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Under Armour, Inc. Director, Consumer Experience in Baltimore, Maryland

Director, Consumer Experience




Baltimore, Maryland

Under Armour has one mission: to make you better. We have a commitment to innovation that lies at the heart of everything we do, not just for our athletes but also for our teammates. As a global organization, our teams around the world push boundaries and think beyond what is expected. Together our teammates are unified by our values and are grounded in our vision to inspire you with performance solutions you never knew you needed but can’t imagine living without.

Position Summary

The Director of Consumer Experience is responsible for partnering with the VP, Consumer Experience and leadership to define the vision & strategy for how UA shifts to a purpose-led, consumer-first mindset. This is a top priority for UA to stay relevant and drive growth in Direct to Consumer and wholesale. This shift entails a massive transformation on how teams across the value chain (GTM, Product, Marketing, Digital, Retail, EComm, Regions) create value that goes beyond the creation of physical product.

Consumer Experience at Under Armour is a new capability and it is a nascent capability in the retail industry. As such, the Director of Consumer Experience will need to help develop best practices in parallel to executing.

The Director of Consumer Experience must work with department (Consumer Insights, Marketing Analytics, Regional Leaders, etc.) across the organization to define how UA evolve the GTM process to ensure a consumer-first focus and approach. This teammate will serve as the consumer-focused champion and connect the dots across CMO, CPO, COO, and Regional MDs.

As a member of the CX team you will champion understanding and empathy of our consumer through the use of data. You will own the vision and execution of UA’s Voice of the Consumer capability where we turn data into insights and insights into action. Driving the use of technology to democratize Voice of the Consumer data across the organization and inspiring our team to use this data to drive decision making.

This role will take on key challenges from the ELT and manage matrixed teams made up of cross-functional expertise. They will drive these teams utilizing the lens of the consumer – driving critical, global projects to completion and also working to instill new consumer-focused methods in these teams.

Essential Duties & Responsibilities

  • Voice of the Consumer: Own the vision, strategy and adoption of Voice of the Consumer technology (Qualtrics, Infegy, Bazaar Voice, GWI, etc.), adoption and insights creation. This role is expected to democratize & help to build out the Voice of the Consumer as a key capability for all departments and regions ensuring that teammates are putting consumer data at the center of every decision. The Director will be tasked with developing a CX Dashboard which entails defining the KPIs and metrics that Under Amour will use to measure Consumer Experience and presenting key take-aways on a quarterly basis to our C-Level Executive Leadership Team (ELT).

  • Personas and Journeys: The Director or Consumer Experience will be tasked with co-creating Enterprise Personas and Journey Maps that tell powerful stories based on the voice of the consumer data and reports coming from Consumer Insights. The Director of Consumer Experience will be tasked with challenging teammates to think differently, develop creative solutions to problems and developing point of view on how to change the Under Armour product-drive go-to-market to a consumer-centric value chain.

  • Evangelize Consumer Experience, Design Thinking & Google Ventures Sprints: As Director, Consumer Experience you will plan and lead sprints using Design Thinking and Google Ventures Sprint methods to help UA teammates solve problems & innovate by putting the consumer at the center. The Director will collaborate with partners and members of the CX team to scale Design Thinking training across Under Armour.

Qualifications (Knowledge, Skills & Abilities)

  • Proven ability to apply Design Thinking to drive Consumer Experience

  • Excellent communication skills in both written and verbal form. Capability to communicate complex ideas effectively.

  • Self-motivated, proactive, taking initiative, and with exceptional problem-solving skills.

  • Must have the ability to make strong, lasting, and meaningful connections with others, which will aid in the execution of duties in this highly collaborative role.

Education And / Or Experience

  • BS + 8-15 yrs

  • MS + 5-12 yrs

  • MBA + 5-12 yrs

  • Demonstrated success leading technology strategy, business partner alignment, a project management office, and on the research and application of next-generation technologies.

  • Relevant experience, and proven track record in deploying technology programs to drive business value (customer experience, supply chain, manufacturing, procurement, etc.) The candidate will also have had a proven and successful experience crafting strategic roadmaps, leading to the development of comprehensive strategies that contribute to the improvement of business performance.

  • Demonstrated ability to use digital analytics, customer feedback, user experience research, and other qualitative and quantitative metrics to inform product planning and prioritization.

  • Progressive experience in practicing, leading, and influencing human centered design methodologies at scale in a corporate environment.

Other Requirements


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.