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Head of North America Marketing
Under Armour
Baltimore, MD, United States
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Under Armour is the chosen brand of this generation of athletes… and the athletes of tomorrow. We’re about performance – in training and on game day, in blistering heat and bitter cold. Whatever the conditions, whatever the sport, Under Armour delivers the advantage athletes have come to demand.
That demand has created an environment of growth. An environment where building a great team is vital. An environment where doing whatever it takes is the baseline and going above and beyond to protect the Brand is commonplace.
The world’s hungriest athletes live by a code, a pledge to themselves and everyone else: Protect This House… I Will. Our goal is to Build A Great Team! Will YOU…Protect This House?!
Under Armour has established an authentic and powerful brand positioning; and the Head of North America Marketing is responsible for protecting, amplifying and translating this voice to the regional marketplace. A compelling, differentiated and break-thru consumer driven marketing strategy is essential as Under Armour continues its quest to become the premier Sport and Athletic Apparel, Footwear and Accessories Company in the world.
An exciting and dynamic role, the Head of North America Marketing is responsible for all marketing activity within the North American region. The leader in this role will play the Quarterback, orchestrating go-to-market strategies and consumer activation plans for the business. They will be a key partner to our all channels such as freestanding UA branded stores and factory houses, as well as supporting marketing activities with our 3rd party wholesalers (e.g. Footlocker, Dick’s Sporting Goods and Mall stores). It is essential that the Head of North America Marketing focus on driving demand and foot traffic at retail stores, authorized 3rd party retail sites and in collaboration with the Global Brand Marketing Team, UA.com. The Head of North America Marketing will take a lead role in building marketing programs that are supported by the global brand strategy. They are also responsible for creating marketing plans to execute across all consumer touch-points where UA products are purchased and be accountable for growing incremental sales. This leader will also work in partnership with the NA Merchandising team, and NA Category teams to be sure there is alignment on the products featured in each retail touchpoint.
What will you do?
• Drive Go to Market Strategies– Design rolling 18-month NA marketing plan tied to overall business plan. Align internal parties across category teams, brand, product, sales, sports marketing and other cross-functional partners. Set and manage budgets for all touch-points. Maximize the brand and sales impact of ongoing business and seasonal launches by optimizing merchandising, promotions, messaging, and special events in store. Responsible for all NA marketing initiatives in line with established strategic brand goals including demographic strategy, client retention programs and cross-functional communication to all internal and external business partners.
• Marketing Planning and Budgeting– Lead a cross-functional team with members from Brand, Sports Marketing, Creative, Consumer Engagement and Communications in partnership with other functional areas to create a 3-year strategic plan for each category of the business (Apparel, Footwear and Accessories). Partner with the Global Marketing Organization to translate overarching Under Armour strategies into the local markets. Achieve annual budget goals as well as growth and development of freestanding and online store business.
• Partner with Category and Product Teams – Be an active, integrated part of the product team to ensure delivery of their business needs from a Retail Marketing standpoint. Have deep understanding of business and marketing objectives as well as key product platforms and their Unique Selling Proposition (USP). Serve as the liaison between Product and Marketing assuring all retail marketing touch points have the information they need to execute effectively.
• Consumer and Retail Marketing Analytics– Collaborate with internal and external partners to define the target consumer by channel and develop metrics to evaluate our effectiveness in reaching that consumer. Use consumer research and business analysis to understand the competition, channel dynamics, consumer segmentation and positioning, product segmentation and sales performance.
• Store and Online Activation – Create retail marketing calendar to optimally “flight” retail marketing activities across the calendar year, through both UA retail channels and 3rd party channels online and offline. Work collaboratively with the brand team to develop optimized media plans across co-op and retail marketing budgets across traditional (TV, radio, out-of-home, print, PR), in-store (promotions), events and new media (digital, social media) where those channels are prevent to effectively drive sales. Partner with sports marketing on events and grassroots marketing on regional asset activation strategies.
• Drive Acquisition and Retention –Lead the Acquisition and Retention team in leveraging advanced analytics and CRM to optimize traffic and spend across all channels, continuously in a test/measure/learn mindset, deeply grounded in analytics.
• Lead Marketing Functional Experts – Lead the marketing team (retail, online, wholesale, digital/social) to carry out day to day and seasonal marketing execution. Ensure every aspect of execution is aligned and supports the overall marketing plan.
• Partner with NA Sales to Deliver Account Marketing Strategies – Lead channel specific strategy for all in-store and online aspects of the UA wholesale doors in apparel, footwear and accessories. Assist sales team in sales meeting presentations and major account presentations/sell-ins.
• Acquire a Thorough Knowledge of Retail, Wholesale, eComm and Industry Trends –Translate industry knowledge into business objectives focusing on effective sales-generating opportunities.
Requirements
• Minimum of 12-15 years of relevant marketing experience in a fast-paced, product-oriented, consumer-driven company and previous retail marketing leadership experience
• Strong understanding of Direct Marketing fundamentals and response-driven creative development
• Experience in vertical retailing, freestanding brand store marketing, or store within a store brand and product marketing required
• Demonstrated experience leveraging key geographic influencers and comprehensive knowledge of US demographics, media, life styling and customer driver and retention practices
• Experience driving retail foot traffic with brand and product driven campaigns.
• Experience managing retail co-op marketing funds to drive efficient 3rd party brand sales.
• Solid understanding of ROI analysis, metrics and program/budget forecasting
• Excellent business acumen and P&L management
• Exceptional presentation, written and verbal communication skills
• Strong collaborative merchandising skills and proven leader in design and implementation of traffic driving initiatives
• Strong interpersonal and marketing campaign management skills
• Thorough knowledge of the competitive landscape and ability to translate findings to positively impact business
• BA required, MBA is helpful but not mandatory.
• Experience working for either a start-up or high-growth organization is a plus.
• Proven leadership skills in managing a strong, experienced and diverse team.
• Experience conducting business and partnering with executives and staff in multiple regions globally, a plus.
• Travel required, domestic and international.
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, 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, and any other characteristic protected by applicable law. Under Armour believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool.