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Under Armour Careers


Consumer Engagement Manager - Digital Culture

89670 Baltimore, Maryland
09/01/2017 Corporate
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Under Armour is all about performance. Because what we make empowers athletes in every form to push themselves, to turn good into great, and to stay hungry for whatever comes next. And this is exactly what we expect from each other.

Working with us means one key thing: no matter what you do, you see every day and every project as a chance to push your field forward. In every store and every office, we build teams where everyone is an MVP. And together we tackle every challenge head on. Because we work to push the gear, the game, and ourselves farther.

We’re looking for people who do more than good work.
We’re looking for the Best in Every Game.

Under Armour is the chosen brand of this generation of athletes... and the athletes of tomorrow. We're about performance - in training and on game day, in blistering heat and bitter cold. Whatever the conditions, whatever the sport, Under Armour delivers the advantage athletes have come to demand.
That demand has created an environment of growth. An environment where building a great team is vital. An environment where doing whatever it takes is the baseline and going above and beyond to protect the Brand is commonplace.
The world's hungriest athletes live by a code, a pledge to themselves and everyone else: Protect This House... I Will.  Our goal is to Build A Great Team!  Will YOU…Protect This House?!


This position is responsible for all digital marketing activity within The Under Armour Basketball and Under Armour Sportstyle categories, worldwide.  The ideal teammate is passionate about sports and the culture that surrounds it off the court/field.  They are a student of the Generation Z consumer and will serve as a critical voice and champion for youth culture within the category and across the organization.  The person in this role will be responsible for helping to develop and deliver against the content, media, and influencer strategies for both the Basketball and Sportstyle businesses.  They will also oversee go-to-market activations ensuring that all communications ladder back to the overarching brand strategy and category position in the market place. The Lead will also be responsible for working across multiple categories, to help drive the product collaboration process, strategy, and communications. The role requires a leader who is highly skilled working in complex, multi-dimensional, and collaborative environments. Ultimately, this leader will build global integrated marketing plans that authentically build UA’s presence within the cross-section of sport and culture.


  • Be the voice of the Generation Z consumer; be a thought leader in communications across all channels which a specific emphasis on social media and mobile.
  • Be a student and contributor to culture: sneaker, music, fashion, etc.  This person is an expert of the culture surrounding our consumer and the emotional connections that are built to interest points on the court and off.
  • Lead category launches that build authenticity & credibility in culture and basketball, drive consumer engagement & achieve / exceed sales goals, globally.
  • Author all briefs (product, sports marketing, creative) to initiate  and  develop  category-level  support  elements 
  • Partner with cross-functional marketing expertise groups and 3rd party agencies related to the category, rallying, connecting and coordinating launches  across  key  marketing  partners.
  • Develops content strategies and development slates that help to story tell and build affinity for our product as well as build our credibility within culture.
  • Identify and establish partnerships with influential publishers, personalities, and brands to collaborate with.
  • Works within the category budget and reports effectiveness of marketing initiatives based on established key performance indicators (KPIs)
  • Builds close team relationships with category teammates across product, merchandising, sales, etc, and ensures relevant insights are shared and leveraged among key stakeholders
  • Obsess the digital consumer journey across all digital touchpoints securing alignment across all teams
  • Other duties may be assigned


  • GET IT DONE – ACCOUNTABILITY Holds others accountable for getting things done, lending support when needed. Generates motivation and drive to hit departmental goals by emphasizing responsibility and communicating expectations. Takes ownership of departmental results by tracking team contributions.
  • FIND A BETTER WAY – CREATIVITY & INNOVATION Examines potential ideas and evaluates them against UA goals. Realizes and accepts that failure is a necessary part of innovation. Talks with others to gain new insight and see opportunities from a different perspective. Advocates for and pursues new ideas.
  • WIN TOGETHER – COLLABORATION Builds consensus with Teammates across the business unit and gives clear direction during cross-functional collaboration. Motivates Teammates to build trusting, cross-functional relationships.
  • THINK GLOBALLY – GLOBAL PERSPECTIVE Seeks and applies understanding of cultural differences and demonstrates comprehensive knowledge of global trends (social, political, and economic), adapting products and services to impact the business unit’s goals globally.
  • MAPTHE FUTURE – STRATEGIC VISIONING Translates business unit vision and goals into clear, specific and achievable objectives, making the vision tangible for individual teams. Considers future scenarios, opportunities and risks to create action plans that align with business unit goals and UA's overall strategic vision.
  • BUILD A GREAT TEAM – BUILDING TALENT Proactively develops self and others by setting stretch goals and providing challenging assignments. Serves as a trusted coach or mentor that guides Teammates through development opportunities, and gives feedback to ensure they are equipped to do the work independently. Creates a team identity and shared purpose to drive toward team goals. Develops and supports talent planning strategies to align with cross-functional needs.
  • MAKE THE RIGHT CALL – INTEGRITY AND ETHICS Acts in alignment with UA values and principles, encouraging other Teammates to do the same.


  • BA required, MBA is preferred but not mandatory
  • Minimum of 5 years of relevant marketing experience in a fast-paced, product-oriented, consumer-driven company and previous leadership experience
  • Prior experience working for a global company with a strong, premium brand and a distinct culture
  • Experience working for either a start-up or high-growth organization is a plus
  • Experience driving both strategy development and activation planning from concept to the consumer
  • Experience media planning and developing content.
  • Product development or design experience a plus.


  • Travel required, domestic and international, including some holidays

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. 

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