Shaun Campbell

Shaun Campbell

Senior Commercial Strategist I Sales Leader, Coach and Mentor


With over 25 years of experience in the gaming and consumer goods industries, Shaun is recognized as a strategic leader adept at driving commercial success and organizational growth. His career has been marked by a commitment to developing robust commercial strategies, executing them effectively across global markets, and developing and mentoring high performance Sales and Marketing teams.

Driven by a passion for innovation and excellence, Shaun continues to leverage his extensive experience to shape impactful commercial strategies, foster growth in dynamic industries, and mentor, coach and train teams. His dedication to aligning the organisation’s objectives with customer-centric outcomes remains at the core of his professional ethos.

Professional Journey

Shaun most recently served as a Senior Commercial Strategy Director at Electronic Arts Switzerland in Geneva, where he held global responsibility for franchises such as Battlefield, EA Originals, and popular racing titles including Need for Speed and F1. In this role, he spearheaded comprehensive commercial strategies that optimized player engagement and franchise revenue across digital and retail channels.

Prior to this, he held the position of General Manager for the UK & Ireland at Electronic Arts UK, where he managed the P&L for the region, exceeding revenue and profit targets while navigating strategic partnerships with key retailers and distributors, and leading a high performing sales and marketing team.

Earlier in his career with EA, Shaun successfully led the Nordic and Russia Publishing business for Electronic Arts in Stockholm, driving annual revenue and profit growth through strategic planning and effective team leadership. His tenure as Category Management Director at EA Switzerland involved pioneering pan-European strategies and enhancing retail best practices across the continent. Shaun’s initial role with EA as Sales Director in Australia was characterised by achieving his annual Sales and Profit targets, negotiating a new trading terms strategy with all major accounts, and idenitfying and successfully implementing a Vendor Managed Inventory (VMI) and Sales Reporting solution which was ultimately adopted by EA at key retailers across North America and Europe.

Key Achievements

Throughout his career, Shaun has been instrumental in negotiating pivotal commercial partnerships with major entities like Formula One and WRC, aligning commercial strategies with development and marketing strategies for mutual success, and successfully negotiating trading terms with global retailers and e-tailers.

His leadership extends beyond commercial strategy and sales management to mentoring and developing high-performing teams, preparing them for industry transformation, and career advancement within EA.

Education & Development

Shaun earned his Master of Business Administration from the University of New England, Australia, complemented by specialized courses at EA that honed his leadership and strategic management skills. Notably, he completed the EA Business Simulation Program and the EA Emerging Leaders Program, both of which enriched his global perspective and readiness for senior leadership roles.

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