The Director of Marketing position will be located in Shanghai and report to VP & GM for Greater China – EA China is a highly strategic position within the EA APAC business and EA as a whole. The role is responsible for setting the overarching marketing strategies for the region. The role will drive long term business plans in relation to EA’s franchise and define go-to-market strategies, working collaboratively with both EA’s internal studios and publishing team as well as external strategic partners. The position is also responsible for leading a high performing team culture within the local marketing team, as well as contributing to defining a high performing team culture within the wider organisation.
KEY RESPONSIBILITIES
STRATEGIC PRODUCT MARKETING & BUSINESS PLANNING
Own and create the overall marketing and product strategy within the business plan to a minimum 3 year horizon
Collaborate with business intelligence, commercial and studio teams to help define the overall revenue forecast and determine the overall marketing investment levels across the portfolio
Provide constant and consistent feedback to studio production group in terms of platform trends, competitive activities, and consumer trends. Work with Business Intelligence group on consumer qualitative and quantitative research to gain consumer insight.
Partner with producers and product development teams to play an instrumental role in product development. Provide games expertise and knowledge to studio producers and game developers. Assist in the development of game concepts and features.
Own, define and drive all strategic planning, creative vision, franchise management and product marketing functions for multiple EA franchises.
Define the key marketing functions, resource and asset requirements to fulfil the marketing vision and product roadmap
MARKETING STRATEGY & EXECUTION
Devise brand strategies for EA’s key franchises (FIFA, Need for Speed, Plants vs Zombies, etc.) to drive long term brand recognition, growth and equity. This includes defining the positioning and target audience for multiple games under the same franchise
Define and drive the overall player engagement strategy and execution to build robust social communities around EA’s key franchises, including across all popular social media and EA owned platforms. Create an EA community network by cross-promoting across EA franchises and social communities
Devise and execute marketing plans, working with internal Studio and publishing teams, and external publishing partners. This includes: product positioning, target market identification and analysis, volume forecasting, budgeting, category & competitive analysis and pricing analysis.
Manage implementation of innovative, creative and effective marketing programs within budgetary guidelines. Lead the development, approval and execution of all consumer marketing materials, including advertising, packaging, PR and online
STAKEHOLDER MANAGEMENT
Ensure regular and timely communications to all key stakeholders including studios, publishing and channel partners, global brand leads
Review and lead approval of all marketing plans from third party publishing/channel partners, including obtaining approval from EA’s third party licensor’s and internal franchise marketing teams
CAMPAIGN EFFECTIVENESS & REPORTING
Set meaningful and measurable KPIs against all campaigns and marketing initiatives
Monitor effectiveness of all marketing campaigns, and provide regular reports to publishing team and studio, with specific and actionable recommendations for future improvement
Constantly monitor marketing strategies, plans and materials from international EA counterparts to ensure consistency, adopt best practices, and gain efficiencies/economies with worldwide product launches
MARKETING TEAM LEADERSHIP
Define roles and responsibilities within the marketing team and own hiring/relationship management for all marketing agencies
Set out the overall high performing team culture for the marketing team
Coach and mentor teams and provide career and professional development advice where appropriate
Desired Skills And Experience
8+ years’ experience in marketing with both strategic and strong marketing campaign launch execution experience and a proven ability to set a brand strategy and execute that strategy through to completion with high level of success
Bachelor’s degree, Business or Marketing, MBA a plus
Passion for video gaming and interactive entertainment and for sports/sports marketing with a deep understanding of industry dynamics, trends and players
Experience with online/mobile products and distribution
Highly effective communication skills
Proven organizational and productivity skillset. Proven project management experience: demonstrated ability to recommend, develop, manage and drive projects to successful completion.
Strong stakeholder management experience from working with external partners (licensors, channels/publishers, promotional partners) with demonstrated strong negotiation and influencing skills
Technical understanding of business planning, such as budgeting, forecasting and long range planning
Deep experience in driving data-led and analytics-led strategy along with solid business, analytical, problem-solving and critical-thinking skills
Effective leadership and people management
Team-first player, collaborator, as excited to invest in improving the overall team’s performance as they are to excel in their own work.
Travel required
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