EA hires Starbucks’ Chris Bruzzo as CMO to lead engagement drive

Battlefield Hardline and FIFA 2014 maker Electronic Arts has drafted in Chris Bruzzo, the man widely credited as being the architect of many of Starbucks’ successful digital engagement and loyalty platforms, as its first CMO as the company looks to execute its strategy of becoming a “players first” developer.

FIFA 2014
Chris Bruzzo, the man credited with developing Starbucks’ digital engagement and loyalty platforms, has been appointed FIFA 2014 marker EA’s CMO.

In addition to marketing and communications oversight, Bruzzo will work with the digital and technology teams to “deliver personal and meaningful experiences” for players, the company’s CEO Andrew Wilson said in a blog post announcing Bruzzo’s appointment.

Bruzzo will be tasked with bringing to life Wilson’s “players first” strategy, introduced shortly after he took over from John Riccitiello as CEO in September 2013. Wilson told Bloomberg earlier this year that he wanted to improve customer experience by developing games that “immerse people in an interactive experience” and engage them for months rather than focussing on one-off releases.

Bruzzo’s last role at Starbucks saw him lead the company’s efforts to extend their reach beyond coffee drinks since its acquisition of juice company Evolution Fresh in 2011 with the launch of Juice houses and juice drinks. 

However, it is his achievements as VP for digital strategy and VP for global advertising and digital marketing at Starbucks where he his credited with developing online community My Starbucks Idea and loyalty programme My Starbucks Rewards EA will be hoping to tap into.

He joined Strbucks in 2007 from Amazon where he was VP for marketing and PR.

EA reported a 51 per cent increase in net profit and an 18 per cent increase in revenue in its latest quarter. 

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