Lead, CX Strategist

Date: Sep 25, 2022

Location: Baltimore, MD, US, 21230

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

The Consumer Experience team is new at Under Armour and is required to help transform the company from product-led to purpose-led, wholesale to direct to consumer and from siloed to consumer-centric & journey driven.  The CX team has 3 priorities which are:

  1. Build & democratize Voice of the Consumer data to act on consumer feedback and measure CX
  2. Create & socialize personas and consumer journeys to inform priorities & design future journeys
  3. Evangelize consumer experience and scale design thinking through training & coaching


  The CX Strategist will focus on pillar 2 and provide support in generating consumer journey maps, executive presentations, and leading cross-functional projects to uncover athlete's drivers, pain points, and unmet needs. They will facilitate working sessions to explore new solutions and bring Design Thinking methodology and mindset to everything they do. They lead with the voice of the consumer to challenge the status quo and empower Under Armour to use data as a strategic weapon.

Essential Duties & Responsibilities

  • The CX Strategist will quarterback the application of human-centric approaches for strategic initiatives with cross-functional groups across UA. They will partner with VoC analysts, and functional teammates.
  • Deep knowledge and empathy of the UA personas and current consumer experience
  • Develop current and future consumer journey maps and action plans through Voice of the Consumer data to uncover & prioritize opportunities for UA to improve
  • Leverage Voice of the Consumer work to generate insights that inform personas and journeys
  • Bring together various data sources to understand consumers’ friction points, motivations, needs, goals, etc. and uncover the “why” behind consumer actions from a holistic, data-based view
  • Partner with Consumer Insights team (consumer research) and Brand Marketing (e.g, audience sizing) to ingest data and update personas and journeys accordingly
  • Plan and lead cross-functional sprints to operationalize ideas and recommendations from journey mapping and persona work
  • Socialize and evangelize human centered design across UA, challenging teams to think about creative solutions using various idea generating mothods and mindsets
  • Collaborate with CX teammates & generate content for key meetings and milestones (ELT/QBR meetings, PF meeting, etc)
  • Advocate for the consumer at every opportunity

Qualifications (Knowledge, Skills & Abilities)

  • Excellent communication skills in both written and verbal form. Capability to communicate complex ideas effectively.
  • Self-motivated, proactive, taking initiative, and with exceptional problem-solving skills.
  • Must have the ability to make strong, lasting, and meaningful connections with others, which will aid in the execution of duties in this highly collaborative role.
  • Project Management, Communications, Business acumen, Change Management
  • Design Thinking
  • Agile
  • Sprint Methods

Education And / Or Experience

  • Bachelor's degree with a minimum of 8 years of related experience
  • Master’s degree with a minimum of 6 year of related experience
  • Marketing, Consumer Experience, Design Thinking


  • Relocation may be provided up to a specified amount

At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, and any other characteristic protected by applicable law.  Under Armour believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool. 

Learn more about Under Armour’s COVID-19 response and Teammate vaccination policies here.

Nearest Major Market: Baltimore