Sr. Manager, Retail Channel Activation

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 Manager, DTC Channel Activation leads the Retail Channel Activation team responsible for creating and delivering seasonal and moment-based retail activation strategies that drive both brand and commercial results across Under Armour’s Direct-to-Consumer retail ecosystem. This role owns the strategic vision, creative ideation, and executional direction for how the brand shows up through physical retail activations specifically with clear intent to impact core retail KPIs. This leader operates at the intersection of strategy, creativity, and business performance. They are accountable for translating consumer insight, brand priorities, and financial objectives into activation strategies that deliver measurable outcomes in traffic, conversion, engagement, loyalty, and revenue. The Senior Manager sets the pinnacle activation vision and ensures it scales consistently and effectively across the fleet.This role includes targeted event moments in priority markets, but its primary mandate is to design scalable activation systems that convert brand storytelling into measurable retail performance across the fleet, driven by grassroots athlete engagement, product trialing, seasonal launches, new store openings, and key retail calendar moments.

Your Impact

1. Channel Activation Strategy & Team Leadership
•    Own and evolve the long-range DTC Channel Activation strategy, translating a multi-year roadmap into annual and seasonal GTM plans that drive sustained growth, financial impact, and KPI performance.
•    Establish pinnacle activation concepts and scalable fleetwide systems that balance premium brand expression with commercial results.
•    Lead and develop the Channel Activation team with accountability for execution and results, serving as a key cross-functional leader aligning business priorities, must-win products, and retail moments to a clear activation POV.

 

2. Seasonal GTM & Moment Activation Ownership
•    Oversee seasonal GTM activation planning across DTC retail, aligning financial targets, product priorities, and brand campaigns.
•    Define activation objectives, KPIs, and ROI expectations tied to traffic, conversion, engagement, and target customer acquisition, guiding cross-functional teams from brief through execution readiness.
•    Design immersive, trial-driven in-store experiences that reinforce innovation, build athlete confidence in performance benefits, and drive measurable commercial impact.

 

3. Grassroots Retail Activation & Team Sport Engagement
•    Own the grassroots retail activation strategy, integrating Team Sports, Team Sales, and DTC marketing to convert athlete networks into sustained retail traffic and business growth.
•    Lead the annual evolution of a scalable grassroots playbook and toolkit enabling consistent local activation excellence across the fleet.

 

4. Cross-Functional Influence & Operational Alignment
•    Partner across Merchandising, Visual, Loyalty, Brand, Team Sales, Sports Marketing, Planning, Finance, and Store Operations to ensure activation alignment and field clarity.

 

5. Performance, Measurement & Optimization
•    Establish performance benchmarks, evaluate ROI with Planning and Finance, conduct seasonal hindsights, and champion a disciplined test-and-learn approach to continuous optimization.

Qualifications

•    Bachelor’s degree in Marketing, Business, or related field. 
•    10 years of experience in corporate retail marketing, activation strategy, or consumer engagement roles. 
•    Deep understanding of store-level business drivers and retail KPIs. 
•    Proven ability to connect brand storytelling to measura