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Under Armour · 3 weeks ago

Sr. Lead, Marketing + Activations Americas (Team Sports)

Baltimore, MD

Full-time

Hybrid

Senior Level, Lead/Staff

$137K/yr - $172K/yr

8+ years exp

Under Armour is committed to empowering those who strive for more, and they are seeking a strategic, creative, and collaborative marketing leader as Sr. Lead of Marketing – Team Sports. This role involves transforming big ideas into integrated campaigns that resonate across multiple channels, focusing on football, basketball, and baseball.

ApparelDelivery ServiceFitnessInnovation ManagementInternetShoppingSporting Goods

No H1B

Responsibilities

Build and execute integrated marketing strategies grounded in a strong understanding of football, basketball, and baseball culture. Translate creative concepts into activation plans across social, experiential, and traditional channels that resonate authentically with athletes and fans

Partner with internal teams (creative, media, product, sports marketing, digital) and external agencies to bring category-specific campaigns to life. Ensure alignment on messaging, timing, and execution across Football, Basketball, and Baseball initiatives

Develop social-first strategies that tap into sport-specific trends, athlete moments, seasonal storylines, and platform best practices to drive high engagement within each sport community

Confidently present strategies, creative directions, insights, and performance readouts to senior leadership, Category partners, Sports Marketing, and Cross-Functional teams. Influence decisions by bringing forward cultural context and sport-specific consumer insights

Build activation strategies that leverage key athletes across football, basketball, and baseball. Partner closely with Sports Marketing to integrate athletes into campaigns, events, social storytelling, and product launches in a way that feels authentic and drives brand energy

Foster creativity across the team by staying connected to sport culture—on-field trends, grassroots moments, athlete lifestyle shifts, and fan behavior. Bring fresh thinking and a collaborative mindset to elevate the brand in each priority sport

Qualification

Brand marketingSports marketingIntegrated marketingMulti-channel campaignsSocial strategyCross-functional communicationPresentation skillsProject managementCollaborationDetail-oriented

Required

Bachelor's degree with typically 10 years of relevant experience OR Master's degree with typically 8 years of relevant experience OR Typically 14 years of relevant experience without degree

3–5+ years of experience in brand marketing, sports marketing, social strategy, or integrated marketing (or related)

Strong passion for football, basketball, and baseball, with an understanding of the culture, language, consumer mindset, and competitive landscape within each sport

Experience developing and executing multi-channel campaigns, ideally within or adjacent to the sports industry

Demonstrated ability to work with or around athletes, teams, leagues, or grassroots programs

Ability to translate cultural and sport-specific insights into actionable marketing strategies

Strong presentation and storytelling skills; able to influence partners at all levels

Comfortable managing multiple projects in a fast-paced environment with shifting priorities

Experience collaborating with creative, digital, media, or agency partners

Strong understanding of current and emerging social platforms, especially within sports communities

Detail-oriented with strong project management and cross-functional communication skills

Benefits

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