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 DTC Channel Activation Lead is directly responsible for driving physical retail KPIs across UA’s Brand House (BH) stores. This role owns the seasonal Go-to-Market (GTM) activation planning process within the DTC marketing function and is a core member of the Brand House pod, ensuring every in-store activation ladders up to seasonal business objectives, product priorities, and brand goals.

This role bridges strategy and execution — translating financial targets, product stories, and consumer insights into clear, measurable activation plans that drive traffic, trial, conversion, and loyalty. The Lead is accountable for ensuring GTM activations deliver commercial impact while maintaining a strong, premium brand experience that connects authentically with the team athlete.

This is not an events role. It is a commercial activation role focused on how the brand shows up in-store each season to deliver measurable results and a consistent athlete-first experience.

Your Impact

• Accountable for driving Brand House traffic, conversion, engagement, and loyalty acquisition through seasonal activations that have a direct, measurable impact on DTC commercial results and are tracked against retail business KPIs.
• Responsible for execution of activation plans across the BH fleet, collaborating with cross-functional partners to ensure delivery of best-in-class retail experiences
• Partner with the Sr. Manager and BH Pod to forecast activation performance, assess ROI, and refine future seasonal plans based on data and hindsight.
• Own the seasonal GTM activation planning process for Brand House, ensuring all activations ladder to the overarching DTC Channel Activation strategy and seasonal financial goals.
• Act as an integral member of the Brand House Pod, collaborating with Merchandising, Visual, and DTC Strategy teams to align activation priorities to key product stories and commercial opportunities.
• Lead GTM activation milestones end-to-end — from brief through execution — ensuring full cross-functional alignment and delivery readiness.
• Identify opportunities to use in-store activations to acquire new 16–24-year-old team athletes into the UA Rewards loyalty program.
• Develop retention-focused activations that drive repurchase and engagement from existing loyalty members.

• Collaborate closely with the BH Channel Marketer to ensure all GTM activation plans ladder directly back to the Brand House channel strategy and business priorities and with the Sr. Manager, DTC Channel Activation, to ensure GTM activations integrate with broader initiatives such as Team Sports programming, grassroots engagement, and seasonal brand campaigns.
• Track post-activation performance, conduct hindsights, and evolve future plans based on learnings and retail and consumer engagement trends.

ADDITIONAL INFORMATION

• Travel up to 25–30% annually to support activations and in-store execution.
• Must be flexible for evening or weekend work tied to key activation moments.

Qualifications

• Bachelor's degree with typically 8 years of relevant experience or Master's degree with typically 6 years of relevant experience or Typically 12 years of relevant work experience without degree
• Bachelor’s degree in Marketing, Business, or related field.
• 6–8 years of experience in 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 measurable business outcomes.
• Exceptional project/ program management skills, with a track record of leading internal partners through cross-team initiatives, from concept to completion
• Strong collaboration skills with demonstrated success influencing cross-functional partners.
• Organized, strategic, and able to manage multiple priorities under tight timelines.
• Data-driven mindset with an ability to connect creative ideas to commercial performance.
• Ability to pivot with changing business needs and priorities, actively anticipating obstacles and autonomously finding solutions rooted in experience and data
• Detail-oriented with a deep commitment to delivering premium, product-driven consumer experiences.

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.
• Travel: 25-30%

Sponsorship Eligibility: (US ONLY) UA does not offer sponsorship of job applicants for employment-based work authorization for this position at this time.

Relocation

• No relocation provided

Base Compensation

$107,442.44-$134,303.05 USD

Most new hires fall within this range and have the opportunity to earn more over time. Initial placement within the salary range, however, is based on an individual's relevant knowledge, skills and experience for the position. UA is committed to helping our teammates succeed and advance in their careers. Base salary is only one component of our competitive Total Rewards package.

Benefits & Perks

• Paid "UA Give Back" Volunteer Days: Work alongside your team to support initiatives in your local community
• Under Armour Merchandise Discounts
• Competitive 401(k) plan matching
• Maternity and Parental Leave for eligible and FMLA-eligible teammates
• Health & fitness benefits, discounts and resources- We offer teammates across the country programs to promote physical activity and overall well-being

Our Commitment to Equal Opportunity

At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion or belief, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, family or paternal status and any other characteristic protected by applicable law. Under Armour seeks to recruit, develop and retain the most talented people representing a wide variety of backgrounds and perspectives. If a reasonable accommodation is needed to participate in the job application or interview process, please contact our Human Resources team via candidateaccommodations@underarmour.com.