The future of entertainment is interactive, and our Marketing team plays an important role in this future by building content, culture, and community around our brands. We empower audiences to Play, Create, Watch, and Connect across our amazing franchises and experiences, including The Sims, Madden NFL, EA SPORTS FC, Apex Legends, and Battlefield. We’re a multi-functional group, with world-class expertise in building fandoms, driving interactive storytelling, and positioning our franchises at the center of the broader entertainment ecosystem.

Growth Planning

Growth Planning delivers an audience-first approach to planning across channels and content to maximize growth and capitalize on data-revealed opportunities. We have a relentless focus on driving business outcomes by designing cohesive ecosystems across audiences, channels, and content.

Role Overview

The Director of Growth Planning, Lifestyle, is a pivotal leadership role overseeing a team of channel experts responsible for strategic planning across paid, owned, and earned channels for The Sims and skate franchises. We are seeking an agile growth marketer who is highly capable of inspiring teams through a performance-based culture with a clear vision and accountability for driving results. This position reports to the Senior Director of Growth Planning.


  • Lead the Lifestyle pod consisting of 5 experts across paid media, lifecycle marketing, and connections planning. Foster a high-performing environment through consistent feedback, coaching, and holding team members accountable for results.

  • Develop a culture of deep collaboration to ensure the team connects dots between channels and content, delivering cohesive cross-platform journeys informed by player behavior, channel insights, data, and performance.

  • Champion effective performance marketing best practices to improve player acquisition, retention, and monetization.

  • Advocate passionately for data-driven marketing to educate senior leadership and peers on how performance marketing strategies impact overall business performance.

  • Sets the direction for how Growth Planning partners effectively across stakeholders in Publishing (Franchise Mktg, Creative, Comms, Commercial), Studio, Finance, and the Office of the CXO (Tech, Analytics).

  • Partner with the Senior Director of Growth Planning to establish the team function within the broader Experience Organization by informing team vision, goals, team and agency engagement models.

  • Drive forward-looking strategies for paid media and lifecycle channels, staying ahead of industry trends by following best practices and exploring cutting-edge opportunities. Identify new solutions to advance capabilities and future-proof EA’s performance marketing strategy.

  • Enhance the team’s outputs to maximize relevancy and business impact, including actionable audience learnings and insights, channel investment strategy, ecosystem planning, campaign execution, reporting, and optimization.

  • Serve as a member of the Growth Planning Leadership team, overseeing the global agency(ies) of record in partnership with the leadership team.

  • Build a diverse and inclusive team, ensuring increased representation of underrepresented talent that truly reflects the diversity of the communities we work with.


  • 10+ years of experience in Growth or Performance Marketing roles, preferably in gaming or digital services. Expertise across paid media, email, and in-game channels.

  • Strong track record of leading successful user acquisition, retention and monetization campaigns

  • Strong leadership experience with the ability to lead, inspire, and develop talent.

  • Ability to use behavioral data to personalize and optimize player experiences

  • Strong analytical and quantitative thinking with proven success in goal setting, KPI development, experimentation and overall measurement.

  • Ability to drive change across your team and partner teams.

  • Ability to effectively communicate with confidence with senior leaders; experience advocating for the role of media and CRM across the marketing organization

  • Ability to lead and inspire a team of channel specialists in a rapidly changing environment


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.


  • California (depending on location e.g. Los Angeles vs. Sacramento): º $170,500 - $259,300 USD Annually

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.

About Electronic Arts

Everything we do is designed to inspire the world to play. Through our cutting-edge games, innovative services, and powerful technologies, we bring worlds with infinite possibilities to millions of players and fans around the globe.

We’re looking for collaborative and inclusive people with diverse perspectives who will enrich our culture and challenge us. We take a holistic approach with our benefits program, focusing on physical, emotional, financial, career, and community wellness to support our people through every chapter of life. We provide comprehensive benefit packages and support for a balanced life with paid time off and new parent leave, plus free games and so much more. Our goal is to provide a safe and respectful workplace that empowers you to thrive in both work and life.

Electronic Arts 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, veteran status, or any other characteristic protected by law. We will also consider employment qualified applicants with criminal records in accordance with applicable law. EA also makes workplace accommodations for qualified individuals with disabilities as required by applicable law.