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Vice President, E-Commerce, Americas

Under Armour

Baltimore, Maryland
posted October 18, 2021

Under Armour has one mission: to make you better. We have a commitment to innovation that lies at the heart of everything we do, not just for our athletes but also for our teammates. As a global organization, our teams around the world push boundaries and think beyond what's expected. Together our teammates are unified by our values and are grounded in our vision to inspire you with performance solutions you never knew you needed but can’t imagine living without.

Position Summary

The vice president, Americas, e-commerce will be responsible for defining UA’s strategy for e-commerce and for creating a world-class digital shopping experience for the UA consumer throughout the region. Reporting to the senior vice president, direct to consumer and serving as a member of the Americas Revenue Leadership Team, the incumbent will build, manage and lead the e-commerce function, including e-commerce operations, third-party e-commerce, experience and omnichannel strategy.

Essential Duties and Responsibilities

  • Develop and drive e-commerce strategy for all Americas leveraging our website and mobile platforms.
  • Utilize knowledge of establishing and operating an e-commerce business to identify, recommend and execute strategies to further elevate our position within the Americas.
  • Deliver on UA’s ambitious e-commerce revenue targets through direct management of the centralized Americas e-commerce functions.
  • Build cross-functional relationships with brand marketing and merchandising teams to ensure alignment across e-commerce initiatives.
  • Collaborate with brand and product teams to develop vision and strategy for consumer experiences, balancing business needs with technological capabilities.
  • Drive regional omnichannel strategy for all direct-to-consumer experiences as well as all third-party e-commerce businesses (e.g., wholesale partner experiences).
  • Develop the nascent product management function to drive strategy and consistency into all core e-commerce experiences.
  • Lead the digital product teams to establish and execute on an effective, prioritized road map to deliver on key revenue-driving initiatives.
  • Provide regular communication to executive leadership on progress against financial plan.
  • Build and ensure a cohesive, high-performing technical team to deliver Under Armour’s growth goals.
  • Research industry trends, leading the e-commerce teams to test, learn and capitalize on opportunities.
  • Closely work with the Americas retail team to create an industry-leading shopping experience that bridges the gap between physical and digital retail.
  • In partnership with regional merchandising teams, manage and optimize the online assortment while managing seasonal promotions and price management, product, and content/story presentation.
  • Keenly focused on elevating the brand presentation of our products and services while looking for synergies between in-store display and site merchandising to drive an intuitive and exciting D-to-C shopping experience.
  • Deliver upon new customer acquisition and customer retention goals as key enablers of planned top line growth.
  • Effectively collaborate with regional and global partners to meet the needs of our consumer across the Americas region.
  • Drive change by fostering a winning culture that elevates channel performance while driving teammate engagement.
  • Lead with Under Armour’s purpose, mission, vision, and values. Place these tenets at the core of all decisions to empower long-term sustainable growth.
  • Make data-driven decisions while constantly testing and learning and consistently providing post-program return on investment analysis paired with consumer insights to make recommendations to increase sales and drive a premium brand experience.


  • Shows visionary thinking and demonstrates expert knowledge to solve complex, organization-wide or externally facing issues
  • Strong relationship and consensus building skills
  • Track record of hiring, leading and training high-performing digital teams
  • Excellent communication skills and the ability to effectively present to senior leadership
  • Strong organizational and project management skills
  • Highly passionate problem solver with strong creative and analytical skills
  • Comfortable navigating competing initiatives and strategically prioritizing

Education and Experience

  • Fifteen-plus years of relevant business leadership experience
  • Eight-plus years of experience in e-commerce leadership
  • Master's degree preferred

At Under Armour, we're committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, and any other characteristic protected by applicable law. Under Armour believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool.