Skip to main content

Explore Your Possibilities

What it takes to join the Under Armour team.


Sr. Lead, CRM Strategy & Insights

Apply Now

Sr. Lead, CRM Strategy & Insights




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

This opportunity is to head the Under Armour's Global CRM team, collaborating with Analytics and Regional Marketing to develop and implement the CRM strategy and ensure the business is fully leveraging platform capabilities and tools.

This new role will be tasked with helping Under Armour transform CRM and personalization capabilities by ensuring that the CRM team is able to tap into the wealth of Customer data and help establish multichannel CRM as a key driver of top-of-funnel brand advocacy as well as direct conversion growth.

The Senior Lead CRM will help conceive and curate marketing strategies that capitalize on growth opportunities with prioritized customer segments by leveraging consumer insights, understanding the competitive landscape and working closely with cross-functional teams such as enterprise data and analytics team to guide the development of segmentation and regional marketing to develop and implement the segmentation strategies. 

This position will work with senior business leaders to articulate capability gaps in leveraging customer interactions and data and technology, then identify solutions to fill those gaps, enabling long term relationships that drive acquisition, retention, and growth. Capability gaps could be and are not limited to technology and data infrastructure, operating processes and marketing execution.

Essential Duties & Responsibilities

  •  Build and execute cross-channel strategies that promote acquisition, engagement and retention.
  • Leverage data and insights to develop acquisition, retention, win back and lifecycle strategies designed to increase customer lifetime value.
  • Collaborate with Analytics and Enterprise data teams to guide the development of segmentation and other models such as purchase propensity
  • Collaborate with regional Marketing & Technology teams to execute CRM strategies
  • Partnering with regional Marketing and Ecommerce teams to establish KPIs/metrics to measure and drive the impact of strategies
  • Organize rapid test & learn initiatives that establish global CRM best-practices and expand our “playbook’
  • Align CRM strategy and roadmap to business objectives and identify data and technology gaps to implementing CRM and help fully leverage the capabilities of available technologies and tools (eg. Salesforce)
  • Build measurement framework with reporting to quantify impact, identify trends, and track key initiatives, partnering with analytics team on ad-hoc analysis and deep dives
  • Drive incremental revenue and transactions while improving relevancy through experimentation and personalization
  • Harness technology for programmatic personalization at scale, utilizing APIs, machine-learning models and behavioral data to improve customer relevancy and revenue impact
  • Understand and establish connections between global and regional teams

Qualifications (Knowledge, Skills & Abilities)

  • Organizational skills
  • Multi-tasker
  • Proactive and self-starter
  • Experience working with Salesforce tools such as Journey Builder journey creation and understanding of Salesforce Cloud technology a strong plus
  • Knowledge of basic SQL
  • Experience developing engagement strategies based on the segmentation and propensity models
  • Experience with Predictive Intelligence tools
  • Must have excellent oral and written communication, presenting, meeting facilitation, negotiation, decision making, and problem-solving skills
  • Must be a team player as demonstrated through a large scale/enterprise implementation with multiple work streams.
  • Strong written and oral presentation skills and success interacting with senior-level executives in a corporate environment
  • Experience in email or performance marketing with an emphasis on personalization and experimentation, with the ability to learn new technologies, products, or systems quickly.
  • Loyalty experience, a plus.
  • Robust analytical skills - quickly digesting large amounts of data, identifying trends and pursuing the right questions to take action

Education And / Or Experience

•    Bachelor’s degree in relevant field 
•    5-7 year experience minimum
•    2+ years experience in developing or guiding the development of segmentation models with analytics teams
•    5+ years experience in developing customer retention strategies for retail or related industries

Other Requirements


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. 



Apply Now

Sign up for Job Alerts.

Sign up to receive the latest career opportunities directly to your inbox. Enter your information and email address to stay up-to-date on offerings.

Interested InSearch for a category, location, or category/location pair, select a term from the suggestions, click “Add” and then click "Submit".

  • Marketing, Baltimore, Maryland, United StatesRemove
  • Marketing, Swan Creek, Maryland, United StatesRemove

Employee Quotes

gregory rucker
“In my opinion, the culture at Under Armour is a great reason to work here. We're more than just coworkers, we're teammates.” Gregory Rucker — Product Designer, Ecommerce
kaleen iwema
“My favorite part about working at Under Armour are my teammates. Each person I’ve met and worked with has been so kind and willing to teach.” Kaleen Iwema — Sr Software Engineer, Connected Fitness
raymon confiado
“Our diversity in personalities is what makes us unique. We all come from different cultures, backgrounds and worlds.” Raymon Confiado — Customer Care Specialist, Connected Fitness
Andrea Morato
“I enjoy being part of a brand that is focused on making you better and working on products that my friends and family use on a regular basis.” Andrea Morato — Engineering Manager
Jarred Gammon
“Stand for Equality resonates with me because UA champions respect, diversity, and inclusion in the workplace, something that wasn’t always popular in sport.” Jarred Gammon — Account Manager, Connected Fitness
richard chow
“Something unique at UA that I haven’t had in previous companies is employees forming groups to raise awareness of important ideas in the form of Culture Clubs.” Richard Chow — Sr Product Manager, Ad Systems
Haley Gallup
“It’s clear that everyone wants to help lift you up and achieve your career goals, so if you have big goals UA will help you get there.” Haley Gallup — House Manager
Michael Diliberto
“Hearing how our athletes get excited about our product or future product makes me excited to be a part of such a great brand.” Michael Diliberto — Field experience specialist
Lindy Wong
“I have always been passionate about technology, health, fitness and sports. By being on the UA Digital team, I get to bring all of my interests together.” Lindy Wong — Field experience specialist