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.
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.
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.
• 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.
ADDITIONAL INFORMATION
• Travel up to 30% annually to support activations and in-store execution.
• Must be flexible for evening or weekend work tied to key activation moments.
Sponsorship Eligibility: (US ONLY) UA does not offer sponsorship of job applicants for employment-based work authorization for this position at this time.
$136,258.40-$170,323.00 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.
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.
Under Armour is obsessed with being better, stronger, and more focused than anyone else out there.
Our mission: to make athletes better.
Our vision: to inspire you with performance solutions you never knew you needed and can’t imagine living without.
Our values define and unite us, the beliefs that are the red thread that connect everyone at Under Armour. Our values are rallying cries, reminding us why we’re here, and fueling everything we do.
LOVE ATHLETES
We believe in waking up every morning to make athletes legendary. From the best of the best to the ones just getting started, we put the athlete at the center of everything we do. We create fearlessly with the courage and conviction to defy convention. We innovate by taking bold and smart risks. We show up big where athletes train, compete, and recover.
CELEBRATE THE WINS
We believe our victories, big and small, bring us together as a team. We celebrate our accomplishments, giving credit where it's due. We take time to have fun. We channel past successes to inspire our next win.
STAND FOR EQUALITY
We believe sport is the great unifier. We don't sit on the sidelines; we speak up for fairness and equity. We treat each other with respect. We apply different perspectives in our work. We come together as a force for good to serve the communities we represent.
ACT SUSTAINABLY
We believe our work is not just what we do but how we do it. We work ethically and efficiently to perfect performance while reusing the Earth's resources. We seek new information to develop lasting solutions. We protect our planet for all who now play, and all who will play, on our home field.
FIGHT ON TOGETHER
We believe strength is built through tackling adversity. We act with an enterprise mindset in the best interest of the Brand. We help each other overcome obstacles. We act with integrity, have honest conversations and grow over mistakes. We approach challenges with positive intent and never quit.
