victoria):
º $158,800 - $243,600 CAN Annually

Base salary is just one part of the overall compensation at EA. We also offer a package of benefits including vacation (3 weeks per year to start), 10 days per year of sick time, paid top-up to EI/QPIP benefits up to 100% of base salary when you welcome a new child (12 weeks for maternity, and 4 weeks for parental/adoption leave), extended health/dental/vision coverage, life insurance, disability insurance, retirement plan to regular full-time employees. Certain roles may also be eligible for bonus and equity.

We are a global team of cre

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