Brand Transformation, Senior Manager (Contract)

Brand Transformation Senior Manager (6-month Contract)

As the Brand Transformation Sr. Manager for Activation, you’ll help create the long-term brand strategy and campaigns for EA’s Masterbrand. Reporting to the Director of BT, you’ll directly partner with the marketing activation team for the development, execution and measurement of integrated omni-channel, consumer-facing EA brand communications, with a focus on activation.

You will help to set the future direction of the brand, create global communication narratives and lead projects that promote community engagement and cultivate meaningful relationships with players.

Responsibilities

Develop global, consumer-facing marketing activations; Oversee cross-functional and partner collaboration; Lead teams of marketing experts to ensure consistent and timely execution across all channels – both owned and partner – to deliver on campaign goals and strategies.

Drive locally nuanced, coherent, consistent, compelling player journeys: Develop global activation plans across owned and partner channels to drive player retention and acquisition and compelling

Inspire a cross-functional team of marketers: Inspire an unassailable sense of shared purpose across functional teams and equip, empower and enable solution-oriented creative progress.

Problem-solve: Collaborate with partner teams within and outside of Marcom to alleviate obstacles to timely, quality project executions

Set the parameters for activation success: Apply player, market and product insights, along with business objectives and strategies, to define marketing activation approach, tactics and KPIs.

Connect marketing activation with product and business deliverables: Equip teams with reasons to believe and align campaign execution with development and business goals.

Provide key planning parameters for Global Media Team and manage internal and vendor media plans.

Drive activation efficacy: Establish and validate hypotheses relative to KPIs and insights to inform optimized execution.

Participate in AT on behalf of Director of Snr Director when required: Represent Director and Snr Director in their absence with Snr Leadership

Manage global marketing budget: Inform allocation and manage deployment of annual marketing budget in collaboration with Brand Transformation and Marcom Activation Director, inform optimization of investments throughout the year according to campaign and channel performance

Deliverables

Oversee Creation of the Marketing Activation Roadmap: Accountable for global teams’ creation of EA Masterbrand integrated marketing activation plan inclusive of multiple channels – both owned and partner – and aligned to business objectives and strategies.

Champion our Subscription services and player loyalty and initiatives: leading cross-functional teams in brand led test-and learn, optimization and personalization initiatives.

Manage the Budget Control Document: Inform fiscal year budget allocations for global franchise marketing budget. Update budget documents for quarterly estimates. Drive monthly budget review meetings with stakeholders.

Drive Rhythm of Business: Ensure cohesive communication and collaboration among the EA Brand Transformation Activation team and with key stakeholders. Establish communication touchpoints on weekly, monthly and quarterly basis to ensure visibility and proactive communication of EA Masterbrand and Activation plans and performance.

Establish the KPI Scorecard for projects: Work with Insights & Analytics, Global Publishing and Channel Marketing teams to quantify and qualify EA Masterbrand success metrics.

Identify, celebrate and implement learnings from beats and retrospectives: Partner with GAI in the development of hypotheses and insights and work with Channel teams to validate or invalidate to inform future optimization.

Core Competencies

Adaptability: Embrace change and help others adjust. Modify approach according to context. Actively seek to become comfortable in new environments or roles.

Collaborative Leadership: Share expertise and resource to help others. Include all who can contribute to a successful outcome. Stay engaged even when not in full agreement.

Communication: Craft multi-channel marketing considerations into a coherent whole. Express clear, inspirational player journeys. Share ideas with stakeholders and cross-functional teams and listen openly.

Curiosity: Formulate provocations and identify untapped opportunity spaces and methodologies

Data driven: Thorough understanding and appreciation of audience segmentation strategy, creative and operational optimizations, lifecycle marketing and

Innovation: Respectfully challenge ideas and traditional approaches. Create solutions to challenges and positively question current thinking. Recognize and build on the ideas of others.

Crafting: Transform marketing plans into innovative work products in conjunction with internal and external production partners.

Decision-making: Establish criteria. Seek relevant information to aid understanding. Identify correlation. Determine causation. Arbitrate with balanced, compelling resolutions.

Seasoned marketer with 8+ years of in-house or agency marketing experience

Some experience (3+ years) managing people

Direct, digital and paid media marketing experience

Experience leading global marketing teams and partner agencies

Deep understanding of consumer lifecycle marketing and CRM strategy

Experience working on tech and/or entertainment brands

Ability to effectively engage and liaise with executive teams

Excels at working in a matrixed team environment characterized by interdependency

Ability to galvanize and influence teams and stakeholders across disciplines, at all levels

Ability to create successful marketing campaign outcomes based on business goals and strategies

Flexible and dynamic with the ability to adapt to changing goals and objectives

Understanding of evolving consumer engagement and channel opportunities

Exceptional verbal and written communication skills