Sr. Lead, Brand Marketing

Date: Jul 9, 2024

Location: Baltimore, MD, US, 21230

Company: Under Armour

Values & Innovation

At Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate.


Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour. Our values are rallying cries, reminding us why we're here, and fueling everything we do.


Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state-of-the-art products and digital tools that make top performers even better.


If you are a current Under Armour teammate, apply to this position on the Internal Career Site Here. 

Purpose of Role

The Sr. Lead, Brand Marketing, Women’s Train is responsible for all marketing related activity related to the Under Armour Women’s Train consumer. The ideal teammate is willing to obsess about all things Women’s Train  in order to craft consumer-focused, audience-driven go-to-market strategies for Women’s Train at Under Armour.  It is essential that the Sr. Lead focus on growing the brand and driving sales by delivering a full funnel consumer journey that drives consideration and affinity with the Women’s Train consumer. The Sr. Lead will inspire diversity of thought, curiosity, and explore big ideas while collaborating with their cross-functional partners and channel marketing partners across the globe, with a sharp focus on North America. Ultimately, this leader will build integrated marketing plans that authentically connect with the Women’s Train  consumers and achieve or exceed revenue goals.

Your Impact

  • Build a winning marketing strategy and develop full funnel plans, partnering with key marketing cross-functional expertise partners, CPO, social, PR, SPOMA, events) and channel experts, to create plans that build authenticity & credibility in the Women’s Train category, drive consumer engagement & achieve / exceed sales goals with an emphasis on North America.
  • Be the voice of the consumer, thought-leader and serve as a specialist around the Women’s Train within the long-term planning process and throughout the seasonal GTM.
  • Lead, influence on behalf of category and brand
  • Bring a data-driven and insight rich POV to the strategy & planning process. Utilize past learnings, consumer, competitor and marketplace research (including NAM DTC & Wholesale) to inform plans and breakthrough approaches to the work.
  • Partner with CPO partners early in the GTM to provide a strategic POV around innovation, product solutions and style/trend.
  • Partner with Brand Creative teams to define creative positioning and build product marketing that drives Brand while also driving conversion. 
  • Define and lead the overall planning, effectively aligning brand-related initiatives such as brand positioning, brand values, brand messaging and brand communications, across all channels through the lens of the category consumer. 
  • Build the integrated marketing plan on the NAM market as a COE - from strategy to execution/activation (in NAM). 
  • Represent and communicate category POV and strategies to wide spectrum of internal and external stakeholders, inclusive of senior leadership.
  • Budget management
  • Implement standard marketing best practices; identify areas to streamline processes; lead and | or participate in cross functional “ways of working” sessions to increase cross functional engagement and strengthen operating model to be nimble, more effective/efficient. 
  • On time delivery of assets and activations
  • Manage Specialist and interns when applicable
  • Establish and drive a culture of mentorship across the extended team.


  • Deep understanding and experience building GTM plans (Consumer, Positioning, Insights, Strategy, Brief Writing) 
  • Deep understanding of the consumer/audience journey
  • Possess and convey a senior level presence, confidence and understanding of the business.
  • Understanding of global/regional commercial marketplace and business dynamics
  • Strategic, curious, enterprise and ambitious mindset
  • Purpose-led + consumer obsessed + Brand enhancing
  • Ability to understand + synthesize data, insights, marketing metrics
  • Ability to lead, manage, and influence x-functional partners
  • Effectively present/communicate to teams/groups
  • Effectively build relationships
  • B.S/B/A in Marketing, Business, Communications or related field
  • 7+ years of relevant marketing experience in a fast-paced, consumer-driven, product-oriented company.

Workplace Location

  • Location: This individual must reside within commuting distance from our Baltimore office.
  • Return to Work Designation: 3 days week in-office, the remainder of work week remote. 
  • Travel: 5-10% of the year.





  • No relocation provided

Base Compensation


 $138,879.00 - $190,958.90 USD

Most new hires fall within this range and have the opportunity to earn more over time. Initial placement within the salary range, however, is based on an individual's relevant knowledge, skills and experience for the position. UA is committed to helping our teammates succeed and advance in their careers. Base salary is only one component of our competitive Total Rewards package.

Benefits & Perks


  • Paid "UA Give Back" Volunteer Days: Work alongside your team to support initiatives in your local community
  • Under Armour Merchandise Discounts
  • Competitive 401(k) plan matching
  • Maternity and Parental Leave for eligible and FMLA-eligible teammates
  • Health & fitness benefits, discounts and resources- We offer teammates across the country programs to promote physical activity and overall well-being


Our Commitment to Diversity

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 or belief, 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, family or paternal 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. Accommodation is available for applicants with disabilities upon request.

Nearest Major Market: Baltimore