Sr. Professional, DTC Retail Activations

Under Armour · Baltimore

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• Sr. Professional, DTC Retail 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

This role sits on the Retail Growth & Activation team and reports to the Head of Retail Growth & Activation. Acting as the primary connection point between the Channel Growth & Activation team and the East Coast field organization, this role is responsible for driving activation strategy, execution, and business results across the East market.

Working closely with District Managers, Store Leaders, and cross-functional partners, this individual will ensure activation programs are effectively deployed, adopted, and optimized to drive traffic, conversion, customer acquisition, and sales. The role serves as a critical partner to the East Coast District Managers, helping stores activate market opportunities while delivering measurable business performance through grassroots, community, and athlete-focused programming.

This role is accountable for delivering a defined percentage of market sales through activation efforts and leading the acquisition of the next generation of athletes through Team VIP events, community engagement, and local partnerships. Particular focus will be placed on priority City Strategy markets, including Philadelphia, Baltimore/Washington DC, and Atlanta.

Your Impact

• •    Deliver a defined percentage of East Market sales through activation programming, with direct accountability for activation-driven traffic, conversion, customer acquisition, and revenue results.
• •    Drive acquisition of 16-to-24-year-old athletes and Armour Access members through Team VIP events, grassroots activations, and local athlete engagement programs.
• •    Lead activation strategy and execution across the East market, ensuring stores effectively leverage their activation tool kit to drive business performance and athlete engagement/acquisition.
• •    Serve as the primary connector between the Channel Growth & Activation team and the East Coast field organization, ensuring activation priorities, tools, and best practices are consistently communicated and executed.
• •    Partner closely with the East Coast Regional Director, District Managers and store leadership teams to identify local opportunities that drive traffic, conversion, customer acquisition, and sales.
• •    Drive adoption and execution of the grassroots activation toolkit across East Market stores, ensuring teams understand how to utilize available resources and deliver against activation goals.
• •    Establish clear activation goals and performance expectations for stores across the market, partnering with field leadership to drive accountability and results.
• •    Lead activation efforts within priority City Strategy markets including Philadelphia, Baltimore/Washington DC, and Atlanta, driving localized programming and athlete acquisition opportunities.
• •    Build and maintain strong relationships with Team Sales partners, local schools, club programs, coaches, and community organizations to create a sustainable pipeline of Team VIP opportunities.
• •    Own and evolve the East Market activation strategy through continuous testing, learning, and refinement, identifying opportunities to scale successful programs across the region.
• •    Support the planning and execution of Tier 1 retail activations by providing local market expertise, activation ideation, field alignment, and on-site support as needed.
• •    Track and report activation performance across the market, measuring business impact and sharing best practices, learnings, and opportunities with field and corporate partners.

Qualifications

• •    Bachelor's degree.
• •    5+ years of experience in retail, field activation and events, community engagement, or consumer-facing business roles.
• •    Deep understanding of store-level business drivers, retail KPIs, and the relationship between activation efforts and commercial performance.
• •    Proven ability to connect brand objectives and long-term business strategies to measurable business outcomes.
• •    Demonstrated success driving traffic, customer acquisition, conversion, and sales through activation programs, community partnerships, events, and athlete-focused experiences.
• •    Passion for sport and a strong understanding of how athletes, teams, and local communities drive meaningful consumer connection and business growth.
• •    Proven ability to influence and lead without direct authority, serving as a trusted advisor and strategic partner to District Managers, Store Leaders, and cross-functional partners.
• •    Exceptional relationship-building skills, with experience developing partnerships across store teams, field leadership, schools, coaches, team sales representatives, community organizations, and external partners.
• •    Entrepreneurial, agile, and highly self-motivated, with the ability to identify opportunities, adapt quickly to changing business needs, and drive results in a fast-paced environment.
• •    Strong business acume

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