Head of Global Brand Marketing (Apex Legends)

Requisition Number: 179836

Position Title: Senior Director, Global Brand Management

External Description:

Head of Global Brand Marketing, Apex Legends | Respawn Entertainment

Founded in 2010 by the original creators of the Call of Duty Franchise, Respawn was created with the philosophy that when talented people have creative freedom, they'll make extraordinary games that achieve the unexpected. From our roots as an indie studio to joining the expansive roster of studios at Electronic Arts, this remains our guiding principle. We truly love what we do and want to share our passion with players worldwide.

Our shipped titles include critically acclaimed multi-platform games Apex Legends, Titanfall, Titanfall 2, Star Wars™ Jedi: Fallen Order and Medal of Honor: Above and Beyond. Join us for the opportunity to create groundbreaking games with some of the best developer talent in the industry.

Apex Legends is looking for a Global Head of Brand Marketing who will oversee all segments of marketing for this blockbuster franchise.  You will report to the Vice President and General Manager, Apex Legends. This role can be based in Los Angeles, CA, Vancouver Canada or remotely. 

As the Marketing leader for Apex, you will be responsible for leading and executing our overall marketing strategy, brand, and product positioning, and overseeing execution across growth marketing, community activation, and lifecycle management. Working in close partnership with franchise leadership, you will be responsible for connecting with players and expanding the Apex community around the world. You will guide the long-term franchise strategy, set the overall multi-year brand vision including attributes, tone and messaging.  You will also be responsible for leading campaigns and be the decision maker for the global franchise go-to-market plan. This will require analytical rigor and marketing expertise, as you optimize our channel and lifecycle strategy to drive sustainable growth for Apex. 

This role will require close partnership and collaboration with Product, Commercial & Biz Dev partners to support business strategy and planning.

The successful candidate will be both distinctively creative (authentic, innovative, and relevant) and analytical (Data and KPI-driven).  You will manage a team and will coordinate fully dedicated resources across a global ecosystem - guiding all with a clear vision.  As a senior member of the Apex team, you will help lead the franchise, and Respawn's overall efforts to deliver incredible experiences to players around the world.

What You’ll do...

Vision & Strategy

• Partner with the studio team and Franchise GM to develop the Brand Strategy and business brief.
• Establish the business objectives, resource allocation and investments for the marketing campaigns.
• Develop global franchise marketing plans (incl. Community/comms) in line with the global player and revenue growth objectives – this includes establishing the business objectives, determining resource allocation/investment direction, briefing in experts to help drive growth and execution, overseeing project management of the campaigns and implementing persistent impact/ROI analysis of our investments to maximize the LTV of our marketing.
• Develop industry-leading approaches for acquiring new players, retaining existing players and re-engaging lapsed players.
• Drive adoption and execution of marketing strategies internally by coordinating across functions and geographies - spanning Apex, Respawn, EA-internal and external teams within the Apex team and critical partners (i.e., E-Sports, Asia)
• Brief and approve the creation of assets, and cultivation of user-generated content, to carry a range of activity from campaigns to owned-channel support.

Performance-oriented execution

• Monitor and analyze key marketing metrics to determine ROI of marketing spend and optimize marketing activities for impact to drive the LTV of our players.
• Set clear goals and cascading KPIs/targets to link growth outcomes to marketing initiatives, optimizing and prioritizing accordingly.
• Oversee the execution of integrated marketing campaigns, including digital advertising, social, content marketing, lifecycle management, events, and partnerships.
• Test and learn to consistently optimize the full marketing funnel and player journey.
• Cultivate data sources to learn all we can about our players, our game, and our competitors.

Teams & Leadership

• Recruit, develop, empower, retain, and reward talented contributors across the Apex marketing ecosystem.
• Lead cross-functionally, navigating partners in multiple geographies.

