Madeline Cragin
Global Brand Manager, The Sims · Electronic Arts
Redwood City, CA
In My Own Words
Distinguished, seasoned global brand manager with 8 years of demonstrated success in empowering diverse brands to shape culture and improve consumers' lives for the better. Proven competencies in brand optimization and marketing strategy while nurturing business development within the retail and gaming industries. Expert in transforming and evolving legacy brands by creating beloved products, buzz-worthy campaigns, and culturally relevant experiences that help cultivate thriving communities. A passionate, creative, and strategic leader who can influence and collaborate with all levels of individuals while building brand advocates for life.
Work Experience
Global Brand Manager, The Sims
Electronic Arts2020 – Present
• Exemplify astuteness in shaping and optimizing robust marketing strategies for the world-renowned, interactive entertainment brand using consumer insights, trends, and various online marketing channels. • Boosted the overall consumer experience by orchestrating, developing, and implementing new products, representation updates, and other additional base game upgrades for The Sims 4. • Delivered strategic direction to the overall facets of the Sims, including budget management, team supervision, relationship building, project implementation, product development, and various brand marketing activities. • Introduced exceptional impactful campaigns that support the overall brand positioning and strategy through close collaboration with cross-functional teams, such as game development and marketing. • Contributed to the success of creating insight-based player experiences and amplifying ongoing engagement by assessing the consumer target (Gen Z) and identifying cultural, consumer, market, and industry trends. • Exceeded twice the revenue goal by providing hands-on support and strategic oversight of the product "Kits." • Served as the reliable marketing expert to manage end-to-end production of Kits for 2022, from theme development to marketing, content campaigns, CRM, data analytics, asset planning, and communications.
Brand & Community Maven
lululemon athletica2017 – 2019
- Defined, created and executed an integrated marketing area strategy to drive brand resonance and acquire new customers - Created North America Community Disruption strategy based on identified market trends and insights alongside Maven team and Global cross-functional teams - Project managed and produced large-scale events and brand activations as well as innovative online experiences and campaigns - Managed key brand partnerships, influencer and ambassador relationships - Consulted and led trainings to area retail teams on Community Marketing
Public Relations Specialist
lululemon athletica2014 – 2017
- Developed and executed high-impact, creative, and proactive global PR strategies for product launches, partnerships, events and brand moments - Managed relationships with relevant global media and influencers and acted as the primary contact for consumer media - Created, owned and executed Global Men's PR Strategy (when company shifted to prioritizing Men's growth, 2015-2017) - Oversaw Men's PR Agency, sample inventory purchasing process, product placement and seasonal gift guides - Created messaging and prepped executives for interviews and features
Communications & PR Coordinator
lululemon athletica2013 – 2014
- Supported in the seamless execution of media events & experiences Oversaw Global Press & Media inbox - Drafted proactive pitches - Managed product sample journey - Owned all media monitoring reports and created a platform for internal global communication of coverage - Sponsored by lululemon as Coordinator to move to Vancouver, Canada
Communications Intern
lululemon athletica2012 – 2013
- Created communications and content for both an internal and external audience - Oversaw external communication projects for the first-ever SeaWheeze Half Marathon - Wrote media advisories, traffic advisories and press releases - Live-reported on Global internal Blog on lululemon's annual internal Leadership Conference
