Lead, Social Media Outdoor Lead, Social Media Outdoor

Under Armour • Baltimore, MD

8h • Hybrid

About The Position

The Lead, Outdoor / Fish / Freedom Social Media will own the global social media content strategy and execution for Under Armour’s Outdoor, Fishing, and Freedom categories. This role is responsible for shaping the voice, storytelling, and cultural relevance of these communities across UA’s priority social platforms, translating category strategy into compelling, platform-native content that drives brand affinity and engagement.

Requirements

• Bachelor's degree with typically 8 years of relevant experience, OR Master's degree with typically 6 years of relevant experience, OR Typically 12 years of relevant work experience without degree.
• 5–7+ years of experience in social media, content strategy, or digital marketing, preferably within lifestyle, sport, or outdoor brands
• Strong understanding of platform-native storytelling and community-building across Instagram, TikTok, and YouTube
• Proven ability to collaborate cross-functionally and influence without direct authority
• Highly organized, detail-oriented, and comfortable managing multiple content streams simultaneously

Nice To Haves

• Passion for outdoor culture, fishing, service, or purpose-driven storytelling is a strong plus
• Experience with Adobe Premiere, Photoshop, and Lightroom a plus

Responsibilities

• Own editorial planning for UA’s Outdoor social channels across platforms– including Instagram, TikTok, YouTube, Pinterest, and emerging platforms as needed
• Capture, edit, and post social-first content, with a focus on authenticity, personality, and cultural relevance.
• Concept social series that spotlight product insights, behind-the-scenes access, innovation explainers, and athlete stories in ways that feel organic and build audience trust.
• Manage the Outdoor’s social content calendar, ensuring alignment with global brand moments, campaigns, and product launches
• Develop and publish content to support in real-time sports moments and cultural moments
• Partner closely with Brand Marketing, Creative, and Category teams to ensure social content aligns with category positioning, creative direction, and campaign priorities
• Collaborate with PR, Sports Marketing, and athlete/ambassador teams to bring authentic stories to life that resonate with outdoor and service-driven communities
• Work with regional marketing partners to guide local content creation, ensuring consistency in voice while allowing flexibility for regional relevance
• Lead tactical ideation and execution for category-specific digital and social activations, including product launches, campaigns, and cultural moments
• Identify platform trends, media behavior insights, and audience learnings to inform content strategy and unlock new ways to connect with consumers
• Track and analyze content performance against defined KPIs, delivering clear insights and recommendations to cross-functional partners
• Build and maintain a test-and-learn roadmap focused on new formats, partnerships, creators, and platform capabilities

Benefits

• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 5,001-10,000 employees