Senior Lead, Marketing – Activations, Team Sports
Under Armour
full-time
Posted on:
Location Type: Hybrid
Location: Baltimore • Maryland • 🇺🇸 United States
Visit company websiteSalary
💰 $137,357 - $171,696 per year
Job Level
Senior
About the role
- 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.
Requirements
- 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
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard skills
brand marketingsports marketingsocial strategyintegrated marketingmulti-channel campaignsproject managementcampaign executionconsumer insightsactivation strategiessocial-first strategies
Soft skills
presentation skillsstorytelling skillsinfluencing skillscollaborative mindsetcreativitydetail-orientedcommunication skillsability to manage multiple projectsadaptabilitycultural awareness