Sr. Director, Franchise Strategy & Marketing, EA Sports
Top Benefits
About the role
General Information
Locations: Vancouver, British Columbia, Canada
Role ID
211016
Worker Type
Regular Employee
Studio/Department
Marketing
Work Model
Hybrid
Description & Requirements
Electronic Arts creates next-level entertainment experiences that inspire players and fans around the world. Here, everyone is part of the story. Part of a community that connects across the globe. A place where creativity thrives, new perspectives are invited, and ideas matter. A team where everyone makes play happen.
The Sr. Director of Franchise Strategy & Marketing is a publishing-first senior leadership role responsible for evolving how EA SPORTS brings its games and experiences to market and sustains them as live services. You will oversee the global publishing strategy, franchise marketing, and integrated communications for our Hockey, Fighting, and Racing portfolio - building publishing excellence that ensures that these franchises are not just launched, but continuously thriving.
Reporting to the GM/SVP of EA SPORTS Publishing, you will act as a publishing architect and fan advocate, working in deep partnership with studio leadership to ensure that publishing strategies are directly connected to game roadmaps, live service content and player experience. This role is central to EA SPORTS' transformation into a modern, live service engine where fan insights, content and product strategies, and service-driven engagement define success.
You will lead a team across franchise strategy, marketing and communications while orchestrating cross-functional collaboration across EA SPORTS and our partners to deliver connected outcomes.
What You’ll Do
- Developmulti-year franchise strategies in partnership with EA SPORTS studios ensuring alignment between product roadmaps and growth outcomes that accelerate fan population, engagement, and revenue for EA SPORTS
- Evolve our planning from launch-led campaigns to always-on live service ecosystems
- Define the “heartbeat” of each franchise - content cadence, seasonal engagement and fan lifecycle plans
- Lead integrated consumer engagement plan across launch and live, designed to drive sustained MAU/DAU growth
- Shape ongoing content, communications and engagement beats that keep fans connected year-round
- Advance audience segmentation and personalization strategies, turning fan intelligence into publishing actions.
- Own the marketing and publishing investment thesis, allocating budgets across franchises and live services lines with measurable ROI.
- Establish frameworks for performance reporting, increasing accountability and optimization across all organic, partner, and paid channels.
- Apply data-informed publishing practices to optimize engagement, acquisition and retention.
- Direct franchise-level fan intelligence, blending market analytics, community insights and competitive learnings, translating them to actionable efforts to meet and maximize growth
- Ensure consistent IP architecture, ensuring brand consistency across all platforms, experiences and branded moments.
- Serve as publishing's primary publishing point of contact with licensors, partners, leagues, and teams.
- Collaborate with Studio, Business Development, Finance, and Ventures to align product and marketing planning with around and beyond-game products and fan expansion efforts.
- Lead and develop a high-performing franchise marketing team that values speed, accountability and fan-first thinking.
- Be an on site leader, (minimum of 3 days in the office T-Th), contributing to broader EA SPORTS culture and strategy.
Requirements
- Experience: 12+ years of leadership experience in product, service, or franchise strategy, ideally with expertise in consumer-facing sports, gaming, or entertainment.
- Publishing Track Record: Proven ability to connect insight into strategic and operational execution plans that engage, retain and drive revenue.
- Fan First Mindset: Deep understanding of fan culture, regional dynamics, and the role of sports in shaping communities
- Leadership: Demonstrated success leading large global teams and cross-functional partners with aligned KPIs
- Data & Optimization: Strong expertise in data-driven publishing, marketing and live service performance measurement, and media mix optimization.
- Executive Presence: Ability to inspire creative, culturally relevant actions that resonate with fans and drive business results.
- Values: Passion for engaging diverse audiences and building inclusive, representative brand communities.
COMPENSATION AND BENEFITS
The ranges listed below are what EA in good faith expects to pay applicants for this role in these locations at the time of this posting. If you reside in a different location, a recruiter will advise on the applicable range and benefits. Pay offered will be determined based on a number of relevant business and candidate factors (e.g. education, qualifications, certifications, experience, skills, geographic location, or business needs).
PAY RANGES
* British Columbia (depending on location e.g. Vancouver vs. Victoria) *$187,000 - $259,400 CAD
In British Columbia, we 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.
About Electronic Arts
We’re proud to have an extensive portfolio of games and experiences, locations around the world, and opportunities across EA. We value adaptability, resilience, creativity, and curiosity. From leadership that brings out your potential, to creating space for learning and experimenting, we empower you to do great work and pursue opportunities for growth.
We adopt a holistic approach to our benefits programs, emphasizing physical, emotional, financial, career, and community wellness to support a balanced life. Our packages are tailored to meet local needs and may include healthcare coverage, mental well-being support, retirement savings, paid time off, family leaves, complimentary games, and more. We nurture environments where our teams can always bring their best to what they do.
Electronic Arts is an equal opportunity employer. All employment decisions are made without regard to race, color, national origin, ancestry, sex, gender, gender identity or expression, sexual orientation, age, genetic information, religion, disability, medical condition, pregnancy, marital status, family status, veteran status, or any other characteristic protected by law. We will also consider employment qualified applicants with criminal records in accordance with applicable law. EA also makes workplace accommodations for qualified individuals with disabilities as required by applicable law.
About Electronic Arts
We exist to inspire the world to play. We put our people first, and we thrive off their diversity in our innovative technology and immersive storytelling. We're doing the work to give everyone the space to be their full selves while giving back to our community, no matter where you're working from. We're looking for problem-solvers, game-changers, innovators, dreamers, doers—people that are ready to move the needle and transform the future of gaming. Join us.
