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Lead, CRM

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Lead, CRM




Baltimore, Maryland



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 Lead, CRM will support the Americas Retention Marketing team in driving CRM for the markets. This individual will be responsible for the strategy, operations and performance of key CRM channels including Email and MMF. This teammate should have a dynamic, analytical and creative skillset and will be goaled on retaining consumers and driving  long term, personal relationships while driving premium traffic & revenue.

Essential Duties & Responsibilities

  • Under Armour seeks an experienced CRM Lead to drive strategy and execution. As CRM Lead you will play a critical role as a strategic leader in managing Under Armour’s relationship with its athletes, driving both revenue and engagement. The CRM Lead will help the team optimize performance and develop new campaigns – driving athletes through the purchase funnel and engaging them throughout the athlete lifecycle. You will serve as a subject matter expert on B2C user experiences, communications, and engagement, ensuring all campaigns are executed with a high degree of accuracy and effectiveness. The ideal candidate will have a combination of email marketing experience, analytics expertise, and project management skills.
  • Partner with DTC teams to develop and manage automated lifecycle and one-time communications to continuously improve engagement, retention and revenue 
  • Serve as CRM expert in fashion retail user journey, athlete experiences and communication optimizations that will help provide a better experience for consumers
  • Must have strong analytical skills, including the ability to marry site and CRM data to understand trends and discover opportunities
  • In addition to driving strategy, will own project management and cross-functional campaign development workflow as well as manage agency relationships.
  • Must be an incredible collaborator as this teammate will work cross functionally with DTC, Category &Brand Marketing, Retail, Ecommerce, IT, Analytics, Creative, Merchandising etc. 
  • Translate business goals into accurate delivery requirements, including but not limited to: specifying required data, segmentation & targeting logic, and dynamic content requirements
  • Initiate and conduct in-depth CRM performance and user data analyses that will directly impact strategy and the program roadmap
  • Articulate and present data analyses and learnings effectively to the team and to key stakeholders
  • Own comprehensive daily, weekly, monthly reporting of CRM performance and build the right dashboards to track and socialize performance.

Qualifications (Knowledge, Skills & Abilities)

•    Knowledge of Performance marketing of minimum of 4 years to drive all investment to deliver our business plan (SEO knowledge is a strong plus)
•    Background in product/project management, with experience directly managing development / engineering

Education And / Or Experience

  • Minimum 4 years’ experience in relevant ecommerce and content email marketing experience, with strong experience in lifecycle and ecommerce conversion via CRM.
  • Experience with  Salesforce Marketing Cloud is required.
  • Exceptional project management and organization skills, with a keen eye for detail, requiring minimal supervision
  • Results-driven marketer with proven quantitative and analytical skills; should be extremely comfortable with Excel (functions, pivots, etc.). Tableau experience a strong bonus.
  • Creative problem-solving skills with focus on efficient execution while balancing big-picture thinking
  • Proactive & independent, always looking for ways to take initiative and improve existing programs/processes.
  • Must be a collaborative, cross-functional team player and comfortable partnering with a variety of teams
  • Passion for CRM, Digital and Consumer engagement
  • Strong sense of ownership and entrepreneurial spirit

Other Requirements

  • Passion for digital marketing
  • Passion for sports and fitness
  • Detail-oriented, strategic thinker that focuses on the bigger picture
  • Excellent communications skills.
  • Excellent presentation skills.
  • Excellent leadership and collaboration skills.
  • Initiative - Takes independent actions and calculated risks.
  • Innovation - Displays original thinking and creativity.
  • Strong knowledge of the fast changing digital and social world
  • Creative leadership skills.



  • Paid “UA Give Back” Volunteer Days: work alongside your team to support initiatives in your local community.
  • Under Armour merchandise & Connected Fitness app discounts – including MyFitnessPal & MapMyFitness!
  • Maternity and Parental Leave for eligible and FMLA-eligible teammates.
  • Health & fitness benefits, discounts and resources- We offer teammates across the country programs to promotephysical activity and overall well-being.

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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