Sr. Director, Global Social Media Strategy - Brand

Date: May 6, 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

Social media is a critical part of how UA builds authentic, relevant and deep relationships with Focused Performers to enable them to smash through their goals and become the very best version of themselves. The Senior Director of Global Social Media Strategy – Brand, will lead an amazing team of internal experts to drive effective global engagement across all our global social touchpoints. This is an incredible opportunity to help shape what UA says, how we say it and to take on the challenge to turn social strategy into world class content that connects holistically throughout the consumer journey with the rest of the brand touchpoints to ensure a seamless experience for everyone in the UA eco system.

Essential Duties & Responsibilities

  • Start with consumer insights and learnings to define the role brand social plays in the focused performers life.
  • Drive global brand & category content strategy and social handles as part of the Integrated Marketing Plan.
  • Build social strategy for brand and category stories across touchpoints as per IMP, integrate into briefs run by brand & category marketing.
  • Drive global influencer strategy and provide a data-driven model to regional teams to drive influencer selection and performance evaluation.
  • Lead an internal team of social experts who work on the strategy and editorial content plan across brand, co-gender training, team sports golf and run.
  • Manage the external global social agency and ensure alignment with central brand strategy.
  • Provide guidance to brand & category teams on minimum recommended activation spend as input to campaign budget and strategy.
  • Ensure regional social strategies are aligned with global strategy and executed according to global direction
  • Be curious, always, and synthesize learnings into best practices to maximize exposure across owned and social/shared platforms.
  • Create and deliver the ‘brand social playbook’ that clearly states the role of brand social for UA and the operating principles.
  • Provide media, influencer, and social content guardrails/guidance to regional marketing team.
  • Collaborate with the Digital Marketing Accelerator to develop actionable media, content, and audience insights.
  • Create a positive team culture that empowers the internal team to grow and maximize their potential within a diverse and inclusive environment.

Qualifications (Knowledge, Skills & Abilities)

  • Passion for emerging social, consumer and media trends
  • Extraordinary project management capabilities
  • A collaborator who strives for team wins
  • Strong written and verbal communication skills, to include: creative briefs, presentations (Power Point/Keynote and verbal), great storytelling                                                                                
  • Microsoft Office (Outlook, PowerPoint & Excel) & Keynote proficient
  • Influential thinker and impeccable communicator of ideas

Education And / Or Experience

  • 4-year degree from an accredited university in related major
  • Minimum 10 years of experience in leading strategy for brand social strategy or content marketing
  • Experience in leading internal teams of various sizes and of managing external agencies
  • Prior track record of delivering successful content on social and digital platforms
  • Deep understanding of digital and social media metrics
  • Experience in driving improved processes

Other Requirements

  • Location: This individual must reside within commuting distance from our global headquarters in Baltimore, MD.
  • Return To Work Designation: 2-3 days a week in-office, the remainder of work week remote.


Relocation provided.

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