Lead, CRM

Date: Sep 21, 2022

Location: Amsterdam, NL, 1076 CM

Company: Under Armour

Under Armour has one mission: to make you better. We have a commitment to innovation that lies at the heart of everything we do, not just for our athletes but also for our teammates. As a global organization, our teams around the world push boundaries and think beyond what is expected. Together our teammates are unified by our values and are grounded in our vision to inspire you with performance solutions you never knew you needed but can’t imagine living without.

Position Summary

As the Lead, CRM for EMEA you will be responsible for the development and execution of strategies to increase customer retention, loyalty, and lifetime value through the customer lens across 15 markets in our region. This person will work cross-functionally with many teams across the organization, such as merchandising, creative, agency, campaign execution teams, as well as other areas within digital marketing to help ideate, build, and execute compelling campaigns.

Essential Duties & Responsibilities

include but are not limited to the following:
•    Manage Ad hoc, lifecycle, triggered and transactional messaging across email for UA.com EMEA locales
•    Operationalize the overall workflow and CRM processes
•    Work cross-functionally with our regional marketing and creative teams to gather, develop, and build content for emails; write creative briefs, maintain email and retention marketing calendar
•    Serve as the primary point of contact for global personalization team, lead execution of personalization strategies in email.
•    Collaborate with web development and creative agencies to develop and build out new email and landing pages as needed.
•    Own file health and monitor deliverability. Interface with email, and other vendors to troubleshoot and enhance email performance.
•    Develop a strategy for email capture on site and in our broader marketing programs. Work to grow file size for email and mobile.
•    Understand and help develop segmentation strategies; use internal data resources to filter and target appropriate segments.
•    Analyze customer data and generate actionable insights and retention strategy based on cohorts, customer segments and lifetime value.
•    Work with the other in-region Marketing teammates to develop a lens on the UA.com customer's journey; leverage customer journey mapping to increase retention and reduce churn
•    Lead overall Vendor Management for CRM partners, while simultaneously managing internal communication with key team members.
•    Provide oversight, leadership, and strategic recommendations for high level technical issues with CRM, audience segmentation and project prioritization/completion
•    Own reporting for CRM and present information to leadership, partners and in business review meetings as appropriate.

Qualifications (Knowledge, Skills & Abilities)

include but are not limited to the following:

•    Fluent in English
•    Superior presentation skills
•    Experience with an enterprise ESP (Salesforce Marketing Cloud preferred)
•    Basic understanding of AMPscript, HTML & SQL 
•    Proven track record of growing email channel for an eCommerce retailer.
•    Strong foundation with CRM/customer marketing programs, email marketing, and familiarity with analyzing customer Lifetime Value.
•    Experience with CDP and/or customer loyalty programs is plus.
•    Ability to analyze data and elevate key insights to various internal audiences (cross-functional teams and company leadership), and the ability to apply data-driven thinking to creative conversations.

Education And / Or Experience

•    University degree in Marketing
•    5+ years of experience in CRM and Digital Marketing, either within an agency or in-house environment

Other Requirements


No relocation provided





Under Armour is an Equal Opportunity Employer and we are committed to diversity in the workplace. We encourage qualified diverse candidates to apply. Under Armour does not discriminate against any candidate on the basis of race, gender, disability, religion, national origin, age, or any other protected category. 


The collection and use of personal data about applicants for employment is essential for conducting the business administration and business operation of Under Armour, Inc. (“Under Armour”) and those of its subsidiaries and affiliates. Under Armour’s overseas subsidiaries in the European Economic Area collect personal data about applicants for employment and may transfer such personal data to Under Armour in the United States in accordance with the terms of its Data Privacy Policy. Full details of Under Armour’s Data Privacy Policy are available at https://careers.underarmour.com. Under Armour has certified that it complies with the EU-US Privacy Shield Framework Principles with respect to safeguarding and transferring personal data it receives about Under Armour employees in the European Union.  Further details about the Privacy Shield Framework and the list of certified companies are available at www.privacyshield.gov.