Tiffany Everett: The Life of an EA SPORTS Global Social Media Lead

Imagine that one day you’re sitting in an office masterminding the next social media campaign to promote EA SPORTS Madden NFL and EA SPORTS College Football and the next, you’re in Las Vegas interviewing world-class athletes at the Super Bowl.

For Tiffany Everett, this isn’t a dream. It is her life as the Global Social Media Lead for EA SPORTS. Let’s get to know her!

Q: How did you get to EA? Are there any key career highlights you’d like to share?

“My experience in gaming, sports and entertainment spans PR, Marketing, social media and influencer-creator strategy for top companies including Activision, Nintendo, Warner Bros., NBC Universal and Nike.

One of the biggest pivots for me was managing marketing campaigns for game launches before social media existed. At the time, we focused on the web, out-of-home marketing like billboards, grassroots events, and print media such as gaming magazines. Once Facebook expanded to include brands, I was able to pivot in my career and lean into digital strategies to increase awareness and intent to purchase for big brands and products.”

Q: What’s a typical day like for you? How about for big events, like the Super Bowl?

“A typical day in my role includes cross-functional meetings to align on event strategy for moments like the Super Bowl.

In addition, there are brainstorms with my social team and our wider integrated communications team to understand which athletes we can create content with, the timing, and what post-event production support will look like to ensure we can get the best images and video on our social channels.”

Q: Can you tell us what it’s like to prep for something like the Super Bowl?

“Certainly! It starts with crafting the questions. We want to ask athletes the right ones that will hopefully provide exclusive information about them for our social followers and players, while also speaking to their history and passion for our games and/or live service offerings. It takes research, coordination, and a bit of an art to pull it off.

After asking the questions, we work with production to edit the asset and our social team publishes it based on the original strategy determined during the planning phase. Then it’s back to it.”

Q: How do you get athletes to best be part of the EA experience?

“My team does a great job in researching athletes and teams in advance of our time with them, understanding what they enjoy about their jobs as professional athletes and their interests in our games.

We always encourage them to be themselves in how they share information with us, even offering for them to get in on the format of what we record or the ability to pivot and provide additional info they are excited about.”

Q: What do you like to do to engage with players, and incorporate gaming culture into your work?

“We consistently aim to have Madden join the conversation for big moments in the NFL season that make sense with our game and what fans like to engage with, from Kickoff through the Super Bowl.

Madden is specifically engrained in football culture, as many other brands, teams and athletes reference Madden moments like ratings, cover athletes and celebrations in their social channel content.

This is the game that many people grew up with and as it was a part of their childhood, it continues to be the way they find entertainment, relate to their favorite NFL teams and players.”

Q: Beyond the glamour of major events, what else can you tell us about your role?

“I have the privilege to manage a rock star squad of social media and gaming professionals that help manage content and publish to our social channels. I also have the opportunity to work across titles with other EA SPORTS social teams as it relates to social process, as well as serve on an internal board that advises on our company's social strategy, tools and processes.”

Q: How do you and your team collab with other teams across EA?

“My team works very closely with a wide variety of CFX teams including Brand, Creative, Legal, PR, Talent Relations and more to offer our expertise in the social media space as well as advise on the type of content that works best on our channels and best represents our games.

This includes “big” moments (launch, cover reveal, etc) to wider content pieces like Ratings that we know our followers on social, and players enjoy.”

Q: What advice would you give people interested in pursuing a similar role?

“Continue to put yourself in the same “rooms” as the people you are interested in working with, the companies you want to work for, and/or the industries you want to be successful in.

That includes following them on social, seeking out a mentor in the space that can help set expectations and provide you insight or opportunities, and showing up at the events that someone in the role you want would attend for networking opportunities.”

Like Tiffany Everett, are you ready to change the game? Read more about EA SPORTS, and stay connected for further stories coming soon!