Lead, Omni Marketing, Direct-to-Consumer

Date: Sep 21, 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

As the Lead, Omni Marketing, Direct-to-Consumer, you will oversee in-store brand marketing for Under Armour within our Direct-to-Consumer (DTC) channels (Brand House, Factory House). You will be responsible for setting global strategy and storytelling to further enhance consumer experiences through these channels and in partnership with the e-comm team in unique and creative ways that drive conversion and brand affinity while achieving our overall business goals.

Essential Duties & Responsibilities

  • Work with the omni marketing team, creative, visual merchandising, and marketing operations to build and execute clear seasonal global brand strategies, briefs and experiences for key categories across brand house and factory house store formats.  Global and regional business goals, e-comm alignment and KPI’s should be top of mind at all times
  • Participation in the global Go-to-Marketing (GTM) process, including workshops and milestones to drive the brand house and factory house strategies to the larger business goals.
  • Work with the Marketing, Visual Merchandising and Merchants to build the seasonal global brand strategy briefs for Made for Outlet (MFO) specific retail within all key categories with the consumer journey top of mind. Align on liquidation goals per region and asset/content capabilities to drive brand right consistency across Factory House regardless of location.  Define a global point of view on product launches and promotional cadences based off of collaboration and alignment with our regional teammates.
  • Constant collaboration with the e-commerce marketing team to drive Omni alignment in creative, storytelling and product to assure a seamless experience across both changes, regardless of where the consumer is within their journey 
  • Work closely with Global E-comm, Global Retail & IT to input and define future state capabilities that drive our brand forward in DTC.  Identify consumer trends, retail landscapes and emerging stories in the industry to inform decisions and drive alignment across our channel partners and work with them on testing and implementation.
  • Partner with global retail and regions to build and own all new store opening information globally, and align with regional partners on creative intent, content needs and support for any regional adaptation. Provide full recap of final build to cross functional leadership.

Qualifications (Knowledge, Skills & Abilities)

  • Strong understanding of DTC marketing, apparel preferred.
  • Demonstrated ability to lead campaigns and projects from inception to implementation.
  • Strategic and Creative process briefing.
  • Passionate about the brand and the work, makes decisions that are in the best interest of our team and our company.  
  • Ability to understand and connect full funnel consumer journeys, with DTC as top of mind.
  • Understanding of Business and Consumer analytics including establishing and measuring KPI’s.
  • Self-starter with a hands-on approach, good instincts for prioritization and the ability to work in a fast-paced environment.
  • Globally curious in nature.
  • Strong written and verbal communication skills, including presentations and storytelling.
  • Skilled in creative solutions and new ideas
  • Ability to build networks and connections internally and externally.
  • Adaptability
  • Knows when to make a decision and when to get others involved.

Education And / Or Experience

  • 5 years or experience
  • Bachelors preferred, open to experience based education

Other Requirements

  • Location: This individual must reside within commuting distance from our global headquarters in Baltimore, MD.
  • Return To Work Designation: 2 days a week in-office, the remainder of work week remote.
  • Travel: 20% travel based on need


  • 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