Sr. Lead, Category Marketing -Train

Values & Innovation

At Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate.

 

Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour. Our values are rallying cries, reminding us why we're here, and fueling everything we do.

 

Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state-of-the-art products and digital tools that make top performers even better.

 

If you are a current Under Armour teammate, apply to this position on the Internal Career Site Here. 

Purpose of Role

The Senior Lead, Category Marketing–Train will be a strategic driver of consumer connectivity and storytelling across Under Armour’s Training category for men’s and women’s. This role bridges consumer insights, cultural trends, and commercial drivers to create impactful marketing strategies that grow category performance and brand relevance. The Sr. Lead partners closely with Product, Design, Innovation, Sports Marketing, Global Brand & Creative, Communications, Social, and Regional Marketing teams to ensure storytelling is integrated, globally scalable, and locally relevant.

Your Impact

Consumer & Market Leadership
• Serve as the voice of the athlete and consumer by translating insights, trends, and cultural dynamics into category marketing strategies.
• Champion the Women’s POV in Training, ensuring the Women’s athlete and consumer perspective is consistently embedded in storytelling.
• Translate athlete partnerships and seeding feedback into authentic storytelling moments that build credibility.
• Measured by: Quality of insights influencing GTM plans, integration of Women’s POV in campaigns, and resonance of athlete-led storytelling.

 

Storytelling & Commercial Impact
• Connect franchise and commercial drivers to brand campaigns, athlete activations, and seasonal storytelling.
• Translate consumer and market insights into narratives that strengthen product positioning and deliver measurable sales performance.
• Measured by: Contribution of supported products to sell-in/sell-through, alignment of campaigns to
category strategies, and earned media value tied to product-led stories.

 

Seasonal GTM & Calendar Excellence
• Own category marketing deliverables across GTM milestones (briefing, checkpoints, launch readiness).
• Ensure storytelling aligns to calendar discipline and launches land on time, on strategy, and in-market with impact.
• Measured by: On-time delivery against GTM milestones, launch readiness across regions, and partner
alignment.

 

Collaboration & Connectivity
• Build strong partnerships with Product, Innovation, Design, Sports Marketing, Brand, Creative, Communications, Social, and regional partners (EMEA, APAC, LATAM, NA).
• Ensure balance of global consistency and regional relevance in storytelling execution.
• Measured by: Regional adoption of strategies, consistent global voice, and positive partner feedback.

 

Data-Driven Decision-Making & Innovation
• Leverage analytics, dashboards, and AI-enabled tools to evaluate performance, optimize campaigns, and inform future strategies.
• Pilot new storytelling formats, channels, and consumer navigation paths (social commerce, short-form content, creator-led activations) to cut through noise globally.
• Measured by: Campaign KPI achievement, successful test-and-learn activations, and integration of insights into future briefs.

 

Mentorship & Leadership Behaviors
• Mentor Specialists to develop category marketing skills, enhance execution, and build future-ready talent.
• Role model UA’s leadership expectations — collaboration, accountability, agility, and consumer obsession.
• Measured by: Growth and readiness of Specialists, engagement scores, and quality of executional deliverables.

Qualifications

QUALIFICATIONS
• Bachelor’s degree in Marketing, Communications, Business, or related field. Master’s preferred.
• 6–8 years of experience in brand, category, or sports marketing (apparel, footwear, or consumer goods industry preferred).
• Proven ability to connect consumer insights to commercial outcomes.
• Strong cross-