📌 Core Information
🔹 Job Title: Sr. Manager, Brand Marketing
🔹 Company: Under Armour
🔹 Location: Huixquilucan, State of Mexico, Mexico
🔹 Job Type: Hybrid
🔹 Category: Marketing
🔹 Date Posted: 2025-07-29
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Driving regional brand strategy for Mexico and LATAM
- Executing integrated 360 campaigns across digital, social, retail, experiential, and PR
- Collaborating cross-functionally to maximize campaign effectiveness and sell-through
- Ensuring visibility and buy-in across global, AMS, and local stakeholders
- Optimizing campaign performance and driving measurable business results
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to work effectively with cross-functional teams and agencies.
📋 Key Responsibilities
✅ Lead the development of seasonal marketing plans for Mexico, rooted in the 5-Year Plan (5YP), and define seasonal KPIs that ladder up to growth targets.
✅ Collaborate with the LATAM Marketing Director to craft and roll out the regional Brand Strategy, using Mexico as the strategic blueprint for other markets.
✅ Translate global and regional brand priorities into country Mexico-level actions and timelines, ensuring early and effective alignment with internal stakeholders.
✅ Build and execute integrated 360 campaigns in Mexico, guiding local teams and agencies in crafting campaigns that resonate with the 16-24-year-old team sport athlete.
✅ Serve as a strategic partner to category, sales, and retail teams to maximize campaign effectiveness and sell-through.
✅ Ensure visibility and buy-in across global, AMS, and local stakeholders through clear timelines, briefs, and strategic updates.
✅ Own budget management for Mexico marketing activities, driving efficiencies and continuously measuring ROI.
✅ Monitor, analyze, and optimize campaign performance; apply insights to elevate future initiatives and drive measurable business results.
✅ Build a performance dashboard and ensure ongoing reporting of KPIs, consumer engagement metrics, and campaign effectiveness.
ASSUMPTION: This role involves a high level of strategic planning, campaign execution, and performance optimization, requiring strong analytical and leadership skills.
🎯 Required Qualifications
Education: Bachelor’s degree in Marketing, Business, Communications, or related field (Master’s preferred).
Experience: Minimum 8-10 years of progressive experience in brand marketing, with a strong track record of driving results through integrated campaigns.
Required Skills:
- Proven success in performance-driven marketing with measurable impact on awareness, engagement, and conversion
- Experience leading cross-functional teams and managing agency partners
- Prior experience in the sportswear, consumer goods, retail, or youth lifestyle categories preferred
- Strong strategic planning and campaign execution skills
- Excellent communication, presentation, and stakeholder management skills
- Fluency in English and Spanish
Preferred Skills:
- Experience working in the LATAM region
- Knowledge of the Mexican and LATAM markets
- Experience with Under Armour products and brand
ASSUMPTION: Candidates with experience in brand marketing, campaign management, and cross-functional team leadership are strongly encouraged to apply.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 USD per year (Based on industry standards for a Sr. Manager role in Mexico)
Benefits:
- Under Armour Merchandise Discounts
- Maternity and Parental Leave for eligible teammates
- Health & Fitness benefits, discounts, and resources
Working Hours: Full-time, with a hybrid work schedule requiring 3 days in-office per week through September 5, 2025, and 4 days per week starting September 8, 2025.
ASSUMPTION: The salary range is an estimate based on industry standards for a Sr. Manager role in Mexico. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Under Armour operates in the retail apparel and fashion industry, focusing on performance, brand, innovation, apparel, footwear, digital fitness, and technology.
Company Size: Under Armour has 10,001+ employees globally, with a significant presence in the LATAM region.
Founded: 1996, with headquarters in Baltimore, Maryland, USA
Company Description:
- Under Armour is obsessed with being better, stronger, and more focused than anyone else in the industry.
- The company's mission is to make athletes better through performance solutions that inspire and improve their performance.
- Under Armour's values include love for athletes, celebration of wins, standing for equality, acting sustainably, and fighting on together.
Company Specialties:
- Performance and innovation in apparel, footwear, and digital fitness technologies
- Brand marketing and consumer engagement strategies
- Global expansion and market penetration in the LATAM region
Company Website: http://www.underarmour.com
ASSUMPTION: Under Armour's focus on performance, innovation, and consumer connection makes it an attractive employer for marketing professionals seeking to make an impact in the sportswear industry.
📊 Role Analysis
Career Level: Senior Manager
Reporting Structure: Reports directly to the Director of Marketing for LATAM
Work Arrangement: Hybrid, with a flexible work schedule that balances in-office and remote work
Growth Opportunities:
- Potential advancement to a regional marketing director role within Under Armour's LATAM operations
- Expansion of responsibilities to include additional markets within the LATAM region
- Development of leadership and management skills through cross-functional team collaboration and stakeholder management
ASSUMPTION: This role offers significant growth potential for candidates with strong leadership skills and a proven track record in brand marketing.
🌍 Location & Work Environment
Office Type: Under Armour's Mexico office is a modern, collaborative workspace designed to foster creativity and innovation.
Office Location(s): Huixquilucan, State of Mexico, Mexico
Geographic Context:
- Huixquilucan is a suburban municipality located approximately 15 kilometers northwest of Mexico City
- The region is home to a diverse mix of industries, including retail, technology, and finance
- Under Armour's Mexico office is conveniently located near major transportation hubs and amenities
Work Schedule: Full-time, with a hybrid work schedule requiring 3 days in-office per week through September 5, 2025, and 4 days per week starting September 8, 2025.
