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 Senior Lead, Category Marketing–Train will be a strategic driver of consumer connectivity and storytelling across Under Armour’s Training category for men’s and women’s. This role bridges consumer insights, cultural trends, and commercial drivers to create impactful marketing strategies that grow category performance and brand relevance. The Sr. Lead partners closely with Product, Design, Innovation, Sports Marketing, Global Brand & Creative, Communications, Social, and Regional Marketing teams to ensure storytelling is integrated, globally scalable, and locally relevant.

Your Impact

Consumer & Market Leadership
• Serve as the voice of the athlete and consumer by translating insights, trends, and cultural dynamics into category marketing strategies.
• Champion the Women’s POV in Training, ensuring the Women’s athlete and consumer perspective is consistently embedded in storytelling.
• Translate athlete partnerships and seeding feedback into authentic storytelling moments that build credibility.
• Measured by: Quality of insights influencing GTM plans, integration of Women’s POV in campaigns, and resonance of athlete-led storytelling.

Storytelling & Commercial Impact
• Connect franchise and commercial drivers to brand campaigns, athlete activations, and seasonal storytelling.
• Translate consumer and market insights into narratives that strengthen product positioning and deliver measurable sales performance.
• Measured by: Contribution of supported products to sell-in/sell-through, alignment of campaigns to
category strategies, and earned media value tied to product-led stories.

Seasonal GTM & Calendar Excellence
• Own category marketing deliverables across GTM milestones (briefing, checkpoints, launch readiness).
• Ensure storytelling aligns to calendar discipline and launches land on time, on strategy, and in-market with impact.
• Measured by: On-time delivery against GTM milestones, launch readiness across regions, and partner
alignment.

Collaboration & Connectivity
• Build strong partnerships with Product, Innovation, Design, Sports Marketing, Brand, Creative, Communications, Social, and regional partners (EMEA, APAC, LATAM, NA).
• Ensure balance of global consistency and regional relevance in storytelling execution.
• Measured by: Regional adoption of strategies, consistent global voice, and positive partner feedback.

Data-Driven Decision-Making & Innovation
• Leverage analytics, dashboards, and AI-enabled tools to evaluate performance, optimize campaigns, and inform future strategies.
• Pilot new storytelling formats, channels, and consumer navigation paths (social commerce, short-form content, creator-led activations) to cut through noise globally.
• Measured by: Campaign KPI achievement, successful test-and-learn activations, and integration of insights into future briefs.

Mentorship & Leadership Behaviors
• Mentor Specialists to develop category marketing skills, enhance execution, and build future-ready talent.
• Role model UA’s leadership expectations — collaboration, accountability, agility, and consumer obsession.
• Measured by: Growth and readiness of Specialists, engagement scores, and quality of executional deliverables.

Qualifications

QUALIFICATIONS
• Bachelor’s degree in Marketing, Communications, Business, or related field. Master’s preferred.
• 6–8 years of experience in brand, category, or sports marketing (apparel, footwear, or consumer goods industry preferred).
• Proven ability to connect consumer insights to commercial outcomes.
• Strong cross-functional experience collaborating with Product, Design, Creative, and Sales.
• Strong communication skills — able to package insights into clear strategies and influence across levels.
• Digital-first mindset with comfort using analytics platforms and AI tools.
• Understanding of global market dynamics, with the ability to balance global consistency and local adaptation.
• Experience driving seasonal GTM deliverables in calendar-led organizations.
• Ability to thrive in a fast-paced, matrixed environment and manage multiple priorities.

Workplace Location

• Location: This individual must reside within commuting distance from our Baltimore office.
• Work Schedule: This role follows a hybrid work schedule, requiring 4 days in-office per week. 

Relocation

• Relocation may be provided up to a specified amount

Base Compensation

 $137,357.33 - $188,866.34 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 Equal Opportunity

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 seeks to recruit, develop and retain the most talented people representing a wide variety of backgrounds and perspectives. If a reasonable accommodation is needed to participate in the job application or interview process, please contact our Human Resources team via candidateaccommodations@underarmour.com.