Sr. Director, Franchise Strategy & Marketing, EA Sports

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

• Develop multi-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.