Performance Marketing Director

1 week ago

Redwood City, California, United States Electronic Arts Full time
Growth Marketing at Electronic Arts

Growth marketing is a key driver of digital marketing at Electronic Arts. Our approach focuses on data-driven decision-making, process simplification, and driving increased output, productivity, engagement, and revenue.

The Sims Mobile Performance Marketing Director will work closely with the Sims Franchise Senior Leadership team to create a marketing strategy that delivers on product goals and partner with channel experts to execute performance-driven campaigns. This role sets the targets for performance, delivers strategic leadership for Franchise performance marketing efforts, and influences a broader cross-functional team in a fast-paced, global organization.

Key Responsibilities
  • Analyze market, competitor, and audience analysis to create practical marketing plans based on market demands.
  • Manage Sims Franchise strategy for mobile, working closely with studio and Franchise Marketing.
  • Drive Go to Market strategy for all Sims products on Mobile platforms.
  • Partner with Analytics to take performance results and translate into actionable recommendations to optimize marketing strategies for business performance.
  • Guide marketing strategy into channel marketing efforts across Research, UA, ASO, Creative, Platform, etc.
  • Set targets across the full funnel from upper funnel advertising to user acquisition campaigns.
  • Manage the global marketing budget, ensuring efficient resource allocation and achievement of scalable product growth with full ROAS measurement in place.
  • Lead the cross-functional team (including User Acquisition, Creative, Platform, ASO, and other channels) to drive product awareness and interest, acquisition of new users, and re-engagement of lapsed players, achieving the products' business targets.
Requirements
  • Experience developing Go to Market (GTM) for a successful mobile game launch planning and execution for new mobile games.
  • 10+ years of experience as a leader in mobile performance marketing for successful mobile games.
  • Demonstrated success managing multi-million dollar, global top of funnel and performance marketing budgets with end-to-end funnel measurement.
  • Experience supporting development at all stages from new game concept to WWL and mature live services.
  • A track record of delivering consistent mobile campaign improvement for live mobile games with a global audience.
  • Experience in marketing mobile games to a diverse audience and audiences of various generations, including Gen Alpha/Gen Z/Millennials.
  • Ability to analyze data, move fast, and experiment constantly to improve metrics.
  • Ability to collaborate with and influence others, often without direct authority, while respectfully leading discussions in areas of focus to drive business results.
  • Excellent verbal and written communication skills.
  • You enjoy working with diverse teams.
  • You have a passion for The Sims games.

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