Sr. Director, Digital Merchandising & Content

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

As Sr. Director of Site Merchandising and Content, you will lead the strategy and execution of Under Armour’s digital product presentation and storytelling across UA.com and the UA App. You’ll drive realtime, data-informed decisions that balance brand expression with commercial performance—ensuring every experience connects with athletes and delivers business impact. This role is central to shaping how Under Armour shows up digitally, uniting content, commerce, and athlete insights.

Your Impact

• Lead and inspire a high-performing team of approximately 20 across Site Merchandising, Content Strategy, Content Operations, and SEO to deliver athlete-first experiences across
  UA.com and the UA App.
• Own and evolve the site merchandising strategy for the U.S. and Canada—driving conversion, engagement, and revenue through thoughtful product placement, product and innovation storytelling, navigation, categorization, and search optimization.
• Partner with Merchandising, Marketing, and Creative through the Go-To-Market process to optimize product assortment and launches based on seasonal priorities.
• Develop consumer journeys, asset strategies, key storylines, and commercialized calendars though the go-to-market process. Consumer strategies includes both foundational storytelling as well as development of new storylines and creative ways to support the athlete. This position will also direct calendar planning and activation for all supported digital campaigns within Under Armour’s digital portfolio, including UnderArmour.com; Shop App, Social Commerce, etc.
• Champion and evolve Under Armour’s SEO strategy—leading cross-functional education, alignment, and execution. Develop a forward-looking roadmap that adapts to the shifting AI landscape and ensures UA content remains discoverable, relevant, and competitive.
• Champion customer-first merchandising through data-backed decisions, personalization, and continuous testing to enhance relevance and performance.
• React in real time to selling performance, emerging digital trends, and new content or partnership opportunities—ensuring agility and relevance in a fast-paced digital environment.
• Lead the briefing and execution of branded and product content, outfitting, UGC, new functionality and more—ensuring consistency, speed, and impact.
• Architect landing page strategies and new features that blend brand storytelling with conversion driving tactics, leveraging A/B testing and personalization to optimize journeys and maximize ROI.
• Leverage consumer insights, performance data, and competitive intelligence to inform content and merchandising strategies.
• Set clear goals, provide mentorship, and champion growth opportunities across all levels of the team, fostering a culture of curiosity, collaboration, and accountability.

Qualifications

• Bachelor’s degree required; advanced degree in business, marketing, digital commerce, or related field preferred.
• 12+ years of experience in digital merchandising, content strategy, or e-commerce, with a proven track record of driving performance across large-scale digital platforms.
• 6+ years of people leadership experience, including managing cross-functional teams and developing talent across multiple disciplines.
• Deep expertise in site merchandising, digital content planning, SEO, and consumer experience optimization.
• Strong analytical and strategic thinking skills; able to translate data into actionable insights and business-driving decisions.
• Experience with Salesforce Commerce Cloud, Amplience, Constructor and other digital tools preferred.
• Exceptional communicator and collaborator with a strong point of view and the ability to influence across functions.
• A digital innovator and change agent—comfortable navigating ambiguity, challenging the status quo, and driving transformation in a fast-paced environment.
• Passionate about the athlete experience and committed to delivering elevated, commerce connected storytelling that inspires and performs.
• Demonstrates curiosity, agility, and resilience—able to lead through change and foster a culture of continuous learning and improvement.

Workplace Location

• Location: This individual must reside within commuting distance from our Baltimore, MD HQ office.
• Work Schedule: This role follows a hybrid work schedule, requiring 4 days in-office per week.

Relocation

• No relocation provided

• #LI-CP1
• #LI-Hybrid

Base Compensation

$207,151.04 - $284,832.68 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.