Lead, Social Media Outdoor

Values & Innovation

At Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate. Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour.

Our values are rallying cries, reminding us why we're here, and fueling everything we do. Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state-of-the-art products and digital tools that make top performers even better.

If you are a current Under Armour teammate, apply to this position on the Internal Career Site Here.

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.

• Own editorial planning for UA’s Outdoor social channels across platforms– including Instagram, Tik Tok, You Tube, 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

• 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, Tik Tok, and You Tube
• Proven ability to collaborate cross-functionally and influence without direct authority
• Highly organized, detail-oriented, and comfortable managing multiple content streams simultaneously
• Passion for outdoor culture, fishing, service, or purpose-driven storytelling is a strong plus
• Experience with Adobe Premiere, Photoshop, and Lightroom a plus

• Location:
  
  This individual must reside within commuting distance from our Baltimore HQ office.
• Work Schedule:
  
  This role follows a hybrid work schedule, requiring 4 days in-office per week.
• Travel:
  Minimal
• Licenses/Certifications:
  
  N/A
• Sponsorship Eligibility: UA does not offer sponsorship of job applicants for employment-based…