Her Story
About Dafna
Dafna Cuellar serves as Director of Channel Management at Electronic Arts (EA), a role she has held for three years during her 14-year career with the company in the gaming industry. Based in Austin, Texas, she leads the Web channel within EA’s Fan Care organization, overseeing the strategy and operations behind the help.ea.com experience and developing self-service solutions that enable players to quickly resolve issues and return to the games they enjoy. With a career rooted in digital experiences, ecommerce, and customer support innovation, Cuellar brings a unique perspective on creating intuitive, scalable solutions that enhance the player journey.
Cuellar’s passion for the gaming industry began in childhood through her love of video games, including early experiences with iconic titles such as Super Mario. Her professional journey began with online merchandising roles at Bay Area startups, where she developed expertise in digital commerce and customer experiences. She later joined EA in a merchandising role before transitioning into Fan Care, where she applied ecommerce strategies to improve customer support journeys, digital platforms, and self-service experiences. Throughout her tenure, she has led major digital initiatives, platform improvements, and operational strategies designed to make support experiences more efficient and accessible for players worldwide.
Committed to continuous learning and personal growth, Cuellar has pursued professional development opportunities, including a UX certification from General Assembly to strengthen her collaboration with design teams and a Managerial Leadership certificate from The University of Texas at Austin, while continuing her executive leadership education. She attributes her success to curiosity, a growth mindset, and a willingness to embrace new challenges and experiences. She is also grateful for the support and advocacy of women leaders who have encouraged her development and inspired her to help cultivate the next generation of leaders in the industry.
Her Interview
Ten minutes with Dafna
01What do you attribute your success to?
I attribute my success to staying curious and remaining open to new experiences and opportunities. I believe in embracing the unknown, being willing to learn, and accepting that I may not always have all the answers right away. By maintaining a growth mindset and continuously seeking ways to improve, I have been able to adapt, develop new skills, and navigate challenges with confidence. This commitment to learning and growth has been a driving force throughout my professional journey.
02What’s the best career advice you’ve ever received?
The best career advice I have ever received is to never let the fear of failure prevent me from taking action. I have learned that it is far more likely to regret not pursuing an opportunity than to regret trying and facing challenges along the way. Embracing new experiences, taking calculated risks, and allowing myself the opportunity to learn from both successes and failures have been essential to my personal and professional growth. I believe it is important to move forward with confidence and never allow the possibility of failure to overshadow the opportunity to achieve something meaningful.
03What advice would you give to young women entering your industry?
My advice to young women entering the industry is to recognize their value and never question whether they belong at the table. If you have earned the opportunity to be there, your presence is a reflection of your skills, experiences, and potential. Believe in yourself, advocate for your ideas, and approach challenges with confidence. Your voice matters, and by embracing your strengths, you can make a meaningful impact and inspire others along the way.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in my field right now is identifying and developing the next generation of leaders. It is essential to find individuals who demonstrate curiosity, a growth mindset, motivation, and a willingness to embrace new challenges. By nurturing these qualities and providing opportunities for growth, we can cultivate emerging talent, empower future leaders, and build a stronger, more innovative workforce.
05What values are most important to you in your work and personal life?
The values that are most important to me in both my work and personal life are curiosity and maintaining a growth mindset. I believe that staying curious allows me to continuously learn, explore new perspectives, and seek innovative solutions. A growth mindset helps me embrace challenges, remain open to feedback, and view every experience as an opportunity to improve and develop. These values guide how I approach my work, relationships, and personal growth.
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