STRATEGIC COMMUNITY LEADERSHIP ACROSS PLATFORMS AND CREATORS
I joined EA in 2018 to help evolve how the FIFA franchise communicated with its global community.
Over nearly four years, I led a global team of community managers and redefined the strategy behind player-facing platforms, feedback systems, and creator initiatives, reshaping FIFA’s approach to live service, transparency, and sentiment.
The work became a benchmark for community infrastructure across multiple EA franchises.
From sentiment systems to creator ecosystems, here are three key initiatives that helped reshape how EAFC communicates with its global community:
FIFA DIRECT COMMUNICATION SYSTEMS
Building Trust Through Transparency and Information Infrastructure
Launched and scaled EA’s core community-facing communication systems (Pitch Notes, @EAFIFADirect, and the EASFTracker), establishing FIFA as one of the most transparent franchises at EA. These platforms became the go-to sources for player information, sentiment management, and dev-to-player clarity.
Community Design Council
Building Scalable Feedback Systems Between Core Players and Devs
Designed and implemented the FIFA Community Design Council to formalize direct player feedback into structured product insights.
Adopted as a feedback model across EA, the system became a strategic layer between devs and core community voices, and later served as the basis for similar programs at 2K Games.
PUBLIC VOICE OF FIFA COMMUNITY
Becoming the Bridge Between Studio, Creators, and the Player Base
Acted as the face and voice of FIFA Community across platforms and media. From EA Play Spotlight to Top Bins weekly streams, interviews, and authoring official Pitch Notes, this public-facing role amplified player concerns, educated the community,
and built trust between FIFA’s core audience and its studio leadership.
