Electronic Arts, Inc Associate Brand Manager - EA SPORTS NHL & UFC in Burnaby, British Columbia

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Associate Brand Manager - EA SPORTS NHL

The Team:

EA SPORTSis one of the most iconic brands in entertainment with over 25 years of innovation, passion, and connecting millions of players across the globe to their favorite sports, teams, and players. Located in beautiful British Columbia, EA Vancouver campus is home to approximately 1,400 employees – who enjoy working at a the state-of-the-art facility that includes coffee bars, a full service cafeteria, a fitness center with personal trainers, intramural leagues including floor and roller hockey, a full-size soccer pitch, and even martial arts and cross fit training classes. For sports fans and gamers, it’s a dream studio to work at.

The EA SPORTS NHL® and EA SPORTS UFC® studio marketing and product development teams are based out of EA Vancouver. The Global Brand Management (GBM) team partners closely with a number of high-performing, diverse, functional experts who are passionate about winning as a team. The group loves sports, video games and pop culture and takes tremendous pride in creating a collaborative work place and supporting the pursuit of individual and team growth as we continue to evolve as world class product marketers. Successful team members have shown the ability to fit within a team-based environment, to be highly adaptable in a constantly changing industry, to have a blend of book-smarts and street-smarts, and to generally carry positive energy that benefits the greater team. Team members will also have the flexibility, cultural knowledge, and relationship responsibility of interfacing with a number of teams throughout the world including publishing partners in California and Europe, licensing partners in New York, Toronto, and Las Vegas - at the NHL, NHLPA, and UFC, and even directly with player and fighter talent at various events and through digital forums.

The Role:

We are seeking an Associate Brand Manager to join the EA SPORTS NHL & EA SPORTS UFC Live Service Marketing team. The role will primarily focus on strategic management, coordination, and execution of Live Service programming for post-console launch content.

In this role, you will be responsible for managing our fast evolving live service business, which means partnering with consumer insights and the NHL & UFC development teams to build a product experience, and supporting year-round marketing plan. Your primary objective will be to satisfy player demand and drive increased engagement in EA SPORTS NHL and EA SPORTS UFC all year long, in and out of the sports real sports season. You will showcase a passionate fan perspective for the NHL, UFC and other sports – and that can be from playing the sports itself, to being a super fan of a favourite team or fighter, to playing our games. You will have a strong base level understanding of our Ultimate Team franchises, including Hockey Ultimate Team (HUT) and UFC Ultimate Team. You will also have familiarity with some of our more engaging, competitive modes like EA SPORTS Hockey League (EASHL) and Online Championships in EA SPORTS UFC.

In addition, you will be a self-starter with an entrepreneurial, experimental point of view. You will be able to showcase a strong track record in marketing program management – from setting objectives, framing strategy, delivering exceptional execution while inspiring teams, and reporting back on results with a strong analytical assessment. This role will support larger brand initiatives including but not limited to providing support for global marketing & communication campaigns. EA’s culture is one of collaboration, creativity, passion, and continued learning and pioneering. If you are open to working in a fast-paced, agile and adaptable, team-oriented work play – and are passion about serving players and sports fans with the best games and experiences that we can create – we want to hear from you!

Duties and Responsibilities:

  • Ultimate Team Management- Partner with Development, Business Analytics, Communications, and Publishing to formulate and execute strategic plans for our Ultimate Team business on EA SPORTS NHL and EA SPORTS UFC that drive to exceed player engagement and satisfaction goals.

  • Inform and advise on key feature development priorities based on what players are asking for, other industry best practices, and new creative ideas that drive player engagement and product quality.

  • Develop annual campaign objectives, strategy, and program plans for the annual Live Service marketing plan.

  • Lead all cross-functional Ultimate Team weekly meetings pertaining to HUT/ UUT and manage stakeholder relationships.

  • Manage HUT/ UUT promotion and calendars to maintain consistent cross functional communication and continued engagement with our players.

  • Collaborate with internal and external groups (Advertising, Graphic Design, PR, Audio/visual asset creation, Online Marketing, Social Media, Events, Partnerships, Talent Relations, etc.) to develop all consumer marketing programs and materials.

  • Live Service Content Tracking & Reporting: Work closely with Business Analytics and Product Development Live Services teams to generate regular KPI reporting that provide insights on Live Service content performance:

  • Analytical assessment on consumer sentiment and reaction to Content Updates.

  • Distill large volumes of consumer feedback into tangible and actionable insight that the studio team can use to optimize player experience, strategy & execution throughout the season.

  • Pioneer Deeper Engagement in Competitive Experiences:

  • Working with Creative Directors and product development, lead the ideation and creation of progression and status in experiences like EA SPORTS Hockey League and EA SPORTS UFC Online Championship - in-and-out of game.

  • Act as the primary brand liaison with the Competitive Gaming Division (CGD), Product Development, and Licensors on pilot initiatives in the area of competitive gaming for the EA SPORTS NHL and EA SPORTS UFC franchises.

Skills Required:

  • Proven project management and team leadership skills, leading cross functional teams to tangible, successful results.

  • Passion about the video game industry. Owner of an XBOX One or PlayStation 4, with a strong history in gaming, specifically on EA SPORTS NHL and EA SPORTS UFC – and the Ultimate Team products within those franchises - is preferred.

  • Passion about sports – including watching NHL and UFC, playing hockey or practicing martial arts. You know the difference between Canuck and an Oiler, and a rear-naked choke-hold and an armbar.

  • Ideally have prior experience in Live Service, subscription, or Mobile App/ Game management.

  • Strong knowledge of social media marketing and promotions.

  • Track record of being a strong team player.

  • Be adaptable to a fast-paced, innovative environment where tight deadlines are common.

  • Strong work ethic and ability to proactively own projects.

  • Experience to digest analytics and interpret key insights.

  • Excellent oral and written communication skills.

  • Strong organizational skills.

  • Proficiency in MS Excel, Outlook, PowerPoint.


  • Minimum 4+ years brand management or product marketing experience in consumer-focused categories.

  • Experience in marketing to various consumer demographics, particularly with sports fans, is a must.

  • Experience managing external partner relationships – be that licensors, agencies, and/ or research teams.

  • Experience working in a fast paced, constantly changing environment while influencing multiple personality types is desirable.

  • Marketing degree or equivalent combination of education and experience.

  • Experience in gaming or subscription based product or service businesses strongly preferred.


EA SPORTS is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, fan programs and cross-platform digital experiences. EA SPORTS creates connected experiences that ignite the emotion of sports through industry-leading sports videogames, including EA SPORTS UFC,Madden NFLfootball,FIFA Soccer,NHL®hockey,NBA LIVEbasketball,NCAA® Football,Tiger Woods PGA TOUR®golf,SSX, andFight Nightboxing. For more information about EA SPORTS, including news, video, blogs, forums and game apps, please visitwww.easports.com.

Candidates must have the legal right to work in Canada at the time of application, no assistance will be provided by EA.PLEASE NOTE: Electronic Arts does not accept any unsolicited resumes from headhunters, executive recruiters, or other staffing or personnel agencies. Please do not submit or forward any such resumes to our site, jobs alias or Electronic Arts employees. Electronic Arts is not responsible for any fees related to unsolicited resumes.

EA 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 or veteran status. We will also consider for employment qualified applicants with criminal records in accordance with applicable law.