Ideally, you will have…

• 10 years of relevant experience with a preference to Live Service and Shooter games
• Strong background in running global, end-to-end performance marketing campaigns for entertainment properties.
• Experience setting objectives for, briefing, and approving strong full funnel marketing campaigns.
• Deep understanding of marketing attribution, consumer data/analytics and ROI-based media mix models to drive results.
• Proven leadership experience managing a team of marketing professionals and partnering with internal and external partners, in executing a clear and ambitious vision.
• Established a track record of development and leadership of bold campaigns that resonate with current and potential consumers. This may include creative consumer strategies, mass-market marketing ideas, brand marketing, and direct-to-consumer performance-based marketing activities.
• Leadership in developing and/or managing partnership-based influencer marketing strategies.
• Leadership in facilitating market research, product positioning, consumer promotion, online innovation, and creative development activities.
• Action-oriented, results-driven, leadership style with a talent for aligning and coordinating across stakeholders including team members, peers, external agencies, and executive leadership.

US COMPENSATION AND BENEFITS

The base salary ranges listed below are for the defined geographic market pay zones in these states. If you reside outside of these locations, a recruiter will advise on the base salary range and benefits for your specific location.

EA has listed the base salary ranges it in good faith expects to pay applicants for this role in the locations listed, as of the time of this posting. Salary offered will be determined based on numerous relevant business and candidate factors including, for example, education, qualifications, certifications, experience, skills, geographic location, and business or organizational needs.

BASE SALARY RANGES

• California (depending on location e.g. Los Angeles vs. Sacramento):
º $193,000 - $300,850
• Washington (depending on location e.g. Seattle vs. Spokane):
º $184,250 - $271,700
• Colorado (depending on location e.g. Denver vs. Colorado Springs):
º $184,250 - $252,600
• New York (depending on location e.g. Manhattan vs. Buffalo):
º $184,250 - $300,850
• Jersey City, NJ :
º $212,300 - $300,850

Base salary is just one part of the overall compensation at EA. We also 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.

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Community / Marketing Title: Head of Global Brand Marketing (Apex Legends)

Company Profile:

Electronic Arts Inc. är ett globalt ledande mjukvaruföretag för interaktiv underhållning. EA levererar spel, innehåll och onlinetjänster för internetuppkopplade spelkonsoler, persondatorer, mobiltelefoner och surfplattor.

EEOText: EA är en arbetsgivare som är för likabehandlande. Alla anställningsbeslut görs utan hänsyn till ras, färg, ursprung, anor, kön, könsidentitet eller -uttryck, sexuell läggning, ålder, genetisk information, religion, funktionshinder, sjukdomstillstånd, graviditet, civilstånd, familjestatus, veteranstatus eller annan karakteristik som skyddas av lagen. Vi kommer också att överväga kvalificerade sökande med kriminalregister för anställning, i enlighet med gällande lag. EA gör också arbetsplatsen tillgänglig på det sätt som krävs för kvalificerade personer med funktionshinder, enligt gällande lagar.

Days Open: 80

Can this position be remote?: 1

EEO Employer Verbiage:

Om EA

På Electronic Arts är vårt mål att inspirera världen till att spela. Vi skapar fantastiska nya spelupplevelser för miljontals spelare världen över genom att sammanföra talangfulla människor som kombinerar kreativitet, innovation och passion. Vi vet att vår mångfald är vår styrka. Vi skapar en inkluderande kultur för våra anställda och ger dem möjligheter att lära sig nya saker och vägleda andra anställda så de kan utföra sitt livs viktigaste och mest givande arbete.

Vi sätter våra anställda i första rummet. Vi erbjuder omfattande förmånspaket med fokus på hälsa och välstånd för att möta dina behov och hjälpa dig få en bra balans mellan karriären och privatlivet. Vi erbjuder dynamiska och samarbetsinriktade arbetsmiljöer, möjlighet att samverka via våra resursgrupper och hjälp med ett balanserat liv genom betald ledighet, föräldraledighet, gratis spel och mycket mer!

Electronic Arts är en arbetsgivare med lika möjligheter. Alla anställningsbeslut görs utan hänsyn till ras, färg, ursprung, anor, kön, könsidentitet eller -uttryck, sexuell läggning, ålder, genetisk information, religion, funktionshinder, sjukdomstillstånd, graviditet, civilstånd, familjestatus, veteranstatus eller annan karakteristik som skyddas av lagen. Electronic Arts gör också arbetsplatsen tillgänglig på det sätt som krävs för kvalificerade personer med funktionshinder, enligt gällande lagar.