Sr. Lead, Marketing + Activations

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

We’re looking for a strategic, creative, and collaborative marketing leader to join our team as Sr. Lead of Marketing – Team Sports. This role is ideal for someone who thrives at the intersection of storytelling, creativity, and execution and has a passion for Football, Basketball and Baseball. You will be responsible for transforming big ideas into integrated campaigns that resonate across multiple channels and drive measurable impact.

Your Impact

•    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.

Qualifications

•    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.

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 week. 

Sponsorship Eligibility: (US ONLY) UA does not offer sponsorship of