Lead, Brand Marketing

Date: Nov 14, 2023

Location: Huixquilucan, State of Mexico, MX, 52763

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.

Purpose of Role

Responsible for Leading the Marketing Strategy in the Market, giving guidance to the marketing team, and aligning with key areas such as Commercial, HR, and planning – when needed. Plan with enough time and execute marketing plans considering all marketing extensions, market needs, and business nuances. 

Your Impact

Build Marketing Strategy for Mexico
•    Build a cohesive and consistent Marketing Strategy taking into consideration Regional Guidance and Mexico Focus categories on alignment with the commercial team and cross-functional areas. 
•    Translate the strategy into a full-year calendar that will work as the path to follow for the different channels.
•    Generate complete visibility to the cross-functional teams on marketing plans, strategy, and timelines. 
•    Create clear objectives and KPIs that will take the brand to achieve its 3YP plans.
•    Analyze each season to understand what works and what not, to make the proper adjustments to keep our path of growth.

Drive Go-To-Market Strategies
•    Work in collaboration (provide brief/insights) to Regional Marketing Team regarding 18-month Market Marketing plan tied to the overall business plan (AOP / 5YP). 
•    Align (orchestrate) internal parties across channel marketing, sports marketing, wholesale team, planning team, and commercial team, regarding marketing plans for the season from a brand perspective, making sure the regional team that services Mexico is also included.
•    Responsible for all Market Brand marketing initiatives (including PR, Influencers and Events strategy) in line with established strategic brand goals including demographic strategy and cross-functional communication to all internal and external business partners. 
•    Create partnerships with media that will help grow the brand.
•    Determine the best strategy to build brand heat in Mexico and talk to our young athletes 16 – 24 years old – this can include events, partnerships, activations, etc.
•    Drive seeding strategy and product requests with the extended Marketing team, to make sure alignment and consistency.
•    Be a key partner for Sell in Meetings, presenting the country strategy and supporting certain wholesale accounts. 

Marketing Planning and Budgeting
•    Partner with the Regional Marketing Organization to translate overarching Under Armour strategies into the local market, considering Market overall Strategy (including business goals)- that will translate into the correct brand budget allocation.
•    Achieve annual brand budget goals and KPIs to drive the business. 
•    Align and validate the budget for the different stories to maximize ROI/business with the cross-functional teams to give full visibility to the different teams.
•    Have a monthly budget control and monthly calls with US finance team.
•    Creation and control of purchase orders, invoices, and payments to suppliers/vendors.

Consumer and Retail Activation
•    Collaborate with channel marketing and DTC to develop metrics to evaluate our effectiveness in reaching our target consumers. 
•    Connect with wholesale and retail teams, to make decisions that will serve the channels best, also allowing the growth of brand awareness. 


•    Minimum of 5 years of relevant Marketing experience in a fast-paced, product-oriented, consumer-driven company and previous brand or retail marketing leadership experience.
•    Strong understanding of direct Marketing fundamentals and response-driven creative development.
•    Experience in Brand Marketing, Project Management, and product marketing required Demonstrated experience leveraging key geographic influencers and comprehensive knowledge of local demographics, media, lifestyle, and customer driver and retention practices. 
•    Experience driving retail foot traffic with brand and product-driven campaigns. 
•    Experience managing retail co-op marketing funds to drive efficient 3rd party brand sales. 
•    Solid understanding of ROI analysis, metrics, and program/budget forecasting 
•    Experience working for either a start-up or high-growth organization is a plus. 
•    Proven leadership skills in managing a strong, experienced, and diverse team. 
•    Experience conducting business and partnering with executives and staff in multiple regions globally, a plus. 

Workplace Location

  • Location: This individual must reside within commuting distance from our Mexico City office.
  • Return to Work Designation: 3 days week in-office, the remainder of work week remote. 


  • No relocation provided


Base Compensation


 $666,378.00 - $916,270.30 MXN

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. 


Want more details about benefits? Visit our page here

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.