Create the moment
Live reveals, hands-on play, talent, spectacle, and fan access.
ELECTRONIC ARTS · 2016–2018
Building the performance engine
behind global game launches.
As Manager of Programmatic and Social, I helped shape brand and direct-response strategy across a defining launch slate, with Star Wars Battlefront II as a centerpiece. I also built the tracking, marketing operations, and execution model that made the work measurable and easier to optimize.
FEATURED GLOBAL LAUNCH · 2017
Battlefront II connected Disney and Lucasfilm, entertainment moments, fans, influencers, media, and measurable player action.
MY ROLE
Beyond managing media: building EA's performance-marketing capability.
I helped create the brand and direct-response strategy supporting many of EA's largest launches. That meant connecting upper-funnel demand creation to measurable acquisition, using programmatic and paid social to move players from awareness toward purchase and engagement.
I created the backend tracking and marketing-operations foundation: campaign taxonomy, data flows, measurement processes, testing structures, reporting, and the cross-functional operating rhythm needed to understand performance and optimize investment.
LIVE + DIGITAL
The stage was only the start.
For E3, EA Play, Gamescom, and other major launch moments, I connected physical reveals and fan experiences to real-time social, influencer campaigns, PR, programmatic reach, owned channels, direct response, and backend measurement.
Turn it into culture
Influencers, creators, social conversation, PR, and modular content.
Scale the attention
Programmatic, paid social, video, retargeting, and global market activation.
Convert + learn
Direct response, tracking, testing, optimization, and launch reporting.
FEATURED ECOSYSTEM · 2017
Star Wars Battlefront II
One of the largest and most complex launches of the period. I helped connect EA's brand and direct-response strategy with the Disney and Lucasfilm partnership, E3 / EA Play reveals, major influencer campaigns, social conversation, paid amplification, and entertainment moments across Star Wars movies and shows.
The campaign extended beyond launch day. Content tied the game to the wider Star Wars calendar, including The Last Jedi season, while tracking and marketing operations connected cultural attention to measurable player action.
See the official launch story ↗
E3 / EA PLAY · NORTH AMERICA
From live reveal to global launch signal
Hands-on play and stage moments became social assets, influencer stories, PR, paid video, audience building, and direct-response journeys.
GAMESCOM · EUROPE
One operating model across markets
Major European fan moments supported FIFA, Battlefront, Battlefield, and the broader portfolio. Global strategy was adapted for local audiences and media behavior.
2016–2018 LAUNCH PORTFOLIO
A defining run of global franchises.
From shooters and sports to RPGs, racing, and EA Originals, I helped shape strategy and success across the brand and direct-response sides of a remarkably diverse launch slate.
SHOOTERSEA SPORTSRPGRACINGEA ORIGINALS
2017Star Wars Battlefront II
EA + Lucasfilm global launch · The Last Jedi season
2016FIFA 17
21M+ players by EA's FY17 year-end
2016Titanfall 2
Major global shooter launch
2017FIFA 18
24M+ copies sold in roughly 11 months
2016Battlefield 1
19M+ players by EA's FY17 year-end
2017Mass Effect: Andromeda
Major BioWare franchise launch
2017Need for Speed Payback
Major global racing-franchise launch
2017Madden NFL 18
Major EA Sports launch · Frostbite era
2018FIFA 19
Major global EA Sports launch
2018A Way Out
Breakout EA Originals co-op launch
2018Battlefield V
Major global Battlefield franchise launch
2016Plants vs. Zombies: Garden Warfare 2
Major PopCap franchise launch
Player, sales, and company-revenue figures provide public business context. They are not presented as individual attribution.
THE ENGINE
Strategy, infrastructure, and execution working together.
The work was built as a system, not a collection of channel plans.
Brand demand
Build awareness and anticipation around world-class entertainment launches.
Direct response
Use programmatic and social to move players toward purchase and engagement.
Tracking architecture
Create the backend instrumentation, taxonomy, and data flow needed for measurement.
Marketing operations
Build repeatable briefs, workflows, reporting, testing, and decision cadence.
Creative optimization
Test messages, formats, audiences, and sequencing across the launch curve.
Global leadership
Align direct reports, agencies, franchise teams, analytics, creative, and markets.
OUTCOMES
+30%campaign-attributed revenue
−40%time to market
$2.41B → $3.45BEA company digital revenue, FY16–FY18
EA was rapidly becoming a digital-first business.
My work helped create the strategy and operating capability needed to support that shift: connecting brand storytelling with measurable performance, improving the speed of execution, and giving teams better visibility into what drove results.
LEADERSHIP
Leading a capability across teams.
I managed programmatic and social, led direct reports, and worked across franchise marketing, product, creative, analytics, media, agencies, finance, and global markets. The job was to create clarity and infrastructure, not just place media.
SELECTED PUBLIC PROOF