Sr. Manager, Retail Channel Activation
Under Armour, Inc, Baltimore, MD, United States
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.
Responsibilities
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 fleet-wide 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. 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. 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. 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. 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 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:
Must reside within commuting distance from the Baltimore office. Work Schedule:
Hybrid, requiring 4 days in-office per week. Travel:
Up to 30% annually to support activations and in-store execution. Evening/Weekend Work:
Flexible for key activation moments. Relocation
No relocation provided. Base Compensation
$136,258.40 – $170,323.00 USD Benefits
Paid "UA Give Back" Volunteer Days. Maternity and Parental Leave for eligible and FMLA-eligible teammates. Health & fitness benefits, discounts, and resources promoting physical activity and overall well-being. Equal Opportunity Statement
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.
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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 fleet-wide 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. 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. 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. 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. 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 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:
Must reside within commuting distance from the Baltimore office. Work Schedule:
Hybrid, requiring 4 days in-office per week. Travel:
Up to 30% annually to support activations and in-store execution. Evening/Weekend Work:
Flexible for key activation moments. Relocation
No relocation provided. Base Compensation
$136,258.40 – $170,323.00 USD Benefits
Paid "UA Give Back" Volunteer Days. Maternity and Parental Leave for eligible and FMLA-eligible teammates. Health & fitness benefits, discounts, and resources promoting physical activity and overall well-being. Equal Opportunity Statement
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.
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