This job listing expired on Nov 1, 2023

Your Mission

As the APEX Franchise Lead, Asia Japan; you wake up every day thinking about the growth of EA’s key franchise in Japan. Coupled with a deep understanding of our franchises, markets, and player communities, you will contribute to all aspects of the APEX Asia Market franchise strategies, marketing, and commercial executions. Representing the voice of the franchise at the territory level, both internally and with external partners driving growth and delivering alignment between local studio live ops, commercial and marketing.

You are the franchise leader in Japan, and key partner for all cross-functional groups. You are responsible and accountable for all Japan strategy, revenue, and local go-to market strategic alignment. This includes our market and player strategy, go to market campaign planning, operating plans, resource, and budget prioritization, and return on investment efforts, you are working across a matrixed organization of local teams and global teams, focusing on maximizing both the short- and long-term opportunities for a franchise in Japan.

Macro Goals:

  • Responsible for the success of the franchise in Japan.

  • Key partner for all cross functional groups, driving growth and delivering alignment between Studio live ops, commercial and marketing.

  • Oversee the franchise strategic execution, revenue and the culturalization of product & brand in Japan.


  • Assume a cross-functional leadership role in driving alignment and accountability to results across functions including studio, brand, creative development, integrated communications, media, esports, analytics/insights, commercial, and finance. Help set clear objectives to achieve player acquisition, engagement, and revenue growth in Japan, while overseeing all strategic and day-to-day operational aspects of the business across local teams for alignment and consistency.

  • Develop and drive the Japan hyper-culturalization strategy for APEX, ensuring the game, content plans and experiences are represented with local accuracy in market and resonate with our players.

  • Strong partnership and collaboration with local live operations studio manager to develop the franchise strategy, define positioning for Japan, setting local publishing goals and plans, applying publishing frameworks as well as influencing the development roadmaps and live services.

  • Partner with commercial teams to align on forecasting and help develop local market commercial initiatives partnering with key stakeholders to drive to execution.

  • Partner with marketing teams to align on Go to Market strategies that align to player insights and market dynamics.

  • Distil large volumes of consumer research, competitive intel and market trends into tangible and actionable insights that can be used to optimize the local player experience and inform strategies for brand performance and activation.

  • Develop meaningful relationships with important agencies, brands, partners in Japan.


  • 7+ years in Publishing, product management or similar experience with a commerce focus, preferably from gaming (console, PC, or mobile); entertainment; technology; or consumer products.

  • Experience with working with development studios on the creation of hyper localised content roadmap and building the associated innovative brand marketing plans, marketing campaigns, and the development of creative materials to match.

  • Ability to galvanize and collaborate with a variety of stakeholders across a matrixed organization, leading through inspiration and partnership across diverse teams, will be essential to success in this role.

  • Passionate about games and gaming communities. Strong understanding of the latest gaming systems, industry trends and experience in the Japan game market.

  • Proficiency in narrative building with the ability to create compelling presentations for a wide range of audiences.

  • Understand how to interpret data and KPIs and turn analytical insight into actionable plans.

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.