Sr. Director, Digital Merchandising & Content

Under Armour • Baltimore, MD

119d • $182,280 - $250,635

About The Position

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.

Requirements

• 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.

Responsibilities

• 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 through the go-to-market process.
• Champion and evolve Under Armour's SEO strategy—leading cross-functional education, alignment, and execution.
• 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.
• Lead the briefing and execution of branded and product content, outfitting, UGC, new functionality and more.
• Architect landing page strategies and new features that blend brand storytelling with conversion driving tactics.
• 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.

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.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Industry: Apparel Manufacturing
• Education Level: Bachelor's degree