Lead, Social Media Strategy - Run

Under Armour • Baltimore, MD

40d • Hybrid

About The Position

Under Armour is looking for a social strategist who creates; someone who can shape the future of @uarunning by blending storytelling, community, and creativity. This role sits at the intersection of brand and culture: leading strategy, creating social-first content, and bringing the UA Running story to life across all major social channels including Instagram, TikTok, YouTube Shorts, and emerging platforms. The right candidate is a hands-on creator who can concept, shoot, edit, and publish while also thinking strategically about how to build a brand voice that resonates with runners everywhere. You'll lead the day-to-day of UA Running's social presence, collaborate across teams to drive campaign moments, and support other social category priorities as assigned.

Requirements

• Location: This individual must reside within commuting distance from our Baltimore or New York office.
• Work Schedule: This role follows a hybrid work schedule, requiring 4 days in-office per week.
• Sponsorship Eligibility: (US ONLY) UA does not offer sponsorship of job applicants for employment-based work authorization for this position at this time.

Responsibilities

• Lead the social strategy, content planning, and publishing for @uarunning across all platforms.
• Develop a clear and differentiated social identity that connects with runners - from performance athletes to everyday movers.
• Partner with Brand Marketing, Creative, Comms, and Sports Marketing teams to align storytelling around key moments, launches, and campaigns.
• Support broader brand storytelling across categories as assigned, including Under Armour Women (under the direction of the Sr. Lead), ensuring alignment and consistency.
• Develop and publish social-first content multiple times per week with a focus on authenticity, personality, and cultural relevance.
• Share product insights, behind-the-scenes access, innovation explainers, and athlete stories in ways that feel organic and human.
• Capture, edit, and post content in real time, while developing repeatable series and formats that build audience familiarity and trust.
• Grassroots & Cultural Activations: Be on the ground at key events, capturing, creating, and directing real-time content. Develop and execute social-led activations at training sessions, tournaments, and brand moments. Bridge online and offline by turning IRL moments into social storytelling that resonates. Identify opportunities to embed UA into sports culture moments in an authentic way.
• Creator & Influencer Relationships: Build and maintain direct relationships with influencers, rising creators, and sports personalities. Manage collaborations, seeding, and content partnerships that amplify brand presence. Find unexpected voices in sports culture and bring them into the UA ecosystem.
• Trendspotting & Content Execution: Actively monitor social trends, athlete storylines, and cultural moments, jumping in when relevant. Work with internal teams, agencies, and freelancers to scale content efforts. Ensure consistency in brand tone and execution across all content types.
• Analytics & Optimization: Track performance and audience insights to inform future creative. Identify what's working - and evolve quickly to capitalize on momentum.

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
• Industry: Apparel Manufacturing
• Education Level: No Education Listed
• Number of Employees: 5,001-10,000 employees