The Global Engagement and Acquisition Marketing team’s primary goal is to deepen player engagement with our titles, drive customer loyalty, and increase life time value by leveraging customer behavioral and transactional data to deliver relevant marketing campaigns through multiple touch points across digital channels.
The Director combines data-led analysis with creative thinking to develop comprehensive lifecycle and conversion strategies, working closely with cross-functional internal teams and stakeholders to ensure business goals are being met, campaigns execute as designed, and that creative content is closely aligned with goals, distribution channels and target demographics.
Campaign Strategy
Champion the customer: partner across product marketing, creative development, global communications, analytics & consumer insights, and studio teams to develop global lifecycle marketing strategies that will drive customer engagement, satisfaction, loyalty, and LTV.
Develop both targeted and triggered lifecycle campaigns to fulfill engagement and acquisition objectives
Develop and communicate campaign and contactability growth strategies to studio partners and executive stakeholders.
Evangelize process and objectives to core constituencies
Drive innovation and efficiencies across established (email, in-game, paid media) and emerging (push-notes, SMS) channels
Process Management and Documentation
Manage team to drive the execution of lifecycle, live service, and conversion campaigns
Analyze campaign performance to establish opportunities for optimization; document and develop EA’s best practices for Global Lifecycle Marketing.
Partner With Cross-functional Teams To
Take broad audience insights and turn them into actionable target cohorts, with specific needs and goals.
Request channel and cohort-specific content, and work closely with cross-functional creative teams to ensure that we have the best content lined up against our audience targets.
Desired Skills & Experience
6+ years of experience in CRM, engagement/lifecycle marketing, media strategy, or campaign planning, including:
Internet technologly, tracking and publishing
Performance marketing best practices, testing design and required execution plans (A/B, multivariate)
Lifecycle and live service (e.g. subscription) campaign planning
Strategic thinker, with the ability to clearly articulate and implement plans
Loves games / passionate about connecting players to entertainment that they will love
Ability to manage multiple projects, prioritize, and meet tight deadlines in a fast-paced environment.
Excellent oral and written communication skills; comfortable with data
Develop and retain a highly effective team; manage team members to successfully deliver on program goals.
Proficient with Microsite Office Suite (Outlook, Excel, Word, PowerPoint, etc.)
Bachelor Degree or equivalent experience required. Degree in Marketing, Communications, Business or Economics is preferred.
Success Measurement
Successful growth of the Global Lifecycle Marketing team’s impact on EA’s business – as measured by customer loyalty, engagement, and LTV.
Ability to keep everyone (Marketing Infrastructure and Operations, Product Marketing Partners, Global Communications Group, Creative Partners) on the same page and timelines
Active development of lifecycle and engagement marketing best practices at EA
Ability to innovate campaigns in partnership with all key constituencies
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