Madeline Cragin: Global Brand Manager, The Sims in Redwood City, CA
Summary
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Work experience
Electronic Arts
Global Brand Manager, The Sims | 06/2020 - Current
• 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.

lululemon athletica
Brand & Community Maven | 06/2017 - 08/2019
- 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

lululemon athletica
Public Relations Specialist | 12/2014 - 06/2017
- 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

lululemon athletica
Communications & PR Coordinator | 07/2013 - 12/2014
- 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

lululemon athletica
Communications Intern | 05/2012 - 05/2013
- 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
IES Abroad
Marketing Intern | 05/2011 - 08/2011
Education history
Elon University
Bachelor of Arts | 2009 - 2013
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