Senior Director, Audience Development & Commerce

Under Armour - Baltimore, MD

Posted: October 10th, 2018



The Under Armour team is building new experiences and products to make you better. As a member of the team, you’ll be charged with building marketing strategies that connect the UA Community with commerce driving strategies, spanning both in-app as well as UnderArmour.com properties. In addition, this position will oversee our content and publishing business that inspires, informs, and entertains tens of millions of athletes each month in their health and fitness quests. 

This rolewill drive marketing strategies that deepen consumer engagement with the digital Communities, leading acquisition across premium services and physical products - all resulting in increased Under Armour brand affinity and revenue. You must collaborate very closely with cross functional teams including ecommerce, analytics, media, CRM, engineering, and product development.


  • Drive UA consideration and conversion via all digital channels, mobile platforms, communities, and UA.com site. 
  • Develop integrated conversion-driving experiences within App experience, and digital channels leading to UA.com.
  • Lead the Content strategy, editorial approach and content development pipeline for all Connected Fitness Health and Fitness 
  • Partner closely with digital Product teams to determine best ways to acquire new community members and deepen engagement, drive premium services and recurring revenue.  
  • Integrate Community marketing strategies within UA.com properties including UA.com website, social media, content strategy, Retail, and email
  • Drive monthly active users to support publisher business model 
  • Partner with Business Development and Media Sales to bring branded content franchises to life
  • Establish KPIs for marketing campaigns including email direct marketing, social networking, promotions & special events  
  • Translate UA brand-centric marketing strategies into Community programs, driving brand awareness and conversion back to UA (UA.com, UA retail, and Wholesale channels).  
  • Establish and maintain campaign learning, and work with analytics team to present consistent reporting on efforts.  Closely monitor and track performance of key digital marketing programs and deliver reporting & post implementation reviews to ensure continual improvement of digital marketing campaigns
  • Ensure constant communication between each digital marketing discipline and creative team, as well as agencies (and other external partners) to ensure communications is on-point


  • Understand user acquisition and retention, with the ability to develop key interaction techniques surrounding audience development and consumer engagement
  • Understanding of digital platforms, media and publisher model
  • Detailed understanding of digital marketing channels ad communications used to drive brand awareness and brand positioning
  • Well versed with e-mail marketing and lead generation through email marketing
  • Comprehensive understanding of content distribution strategies 
  • Well versed with display advertising and lead generation through digital media
  • Ability to filter various sponsorship opportunities that provide positive ROI and tie back to the teams KPIs
  • Should possess creativity and willingness to engage in brainstorming surrounding content franchises, and marketing campaigns
  • Ability to coordinate multiple projects working across multiple teams to execute
  • Should be well versed in digital media trends and competitors
  • Is an engaged member of the marketing/technology/media world, and proactively solicits and contributes innovative ideas
  • Strategic thinker that express oneself clearly and concisely
  • Organize ideas and information logically and sequentially
  • Intellectually curious with a sense of humor
  • Develops strategies that are clear, compelling and persuasive
  • Adapt communication style to relevant audience


  • Bachelor’s degree in Marketing, Advertising, Business Administration (or equivalent)
  • 15+ years of experience in digital marketing, strategic planning and/or account management
  • MBA a plus 
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About Under Armour

It all started in 1995 when Kevin Plank, then the special teams captain on the University of Maryland football team, noticed that the cotton T-shirts he and his teammates wore underneath their pads were always soaked and heavy with sweat.

“There has to be something better,” he thought. He didn’t realize it then, but that one, simple statement would soon launch the performance apparel industry.

After graduation, he set out to make a superior T–shirt—one that stayed light in even the nastiest heat. After driving through the night to New York’s famous garment district for fabric samples, Plank built his first prototype, which he then gave to his Maryland teammates and friends who’d gone on to play in the NFL. With their feedback, he went back to work, quickly emerging with a revolutionary new T-shirt built from microfibers that wicked moisture and kept athletes cool, dry, and light.

With his design nearly perfect, Plank needed funds to launch his apparel line, so he maxed out his credit cards to the tune of $40,000 and set up a company in his grandmother’s basement in Washington, DC. Twelve months later, he made his first team sale to Georgia Tech. Other major Division I teams followed in droves, along with two dozen NFL teams. The company soon moved its headquarters to South Baltimore where it developed its now-famous gearlines, which included HeatGear®, ColdGear®, and AllSeasonGear®.

The revolution had officially begun.

In 1999, Warner Brothers contracted Under Armour to outfit its actors for two upcoming football movies, Oliver Stone’s Any Given Sunday and The Replacements. The object was authenticity, and Under Armour delivered. Then, in 2003, the Brand launched its first television commercial, which introduced a rallying cry for athletes that would change the face of sports in three words: PROTECT THIS HOUSE.®

Today, not even two decades later, Under Armour makes the world’s most innovative performance footwear, apparel, and accessories and is a mainstay on athletic fields, courts, pitches, gyms, and rinks everywhere. Under Armour gear is available all over the world… and on the Brand’s website, UA.COM.

Elite athletes and teams from virtually every sport you can imagine—like Cam Newton, Tom Brady, Brandon Jennings, Lindsey Vonn, Bryce Harper, Michael Phelps, Natasha Hastings, Lauren Cheney, the Welsh Rugby Union, and many more—proudly wear Under Armour Performance gear.