Sr. Director, Franchise Strategy & Marketing, EA Sports
Top Benefits
About the role
General Information
Locations: Vancouver, British Columbia, Canada
Role ID
211016
Worker Type
Regular Employee
Studio/Department
Marketing
Work Model
Hybrid
Description & Requirements
Electronic Arts creates next-level entertainment experiences that inspire players and fans around the world. Here, everyone is part of the story. Part of a community that connects across the globe. A place where creativity thrives, new perspectives are invited, and ideas matter. A team where everyone makes play happen.
The Sr. Director of Franchise Strategy & Marketing is a publishing-first senior leadership role responsible for evolving how EA SPORTS brings its games and experiences to market and sustains them as live services. You will oversee the global publishing strategy, franchise marketing, and integrated communications for our Hockey, Fighting, and Racing portfolio - building publishing excellence that ensures that these franchises are not just launched, but continuously thriving.
Reporting to the GM/SVP of EA SPORTS Publishing, you will act as a publishing architect and fan advocate, working in deep partnership with studio leadership to ensure that publishing strategies are directly connected to game roadmaps, live service content and player experience. This role is central to EA SPORTS' transformation into a modern, live service engine where fan insights, content and product strategies, and service-driven engagement define success.
You will lead a team across franchise strategy, marketing and communications while orchestrating cross-functional collaboration across EA SPORTS and our partners to deliver connected outcomes.
What You’ll Do
- Developmulti-year franchise strategies in partnership with EA SPORTS studios ensuring alignment between product roadmaps and growth outcomes that accelerate fan population, engagement, and revenue for EA SPORTS
- Evolve our planning from launch-led campaigns to always-on live service ecosystems
- Define the “heartbeat” of each franchise - content cadence, seasonal engagement and fan lifecycle plans
- Lead integrated consumer engagement plan across launch and live, designed to drive sustained MAU/DAU growth
- Shape ongoing content, communications and engagement beats that keep fans connected year-round
- Advance audience segmentation and personalization strategies, turning fan intelligence into publishing actions.
- Own the marketing and publishing investment thesis, allocating budgets across franchises and live services lines with measurable ROI.
- Establish frameworks for performance reporting, increasing accountability and optimization across all organic, partner, and paid channels.
- Apply data-informed publishing practices to optimize engagement, acquisition and retention.
- Direct franchise-level fan intelligence, blending market analytics, community insights and competitive learnings, translating them to actionable efforts to meet and maximize growth
- Ensure consistent IP architecture, ensuring brand consistency across all platforms, experiences and branded moments.
- Serve as publishing's primary publishing point of contact with licensors, partners, leagues, and teams.
- Collaborate with Studio, Business Development, Finance, and Ventures to align product and marketing planning with around and beyond-game products and fan expansion efforts.
- Lead and develop a high-performing franchise marketing team that values speed, accountability and fan-first thinking.
- Be an on site leader, (minimum of 3 days in the office T-Th), contributing to broader EA SPORTS culture and strategy.
Requirements
- Experience: 12+ years of leadership experience in product, service, or franchise strategy, ideally with expertise in consumer-facing sports, gaming, or entertainment.
- Publishing Track Record: Proven ability to connect insight into strategic and operational execution plans that engage, retain and drive revenue.
- Fan First Mindset: Deep understanding of fan culture, regional dynamics, and the role of sports in shaping communities
- Leadership: Demonstrated success leading large global teams and cross-functional partners with aligned KPIs
- Data & Optimization: Strong expertise in data-driven publishing, marketing and live service performance measurement, and media mix optimization.
- Executive Presence: Ability to inspire creative, culturally relevant actions that resonate with fans and drive business results.
- Values: Passion for engaging diverse audiences and building inclusive, representative brand communities.
COMPENSATION AND BENEFITS
The ranges listed below are what EA in good faith expects to pay applicants for this role in these locations at the time of this posting. If you reside in a different location, a recruiter will advise on the applicable range and benefits. Pay offered will be determined based on a number of relevant business and candidate factors (e.g. education, qualifications, certifications, experience, skills, geographic location, or business needs).
PAY RANGES
* British Columbia (depending on location e.g. Vancouver vs. Victoria) *$187,000 - $259,400 CAD
In British Columbia, we 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.
About Electronic Arts
We’re proud to have an extensive portfolio of games and experiences, locations around the world, and opportunities across EA. We value adaptability, resilience, creativity, and curiosity. From leadership that brings out your potential, to creating space for learning and experimenting, we empower you to do great work and pursue opportunities for growth.
We adopt a holistic approach to our benefits programs, emphasizing physical, emotional, financial, career, and community wellness to support a balanced life. Our packages are tailored to meet local needs and may include healthcare coverage, mental well-being support, retirement savings, paid time off, family leaves, complimentary games, and more. We nurture environments where our teams can always bring their best to what they do.
Electronic Arts is an equal opportunity employer. All employment decisions are made without regard to race, color, national origin, ancestry, sex, gender, gender identity or expression, sexual orientation, age, genetic information, religion, disability, medical condition, pregnancy, marital status, family status, veteran status, or any other characteristic protected by law. We will also consider employment qualified applicants with criminal records in accordance with applicable law. EA also makes workplace accommodations for qualified individuals with disabilities as required by applicable law.
About Electronic Arts
We exist to inspire the world to play. We put our people first, and we thrive off their diversity in our innovative technology and immersive storytelling. We're doing the work to give everyone the space to be their full selves while giving back to our community, no matter where you're working from. We're looking for problem-solvers, game-changers, innovators, dreamers, doers—people that are ready to move the needle and transform the future of gaming. Join us.