Battlefield Franchise Director, Asia Publishing · Electronic Arts

Fri, 24 Apr 2026 13:18:01 GMT
Engineering

Electronic Arts · Shanghai · hybrid

As the Battlefield Franchise Director, Asia Publishing, you will be responsible for the growth of the franchise in the Asia and Emerging Markets region. You will report to the Senior Director of EA Entertainment Franchise and guide the Battlefield Asia franchise planning and marketing implementation. Your mission is to deeply understand the Battlefield franchise, markets, and player communities, and to represent the voice of the franchise at the regional level, both internally and with external partners.

You will be the head of the Battlefield Franchise in the Asia and Emerging Markets region, and main partner for all departments. You are responsible and accountable for understanding the product and what it takes for that to succeed across acquisition, engagement, and monetization. This includes market and player planning, culturalization direction of the global strategy, and deep understanding of player behavior within the product.

Your responsibilities will include:

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 across Asia & Emerging Markets with a key focus initially on IMEA but also Asia.

Oversee day-to-day operational aspects of the business across local teams for alignment and consistency.

Develop and drive the hyper-culturalization and critical win state strategy for Battlefield, ensuring the game, content plans, and experiences are represented with local accuracy in market and resonate with our players.

Strong partnership and collaboration with studio to implement the global franchise strategy in a culturalized plan across Asia Publishing by defining positioning for key markets, setting local publishing goals and plans, applying publishing frameworks, and influencing the development roadmaps and live services.

Partner with commercial teams to align on 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 across the region.

To be successful in this role, you will need:

10+ 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-localized content roadmap and building the associated innovative brand marketing plans, marketing campaigns, and the development of creative materials to match.

Strong analytical skills, along with experience using insights and data to create strategy, analyze market opportunities, and trends.

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 Asia game market.

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

Veteran leading global launch campaigns at the local scale and the self-awareness to understand learnings from both the successes and the failures.

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

At Electronic Arts, we're proud to have an extensive portfolio of games and experiences, locations around the world, and opportunities across EA. We value adaptability, resilience, creativity, and curiosity. From leadership that brings out your potential, to creating space for learning and experimenting, we empower you to do great work and pursue opportunities for growth.

We adopt a holistic approach to our benefits programs, emphasizing physical, emotional, financial, career, and community wellness to support a balanced life. Our packages are tailored to meet local needs and may include healthcare coverage, mental well-being support, retirement savings, paid time off, family leaves, complimentary games, and more. We nurture environments where our teams can always bring their best to what they do.