Sr. Lead, Category Marketing - Golf

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 – Golf leads franchise-led, consumer-first storytelling across the Golf category, with accountability for representing the Golf athlete and consumer within a co-gender operating model. This role owns seasonal category strategy, GTM storytelling, and cross-functional alignment to ensure Golf franchises resonate with athletes and consumers globally.

This leader partners closely with Product, Design, Sports Marketing, Team Sports, and regional marketing teams to translate product innovation, athlete insight, and cultural relevance within the sport of golf into compelling narratives across GTM and key product milestones.

Your Impact

Category Ownership:
-    Lead category strategy, positioning, and seasonal storytelling for Golf franchises across Men’s and Women’s
-    Serve as the primary steward of the Golf consumer, ensuring performance needs, athlete insights, on-course/off-course behavior, and golf culture are embedded across briefs, toolkits, and launches
-    Translate athlete performance insight, global golf market intelligence, and consumer behavior into briefs that guide product creation and storytelling

Global GTM & Product Milestones:
-    Own category storytelling and alignment across key milestones including, category strategy reviews, line architecture reviews, line planning workshops, etc.
-    Partner with regional marketing teams across Americas, EMEA, and APAC to ensure Golf strategies are locally relevant and executable
-    Oversee development of franchise and seasonal GTM sales toolkits and drive strong adoption globally

Cross-Category Integration:
-    Partner with Sportswear, Train, and Team Sports to connect Golf franchises into broader brand, athlete, and cultural moments
-    Maintain an enterprise mindset to drive the brand forward through Golf 

Field Immersion & Travel:
-    Travel regularly for campaign shoots, tournaments, market visits, and athlete/consumer insight gathering

Qualifications

•    6–8+ years of progressive experience in category, brand, or product marketing within a global consumer, sport, or lifestyle brand.  Strong preference for a background in the Golf industry.  
•    Demonstrated ability to translate athlete and consumer insights, product innovation, and cultural context into clear, differentiated category and franchise storytelling 
•    Proven experience leading complex, global marketing strategies and driving alignment across regions, functions, and senior stakeholders 
•    Deep passion for the sport of golf, including understanding of performance, style, and athlete needs both on and off the course 
•    Global business mindset, with strong understanding of regional consumer nuance, channel dynamics, and market-specific execution 
•    Track record of influencing and aligning senior leaders through clear point of view and strong storytelling 
•    Product fluency in apparel and footwear, with ability to translate technical innovation into consumer-relevant benefits (golf-specific knowledge a plus) 
•    Strong organizational, communication, and leadership skills; able to manage ambiguity and drive results 
•    Willingness and ability to travel regularly

Workplace Location

• Location: This individual must reside within commuting distance from our Baltimore office.
• Work Schedule: This role follows a hybrid work schedule, requiring 4 days in-office per wee