Senior UA Manager - FC Mobile

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 future of entertainment is interactive, and our Marketing team plays a pivotal role in shaping this future by building content, culture, and community around our brands. We empower audiences to Play, Create, Watch, and Connect across our world-class franchises and experiences, including EA Sports, The Sims, Plants vs. Zombies, Pogo, and more.

Within this vision, FC Mobile is a top strategic priority for EA. To accelerate its growth, we are seeking a Senior UA Manager to join the EA Mobile Growth Organization. This role will lead the strategy and execution of user acquisition efforts for FC Mobile, combining wide media channel expertise with a strong focus on ROAS and long-term LTV optimization.

Responsibilities

• Lead user acquisition strategy and execution for FC Mobile, driving growth through data-informed decision-making.
• Develop and implement multi-channel UA strategies (paid social, search, programmatic, influencer, and emerging platforms).
• Optimize campaigns against ROAS and LTV goals, ensuring sustainable growth and efficiency.
• Build and maintain strategic partnerships with internal studio/product stakeholders and external advertising partners to align growth initiatives with business objectives.
• Act as the functional expert in attribution and measurement, ensuring clarity and confidence in campaign performance.
• Anticipate and navigate industry changes (privacy, measurement, platform policies) by championing innovation, experimentation, and scalable solutions.
• Manage a multi-million dollar FC Mobile UA budget, balancing near-term performance with long-term franchise growth.
• Provide leadership, mentorship, and thought partnership to cross-functional collaborators, fostering a culture of knowledge-sharing and testing.

Requirements

• 6+ years of experience in mobile user acquisition, performance marketing, or media buying, with proven success in gaming.
• Strong expertise in attribution, measurement frameworks, and LTV modeling.
• Demonstrated success driving ROAS and LTV-based growth strategies across multiple channels (paid social, search, programmatic, influencer, emerging).
• Experience building senior-level relationships with internal and external stakeholders to influence strategy.
• Proven success managing large-scale budgets and achieving measurable ROI.
• Strong analytical skills with proficiency in Excel, SQL, and related tools.
• Bachelor’s degree in Marketing, Finance, or a quantitative field (MBA is a plus).
• Deep passion for gaming and strong knowledge of the sports/mobile gaming landscape.

This job is for you if…

• You want to play a key leadership role in scaling one of EA’s flagship titles.
• You are motivated by long-term impact, focusing on sustainable growth and data-backed decision-making.
• You thrive on building measurement and attribution frameworks that influence both campaign execution and strategic planning.
• You bring a business owner’s mindset, balancing immediate UA performance with long-term franchise health.

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) *$130,800 - $183,000 CAD
• California (depending on location e.g. Los Angeles vs. San Francisco) *$150,100 - $228,000 USD
• Washington (depending on location e.g. Seattle vs. Spokane) *$141,300 - $192,000 USD

In the US, we offer a package of benefits including paid time off (3 weeks per year to start), 80 hours per year of sick time, 16 paid company holidays per year, 10 weeks paid time off to bond with baby, medical/dental/vision insurance, life insurance, disability insurance, and 401(k) to regular full-time employees. Certain roles may also be eligible for bonus and equity.

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.

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.