Vice President of E-commerce, Americas

Date: Jun 17, 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

This is your chance to be the architect of Under Armour’s online success in the Americas.

As the Vice President of America’s E-commerce, you’ll report directly into the President of the America’s region. This leader will be accountable for the e-commerce strategy, sales, P&L, and relationship management. Your responsibilities include delivering revenue through brand and business strategies, online marketing, merchandising, user experience, digital product development, and site operations.

You will oversee a team to execute day-to-day online operations and monitor key performance metrics (e.g., conversion, traffic, AOV, UPT). Collaborating with various teams (i.e., digital product, loyalty, creative, merchandising, planning), you will ensure a branded online experience that reflects our brand position and exceeds consumer expectations. Proven experience and ability to work with merchandising, planning, SEO, site merchandising, digital product, and digital marketing is critical to deepen customer engagement and integrate the overall brand strategy.

As a member of the America's Leadership Team, you will drive the overall strategy and direction for the region. This teammate will play quarterback for all functions that touch the e-commerce business and platform. Your ability to influence, align, and execute strategies against KPIs will be pivotal to our shared success.

Your Impact

E-commerce Strategy & P&L Management:

  • Oversee the site's P&L, achieving financial goals, and managing the marketing budget
  • Develop and execute strategies to enhance our e-commerce presence in the Americas
  • Create seasonal strategies for key shopping events and sales tactics, ensuring alignment with brand growth goals
  • Implement seasonal online marketing calendars that integrate sales and marketing initiatives
  • Develop and manage customer acquisition and retention strategies
  • Create and evaluate test programs to measure effectiveness and drive continuous improvement
  • Research industry trends to identify opportunities and areas for leadership
  • Lead and direct the e-commerce team and cross-functional groups
  • Oversee budget allocation to maximize marketing opportunities and ROI
  • Analyze program performance and recommend improvements
  • Develop strategies to optimize full-price sales and manage outlet, promotional, and markdown opportunities

Site Strategy, Marketing & Merchandising:

  • Collaborate with Brand Marketing and Merchandising to align e-commerce initiatives and maximize brand traffic
  • Partner cross-functionally to influence product vision and strategy to ensure a balance between business needs and technological capabilities
  • Manage online assortment, promotions, pricing, and content presentation
  • Align multi-channel business strategies with promotional and storytelling moments
  • Enhance customer engagement and conversion, minimize service issues, and optimize inventory
  • Partner with planning and merchandising for accurate forecasting of key products
  • Provide feedback to improve creative content and experience
  • Work with digital product teams to prioritize and execute revenue-driving initiatives
  • Elevate brand presentation online and find synergies between in-store and online merchandising
  • Lead change using consumer insights and industry trends to drive channel performance and team engagement

Team Leadership:

  • Lead, coach, and develop a high-performing team focused on consumer centricity, e-commerce excellence, and accountability
  • Foster a culture of empowerment, rapid execution, and a fail-fast approach
  • Align direct reports and cross-functional teams with the vision and goals of the organization


  • 15+ years in marketing, DTC, wholesale, and branding for consumer-centric brands, with the last 10 years in leadership roles
  • Sports industry experience preferred
  • Bachelor’s degree in Business, Marketing or relevant field required; MBA or advanced degree preferred
  • Experience playing and/or a passion for sports
  • Significant experience in leading large-scale business transformation
  • Strong knowledge of retail, global markets, and international landscapes
  • Proven track record of driving growth through brand storytelling in matrixed organizations
  • Team player with strong lateral collaboration skills and influence capabilities
  • Experience leading large centralized and remote teams in a corporate environment

Workplace Location

  • Location: This individual must reside within commuting distance from our global headquarters in Baltimore, MD
  • Return to Work Designation: Three (3) days week in-office, the remainder of work week remote
  • Travel: Up to 10%


  • Relocation may be provided



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