ASSUMPTION: Under Armour's Mexico office provides a dynamic and engaging work environment, with opportunities for collaboration and professional growth.
💼 Interview & Application Insights
Typical Process:
- Online application review and resume screening
- Phone or video screening with the HR team
- In-depth behavioral and skills-based interviews with the hiring manager and cross-functional stakeholders
- Final interview with the Director of Marketing for LATAM
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and planning skills
- Campaign execution and project management abilities
- Cross-functional team leadership and stakeholder management
- Performance optimization and data-driven decision-making
- Cultural fit and alignment with Under Armour's values
Application Tips:
- Tailor your resume and cover letter to highlight your brand marketing experience, campaign management skills, and leadership abilities
- Prepare examples of successful brand marketing campaigns you've executed, emphasizing results and impact
- Research Under Armour's brand, values, and market presence in the LATAM region to demonstrate your understanding of the company and its goals
ATS Keywords: Brand Marketing, Campaign Management, Cross-Functional Team Leadership, Performance Optimization, Strategic Planning, Consumer Engagement, LATAM, Mexico, Hybrid Work Schedule
ASSUMPTION: Under Armour's interview process is designed to assess candidates' strategic thinking, leadership skills, and cultural fit, with a focus on their ability to drive brand marketing success in the LATAM region.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Docs, Sheets, Slides)
- Project management tools (Asana, Trello, Jira)
- Social media management platforms (Hootsuite, Sprout Social, Buffer)
- Marketing automation and analytics tools (Marketo, Google Analytics, Adobe Analytics)
ASSUMPTION: Familiarity with industry-standard marketing tools and platforms is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Love Athletes: Under Armour is committed to making athletes better through innovative performance solutions
- Celebrate the Wins: The company celebrates its victories, big and small, and recognizes the accomplishments of its teammates
- Stand for Equality: Under Armour is dedicated to promoting fairness, equity, and respect in all aspects of its business
- Act Sustainably: The company is committed to working ethically and efficiently to protect the planet for future generations
- Fight On Together: Under Armour fosters a collaborative and supportive work environment, encouraging teammates to overcome obstacles together
Work Style:
- Strategic and data-driven approach to brand marketing
- Collaborative and cross-functional teamwork
- Agile and adaptable in response to changing market conditions
- Focused on driving results and continuous improvement
Self-Assessment Questions:
- How do you demonstrate your love for athletes in your approach to brand marketing?
- Can you provide an example of a time when you celebrated a significant win and how you involved your team in the celebration?
- How have you advocated for fairness and equity in your previous roles, and how would you apply these principles at Under Armour?
ASSUMPTION: Candidates who align with Under Armour's values and work style are more likely to succeed in this role and contribute to the company's continued growth and success.
⚠️ Potential Challenges
- Managing a hybrid work schedule and balancing remote and in-office work
- Navigating the unique cultural and market dynamics of the LATAM region
- Adapting to the fast-paced and ever-evolving nature of the retail apparel and fashion industry
- Balancing the demands of global, regional, and local stakeholders
ASSUMPTION: These challenges require strong leadership, adaptability, and a strategic mindset to overcome successfully.
📈 Similar Roles Comparison
- Unlike traditional brand marketing roles, this position requires a strong focus on performance-driven marketing and measurable results
- Under Armour's emphasis on innovation, consumer connection, and brand authenticity sets it apart from competitors in the retail apparel and fashion industry
- This role offers significant growth potential for candidates with a proven track record in brand marketing and a strong understanding of the LATAM market
ASSUMPTION: Candidates with experience in performance-driven marketing and a deep understanding of the LATAM region are well-suited to this role and the unique challenges it presents.
📝 Sample Projects
- Developing and executing a successful brand awareness campaign for Under Armour's Mexico launch, resulting in a 30% increase in brand recall among target consumers
- Collaborating with cross-functional teams to create and implement a regional brand strategy for Under Armour's LATAM expansion, driving a 25% increase in market share within the first year
- Optimizing Under Armour's digital marketing efforts in Mexico, leading to a 20% increase in online sales and a 35% improvement in customer engagement metrics
ASSUMPTION: These sample projects demonstrate the strategic, data-driven, and collaborative approach required for success in this role.
❓ Key Questions to Ask During Interview
- Can you describe the most significant brand marketing challenge Under Armour has faced in the LATAM region and how the company addressed it?
- How does Under Armour support the professional development and growth of its marketing teammates?
- Can you provide an example of a time when Under Armour's brand values influenced a marketing decision or campaign?
- What are the key priorities for the first 90 days in this role, and how can I contribute to their successful execution?
- How does Under Armour measure the success of its brand marketing campaigns, and what metrics are most important for this role?
ASSUMPTION: These questions demonstrate your interest in Under Armour's brand, culture, and the specific challenges and opportunities presented by this role.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your brand marketing experience, campaign management skills, and leadership abilities
- Prepare examples of successful brand marketing campaigns you've executed, emphasizing results and impact
- Research Under Armour's brand, values, and market presence in the LATAM region to demonstrate your understanding of the company and its goals
- Follow up with the Under Armour HR team one week after submitting your application to inquire about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
