Principal, AI Technical Product Manager- Marketing

Under Armour • Baltimore, MD

22h • $155,000 - $200,000 • Hybrid

About The Position

The Principal, Technical Product Management is accountable for the strategy, roadmap, and end-to-end value realization of Marketing’s AI transformation portfolio. The role translates complex Marketing opportunities into a multi-year product vision and prioritized roadmap, applying technical and product expertise to evaluate solution approaches, architecture trade-offs, data requirements, operating-model changes, and emerging AI technologies.

Working across Marketing leaders, Global Process Owners, Creative, Media, Consumer Insights, Digital Commerce, Engineering, Architecture, Data, AI, Privacy, Legal, and Information Security teams, the position leads through influence to align investment and delivery decisions from discovery and experimentation through production, adoption, and scale. It focuses technology investment on high-value opportunities to modernize how Marketing plans, creates, activates, personalizes, measures, and optimizes consumer experiences. The role delivers scalable AI-enabled products and workflows to increase Marketing speed, improve content effectiveness, strengthen consumer relevance, and generate measurable business value.

This individual-contributor role reports to the Consumer Technology Portfolio Lead and has oversight of a dedicated cross-functional squad. The role establishes the squad’s product priorities, roadmap, outcome measures, and delivery expectations, leading through influence rather than direct reporting authority.

The position is hybrid, requiring four days per week in the Baltimore, Maryland headquarters office. The employee must live within commuting distance. Travel is minimal (less than 5% per year). Relocation is not provided, and employment-based work authorization sponsorship is not available for this position.

Requirements

• Bachelor’s degree and typically 12 years of experience in technical product management, software development, Marketing technology, digital product development, or technically adjacent roles in a product-led organization; alternatively, a master’s degree and typically 10 years of equivalent experience.
• Expertise in product strategy, discovery, multi-year roadmaps, prioritization, experimentation, outcome measurement, adoption, and value realization.
• Strong understanding of modern Marketing processes and technology, including campaign planning, content operations, consumer engagement, personalization, media activation, and Marketing measurement.
• Ability to connect investment decisions to business outcomes, consumer impact, user adoption, operational performance, and realized value across an enterprise technology portfolio.
• Marketing process knowledge appropriate to the scope, including campaign planning, creative briefing, content development, asset management, localization, audience segmentation, media activation, personalization, campaign measurement, Marketing operations, and agency collaboration.
• Deep understanding of product and software development and the ability to evaluate architecture, integrations, data requirements, platform capabilities, and solution trade-offs.
• Deep understanding of generative AI, prompt and context engineering, machine learning, agentic workflows, data products, workflow automation, evaluation methods, and applying AI to Marketing processes and consumer experiences.
• Working knowledge of responsible AI practices, including human oversight, data privacy, intellectual property, brand safety, model evaluation, content provenance, bias mitigation, access controls, and risk management.
• Demonstrated product leadership, technical depth, stakeholder-centered problem solving, and experience using Hyper Delivery Methods or similar iterative delivery approaches.
• Ability to align senior stakeholders and lead cross-functional teams without direct authority.
• Ability to communicate complex technical, data, and AI concepts in clear business language and create executive-ready recommendations, product narratives, roadmaps, and investment cases.
• Must reside within commuting distance of Under Armour’s Baltimore, Maryland headquarters.
• Ability to work four days per week in the office under the hybrid schedule.

Nice To Haves

• Experience establishing AI evaluation frameworks, human-in-the-loop controls, content provenance standards, or responsible AI governance for Marketing use cases.
• Experience developing AI-enabled workflows for creative ideation, content generation, asset variation, campaign planning, consumer insights, audience selection, localization, measurement, or optimization.
• Advanced product management, Marketing technology, cloud, data, AI/ML, or technology architecture certifications.

Responsibilities

• Define the multi-year vision, strategy, and roadmap for Marketing’s AI transformation, translating business priorities into product capabilities and measurable outcomes.
• Identify how AI, data, automation, and agentic technologies can improve Marketing planning, content, personalization, activation, optimization, and measurement.
• Define business outcomes and success measures, prioritize investments by business impact, and measure adoption and realized value.
• Drive outcomes such as faster campaign and content development, increased asset reuse, stronger personalization, improved campaign effectiveness, and measurable revenue, engagement, productivity, or cost benefits.
• Partner with Engineering, Architecture, Data, AI, Security, Privacy, Legal, and Marketing Operations to evaluate solutions and guide decisions concerning generative AI, agentic workflows, consumer data, MarTech platforms, content supply chains, model selection, human oversight, and enterprise integration.
• Turn Marketing opportunities into testable product hypotheses and use prototypes, pilots, data, research, and teammate feedback to determine what to scale, evolve, or stop.
• Enable rapid AI experimentation while maintaining appropriate controls for brand integrity, privacy, intellectual property, security, and responsible AI.
• Connect Marketing planning, creative, content, activation, personalization, media, commerce, and measurement across enterprise platforms and data; partner across functions to optimize the end-to-end Marketing value stream and broader consumer journey.
• Advise leaders on strategic opportunities, dependencies, risks, responsible AI, and investment priorities as the senior technical product voice for Marketing’s AI transformation.
• Develop executive-ready business cases, roadmaps, product reviews, and value-realization updates to support informed decisions.
• Establish consistent practices for product strategy, discovery, prioritization, experimentation, adoption, and value realization.
• Mentor Technical Product Managers and create repeatable approaches for responsibly scaling AI-enabled products across the enterprise.
• Establish the product priorities, roadmap, outcome measures, and delivery expectations for a dedicated cross-functional squad.

Benefits

• Paid UA Give Back volunteer days to support local community initiatives.
• Under Armour merchandise discounts.
• Competitive 401(k) plan matching.
• Maternity and parental leave for eligible and FMLA-eligible teammates.
• Health and fitness benefits, discounts, and resources, including programs to promote physical activity and overall well-being.

What This Job Offers

• Job Type: Full-time
• Career Level: Principal