Category GM, Golf

Posted on Nov 14, 2018 by Under Armour

Baltimore, MD 21201
Leisure & Sport
Immediate Start
Annual Salary
Under Armour, via our dominating sports performance brand position, has built a strong foundation for both domestic and global growth in the coming years. At the core of this strong foundation, is the team sports athlete and consumer, whose loyalty to our brand has given Under Armour permission to expand and grow.

The General Manager-Golf will lead a cross-functional team of brand "zealots" with the goal of protecting the established foundation, developing business opportunities, and amplifying our brand voice around the world. Accountability and responsibility for all aspects of Under Armour's global business in this key sport.

The Golf GM focuses on growing the brand, creating demand, and driving sales across wholesale and direct-to-consumer channels by delivering powerful go-to-market global strategy and plans. This individual will also be responsible for driving and attaining internal alignment onproduct creation strategies across footwear, apparel andaccessories as well as strategic approach to distribution.



Responsibilities include establishing and meeting sales goals; P & L management; setting brand vision, market positioning and overall business strategy. This person will be charged with leveraging and activating existing assets (e.g. Jordan Spieth) and platforms as well as finding new impactful opportunities around the world. Working closely with athletes, NCAA teams and golf organization within the sport will be a critical function of the role.

  • Own Category Voice & Positioning - Be the "Gatekeeper" of the sport. Lead business unit consisting of members from Brand, Grassroots Activation and Sports Marketing to create a 3-year strategic plan for the category.

  • Category Strategic Marketing Direction - Own brand management for the category and develop category direction and strategy in partnership with a cross-functional team. Cross-functional team to include all product categories, PR, media, digital/social media, retail marketing, events, creative, and all distribution channel partners.

  • Drive Go To Market Strategies - Develop and own all Marketing "Big Stories" for the sport category. Design rolling 18-month marketing plan tied to business plan. Align internal parties across product, sales, marketing and other cross-functional partners. Set and manage budgets for all touch-points.

  • Partner with Product Teams - Be an active, influential and integrated part of the product team to ensure delivery of their business needs from a category standpoint. Have in depth knowledge of the business, calendar, market needs and trends.

  • Consumer and Business Analytics - Collaborate with internal and external partners to define the target consumer and develop metrics to evaluate our effectiveness in reaching that consumer. Use consumer research and business analysis to understand the competition, channel dynamics, consumer segmentation & positioning, product segmentation and sales performance.

  • Creative Management - Write creative briefs, help manage the creative development timeline and process, manage brand budgets, protect & develop brand voice across all consumer touch-points.

  • Activation - Create architecture of "when & where the story is told" - selection and drive of global campaign elements,. Manage collaboration of sports marketing and grassroots marketing to maximize ROI.

  • E-Commerce, Retail & Wholesale support - Partner with (and global sites) and in-store marketing to win in-store and online at both UA retail and wholesale doors on a global basis.

  • Partner with Sales Team - Assist sales team in sales meeting presentations and major account presentations/sell-ins.

  • Leadership - Build a great team. Leads across a variety of functions supporting the Golf category, including but not limited to Product, Merchandising, Supply Chain, Marketing, etc.


  • Strong understanding and experience in the Golf space and of the business of Golf.

  • Track record and proven success in leading a growing a global business.

  • Strong business and financial acumen with strengths in areas critical to the category and knowledge of the market and consumer

  • Ability to develop strategic marketing plans (long and short-term) and lead marketing vehicle prioritization (from advertising all the way through in-store).

  • Outstanding leadership skills. A leader with superior inspirational qualities who creates an atmosphere in which people work together enthusiastically and co-operatively to produce outstanding results and drives a passion to win. Ability to attract top talent from within and outside the organization.

  • Ability to develop and maintain effective working relationships with a variety of stakeholders; consultative and collaborative style that allows for influence without authority.

  • Possesses a strong point of view and is able to clearly articulate vision and strategy. Ability to "make a decision" and stand by it. Decisive in the face of ambiguity.

  • Thinks consumer-first and drives relevant strategies that drive preference and loyalty for UA.

  • Strong understanding of apparel construction and cost-engineering of apparel

  • A deep desire to get to "root cause"; able to synthesize complex or diverse information, while using intuition and experience to complement data.

  • Identifies and resolves problems in a timely manner; gathers and analyzes information skillfully; develops alternative solutions; works well in group problem solving situations.

  • Pushes beyond the obvious and is comfortable going into "unchartered" territory in setting direction for the team and organization.

  • Flexible and comfortable with a roll-up-your sleeves environment. A natural propensity to be hands-on.


  • BA required. MBA is helpful but not mandatory.

  • Experience in the business of golf preferred. Previous experience at a sports organization a plus.

  • Experience in multiple consumer products business disciplines preferred (i.e. Retail, Sales, Brand Marketing).

  • 10+ years of relevant marketing experience in a fast-paced, product-oriented, consumer-driven company.

  • Experience leading a team. Experience and success managing multi-million dollar budget and owning P&L accountability.

    At Under Armour, we are 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.
  • Reference: 561322481

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