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Brand Media Lead

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Brand Media Lead




Baltimore, Maryland



Position Summary

The Brand Media Lead will play a critical role in the media planning process to deliver integrated marketing plans for the region. The role will primarily focus on Under Armour Americas above the line media & digital marketing strategy, planning, budgeting and execution. This position provides the opportunity to work with category marketing partners to develop fully integrated marketing plans across our most high profile athletes, brand and category stories.

Essential Duties & Responsibilities

  • Lead the development and execution of marketing strategies across all Brand Media channels inclusive of TV, Online Video, Social Media, Out of Home, Content Partnerships, Audio and an array of channels.
  • Develop and maintain budget forecasts across multiple regions, media allocation, trend analysis, and optimizations.
  • Manage programs within goals surrounding advertising spend, contribution and customer growth.
  • Overall exposure and the ability to work across all signature brands and categories to drive brand growth and deliver on omni-channel revenue growth.
  • Create actionable reporting around key program trends and KPIs, with primary goal of driving brand favorability and consideration.
  • Responsible for management and communication of campaign details, rationale, and implementation across agency partners, key internal stakeholders.
  • Manage and maintain the Americas full funnel marketing calendar focusing on key dates relating to content/stories, product drops, promotions, sporting events, and holidays.
  • Have a deep understanding of the brand media space as it relates to brand building and the ability to drive traffic offline and online.
  • Develop processes that help streamline workflow and time management.
  • Conduct research and competitive benchmarking. Use this data to suggest new media/marketing opportunities that could augment the existing marketing portfolio.
  • Deploy tests and provide backend analysis and recommendations to optimize our plans.
  • Develop strong relationships with global partners to connect global strategy to regional activation.

Qualifications (Knowledge, Skills & Abilities)

  • A working understanding of all traditional and digital marketing channels 
  • Ability to manage multi-million dollar campaign and channel budgets
  • Strong analytics skills and understanding of KPIs for media
  • Ability to distill multiple data sources into actionable insights and recommended optimizations
  • Understanding of CRM and segmentation strategy application and customer journey mapping
  • Ability to manage and maintain multiple agency and publisher partner relationships
  • Experience in leveraging advertising campaign management platforms such as; Google AdWords, Facebook business Manager, Snapchat, Pinterest, Bing, Yahoo, etc.
  • Expert User of MS Office Suite: Excel, PowerPoint, Keynote
  • Experience with Analytics Tools like Adobe Omniture is preferred.                  

Education And / Or Experience

  • BA/BS Marketing or related field
  • 5+ years brand media planning experience within the retail sector (Agency or Brand)
  • Proven campaign track record in full funnel media planning, particularly above the line and content partnerships

Other Requirements

  • Be a critical thinker and problem solver. Leverage insights and core business knowledge to identify the problems at hand and provide tangible steps to a resolution.
  • Be a “self-starter” with the ability to work autonomously and efficiently with strong attention to detail.
  • Demonstrated ability to communicate verbally and in writing to all levels of the organization.
  • Ability to negotiate and partner creatively with our vendors – demonstrating an entrepreneurial attitude combined with a “win-win” approach.
  • Proven ability to work as part of a team, including a passion for working cross-functionally with Merchandising, Development, Creative, and User Experience.
  • Analytical skills, including the ability to analyze data, prepare and interpret reports, and communicate actionable results, findings, and recommendations.
  • Knowledge of online and financial analytical skills, including budgeting and forecasting.
  • Excited about working in a fast-paced environment, including the ability to rapidly adapt to change and self-motivate in a results driven culture.
  • Possesses a “humble and hungry”, team player attitude that can contribute to the measureable skill set of a world-class interactive team.
  • Maintain a positive, enthusiastic and energetic demeanor which helps foster an upbeat working environment.




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