Electronic Arts (EA)Sr. Lifecycle Strategist
Apr. 2020 - Nov. 2021Orlando, Florida, United States• Developed 1:1 personalized omni-channel messaging for the Madden NFL player lifecycle driving acquisition, engagement, and retention via email, in-game, and mobile platforms.
• Increased new player engagement by +150% through enhanced onboarding of automated tutorial messaging.
• Guided the creative execution of 350+ campaign assets annually supporting MARCOM key beats, commercial sales, and subscription services by partnering with Brand, DOM, Gamechangers, and a team of coordinators, copywriters, and designers. • Led weekly status updates, identified process deficiencies, developed RACIs and managed implementation of improved, scalable workflows. • Built relationships and influenced global, cross-functional partners including product, engineering, and data science stakeholders.
• Aligned business objectives with customer insights to prioritize and deliver impactful experimentation that guided message optimization and channel best practices.
• Prepared learning-based use case briefs for innovative test plans and new feature requests by defining scope, gathering technical requirements, building governance and methodology, resourcing creative deliverables, and forecasting project timelines.
• Analyzed campaigns, created performance reports, and socialized learnings via presentations with Directors and VP-level management.