Sr. Manager, Experiential Marketing

Date: Aug 5, 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 Experiential Marketing, Senior Manager will be a critical leadership role on our Americas’s DTC & Experiences Marketing team.  This role is responsible for leading the strategic planning through execution for all consumer athlete experience across the Americas region to deliver on our regional KPI’s and goals. This leader will own the strategic roadmap around customer experiences across marketing categories and channels and be actively involved with how experiences become a core pillar of our functgional Go To Market Plans. This role is fully responsible for partnering with cross functional partners to drive development, planning and execution of experiential moments that both drive our brand and business forward. Experiential activations range from team sports events, marathon/race activations, tradeshows, retail events, digital experiences and beyond.  

This is a key role on the DTC Channel and Experiential leadership team, accountable for the continued focus on building deeper connections and direct engagement with customers and athletes in the region. Additionally, as the owner of the experiential strategy this role is heavily influential & involved with our Field Marketing team that supports our retail and community marketing utilizing that team to support all major channel and brand initiatives.

Essential Duties & Responsibilities

  • Responsible for leading and developing the Americas overarching marketing activation framework to inform future category/channel strategies, ensure activities tie to objectives, deliver on KPI’s, provide full 360° integration into campaigns/moments and maximize investments in support of brand and business objectives.
  • Owns experiential input to Go-To-Market (GTM)  process by both supporting global activation plans and creating regional activation plans such as campaigns/product launches/category initiatives/sports moments and commercial moments.
  • Manages the annual marketing activation planning, each activation concept development, internal ideation, external briefing and evaluation from category to channel level.
  • Manages a complex activation budget across various channels, categories and functions.
  • Create/Improve operational processes around how we plan and activate events in region. 
  • Oversee the major category and commercial initaitives through a retail experience strategy aligned to our GTM plans by season/by year.
  • Responsible for overseeing the grassroots experiential marketing strategy utilizing our retail stores as main hubs to drive regional kpi, community engagement and retail business deliverables. 
  • Oversee all activation details to ensure that all experiences live up to brand standards and drive emotional connections with our consumers leaving them as promoters of the brand. 
  • Partner closely with the Global Events team to establish strong working relationships and outlined ways of working across teams. 
  • Responsible for developing and concepting the NA tier 1 activations (ie: Back to School and Holiday) from top to bottom of the funnel experiences: ie: Tier 1: Drive Impactful Brand Message, Tier 2 Drive engagement within the retail footprint and Tier 3: Create Hyper local activations managed by retail and field servicing teammates.
  • Partner closely with the Instore Marketing team on experiential moments in store to ensure that all details of the customer experience fall in line with the regional experiential strategy and moment.
  • Partner closely with Sales teams and Sports Marketing teams in region to support both ideation and execution of activations that align to the regional strategies and KPIs.
  • Author planning and summary documents inclusive of the annual Experience Calendar and Quarterly Activation/KPI recaps, Wins/Opportunies, Goal setting/reporting.
  • As needed, Utilize internal and external consumer insights to inform internal development and discussions around experiential concepting.
  • Oversee Internal Marketing experiences and events driving deeper connections with our internal and wholesale partners ie: Sales Meetings, Field Leadership Events, Partner Tailgates, Sell-Ins.  Creative recommendation to optimize the planning in these events while also staying on Brand.
  • Manage and develop a team of 2-3 direct reports focusing category, channel and community activations.
  • Manage the external agency selection and strategy by channel/category/event type.
  • Develop team growth planning and career planning for direct reports (2-3 teammates)
  • Redefine what experiential marketing means to our America’s region and how it will continue to evolve and adapt based on business, economic and environmental trends. 
  • Supervise 2-3 Direct Reports
  • External Agency Management

Qualifications (Knowledge, Skills & Abilities)

  • Consumer Orientation - Able to think consumer-first, distill insights and drive relevant strategies that drive preference and loyalty for UA
  • Problem Solving - Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem solving situations
  • Team building and leadership – Able to develop others, drive consistent planning and execution through others, coach. 
  • Collaboration: Influence others, effectively address challenges and lead and motivate a team of peers to solutions
  • Business Acumen – Agile decision-making, entrepreneurial nature, ability to formulate a strong POV and adjust plans strategically in a changing environment.
  • High Initiative- Able to create and drive plans independently.  High level of curiosity and inventive thinking to differentiate our Brand.

Education And / Or Experience

  • 7+ years direct work experience in event marketing field—knowledge of retail experiential activations  is a plus
  • Deep understanding of the commercial environment and how experiences influence consumer behavior
  • Experience in an event management and/or event execution capacity 
  • Demonstrated experience in personnel management 
  • Experience at working both independently and in a team-oriented, collaborative environment is essential.

Other Requirements

  • Return to Work Designation: 1 day per week in office, remaining days remote
  • Must be flexible to work long hours, including evenings and some weekends when necessary 
  • Road Warrior: Travel approximately 30-50% of the year


  • No 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