Ashley Mckay Email & Phone Number

Portland, Oregon, United States

As the Director of Growth Planning at EA Entertainment, I lead a team dedicated to driving strategic growth for iconic franchises such as Madden, College Football, F1, NHL, and others. I focus on optimizing paid media, lifecycle marketing, and connections planning to create seamless fan experiences. By leveraging data-driven insights and industry trends, I collaborate with others to enhance our audience's ability to Play, Create, Watch, and Connect.

Portland, Oregon, United States

- Define the long-term roadmap for driving growth across paid and lifecycle media for The Sims and other lifestyle franchises, translating business objectives into actionable media strategies.- Act as a key strategic partner to the Franchise teams, helping develop integrated frameworks rooted in audience understanding, data-driven insights, and the media landscape.- Champion paid and lifecycle media, striving to find innovative solutions that elevate EA's position in the marketplace and establish meaningful connections between our values, media partners, and tactics.

Portland, Oregon, United States

- Responsible for defining the long-term roadmap for driving growth across The Sims and other lifestyle franchises, while translating business objectives into actionable strategies for media. - A key strategic partner to our Franchise teams, helping to develop strategic frameworks rooted in a thorough understanding of our audience and the media landscape.- A champion for paid media, striving to find innovative solutions to elevate EA’s position in the marketplace and connecting our values to media partners and tactics.

Portland, Oregon, United States

Client: Nike- Re-architect regional processes in service of local market understanding to enable regional visibility and consistency while allowing each agency team and market to adapt based on their local needs and nuances. - Transform learning approach and measurement strategy to ensure digital and offline media deliver against campaign KPIs and learning objectives, resulting in data driven implications to inform optimizations and future campaign planning.

Tokyo, Japan

Clients: Amazon, Dyson, Mondelez, & Stripe- Increased overall revenue by implementing scalable processes and training programs that led to increased efficiency and reduced overhead in 6 months across a team of 25+.- Responsible for oversight of a majority of agency revenue and secured additional revenue streams with a new business pitch strong win rate of that resulted in new clients.

Tokyo, Japan

Clients: Dyson- Increased client relationship scores by 22% by delivering and executing plans that consistently exceeded business targets and implemented optimized workflow and processes to improve efficiencies and drive business.- Improved internal employee sentiment by 38% by creating an accelerated development program to identify their goals, define action plans, and articulate clear evaluation criteria.

Portland, Oregon Area

Clients: Instagram, Facebook, & Oculus- Responsible for defining and implementing processes to support exponential growth. Worked closely with creative and brand teams to scale ability to execute paid media campaigns from 1-3 markets to 45+ global markets in record time.- Led complex global strategy for digital and offline media projects, providing detailed recommendations for adapting and executing strategy for each key market based on local insights and infrastructure.- Worked closely with international teams to localize strategy and execute campaigns in markets including Paris, Berlin, Milan, Mumbai, London, Singapore, and Tokyo.

Portland, Oregon Area

Clients: Facebook & Instagram- Managed projects for high-profile global product launches across multifunctional teams – design, product marketing, brand marketing, analytics, and more – with a focus on high impact media efforts and measurement frameworks.- Leveraged strong organization and research skills with an ability to bring teams together, connect the dots, and execute on media projects with local teams worldwide.

Portland, Oregon Area

Clients: American Express, LifeLock, & Brocade- Planned and managed lead generation campaigns for companies including American Express, LifeLock, and Brocade, resulting in 15% - 22% of added value media through rate negotiation and ongoing performance optimizations.

Portland, Oregon Area

Clients: Intel & Western Star - Responsible for supporting the paid media team, working to establish a billing process, identifying new digital and traditional media partners and tactics, and automating lead scrubbing and reporting.