Sr. Lead, Global Brand Communications

Date: Jun 13, 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 Senior Lead on the Global Brand Communications team is responsible for the planning and execution process of public relations activities including product, purpose and brand campaign initiatives. This role oversees and develops various communication plans across key brand audiences and cross-functional activations/initiatives. Senior Leads support the larger Global Communications team by leading and mentoring junior staff to execute Under Armour’s external communications strategy.

Further, the Senior Lead will serve as the keeper of the UA brand’s external reputation, providing counsel and guidance to ensure all program outputs and activities are brand-right.

Essential Duties & Responsibilities

•    Strategic Planning
o    Assist in the development of strategic comms plans and recommendations for assigned brand campaigns and consumer product initiatives by proactively gathering and seeking out information from necessary internal and external partners
o    Provide guidance and strategic POVs on comms team support as needed, ensuring recommendations are actionable, within budget, can be supported by current staff and will yield tangible results
•    Project Management & Execution 
o    Demonstrate operational leadership by driving and delivering a consistent day-to-day process for campaign execution that ensures key stakeholders are routinely updated, clear R&Rs are assigned among teammates and sets a gold standard for communications support across brand campaigns
o    Drive rigor and results among agency partners to execute aligned upon public relations activities that support audience initiatives 
o    Work cross-functionally with Brand, SPOMA, Community Impact, Creative, Social Media, Ecomm, Innovation, HPS, Product and Sales teams to ensure the creation of consistent, purpose-led narratives and initiatives that drive results and ladder up to key business goals
o    Provide oversight to metrics tracking and measurement, ensuring program KPIs are created, met and/or exceeded


Qualifications (Knowledge, Skills & Abilities)

•    Passion for sport and fitness
•    Media relations experience 
•    Comes with a purpose mindset
•    Ability to flex across varying workstreams
•    Speed, agility and efficient responsiveness required for fast-paced environment
•    Proactive to offer POV and solutions-oriented approach
•    Strategic and thoughtful approach to work
•    Excellent written communications skills
•    Strong management skills
•    Creative
•    Drive for results
•    Collaborative, engaging and self-starter
•    Open to continually learning and improving
•    Confidence and composure
•    Ability to deal with ambiguity and change 


•    Earned Media & Owned Storytelling
o    Drive meaningful discussions and brainstorms around the latest cultural trends and news topics to help identify areas for ongoing UA brand and product storytelling
o    Help promote a strict vision of the brand through the development of an editorial framework that enhances the company’s image and reputation amongst internal teammates, external audiences and throughout the industry
o    Build authentic and insightful brand and product narratives that bring to life the brand purpose and connect x-functional and category storylines
o    Maintain a robust rolodex of key industry media contacts and look to deepen 1:1 media relationships through ongoing comms
o    Bring an earned-centric mindset to brainstorms and storymining sessions, showcasing a deep understanding of the reporter and media landscape
o    Generate new story angles to deliver successful narratives in order to garner media coverage in top broadcast, print, online outlets and digital platforms 
o    Support and encourage continued growth and global adoption of the UA Newsroom by partnering with the editor and master storyteller to provide recommendations on editorial and unique storytelling content, develop story frameworks and assist in the writing of Newsroom content
o    Write and distribute talking points and narratives for all levels of brand management, including executives as needed
o    Serve as a strategic partner to regional PR teams and agencies
•    Talent Development
o    Assist in professional development guidance and proactively identify empowerment opportunities for core Brand Comms team’s Professional-level associates
o    Work closely with managers to understand and support professional-level associate goals and areas for growth
o    Provide real-time feedback on wins and areas of improvement to managers as applicable 
•    Operations
o    Lead internal team discussions to review quarterly activation plans, ensure agencies are briefed as needed and larger Global Communication partners are aware of upcoming efforts
o    Proactively assess admin and day-to-day team R&RS to ensure efficiency and identify areas for improvement and efficiency 
o    Provide feedback into staffing plans and flag inbound requests for Brand Comms team support to assess bandwidth and capabilities 

Education And / Or Experience

•    Bachelor's degree with a minimum of 6-7 years of related experience
•    Master's degree with 7 years of related experience

Other Requirements

•    Location: This individual must reside within commuting distance from our global headquarters in Baltimore, MD. 
•    Return To Work Designation: (1-2) days a week in-office, the remainder of work week remote. 


•    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