Principal, AI Technical Product Manager- Marketing

Under Armour, Inc.; Baltimore (MD); Hybrid; USD 155,000 - 200,000; Full time

Benefits offered by this job

Paid UA Give Back volunteer days

UA merchandise discounts

Competitive 401(k) matching

Maternity and parental leave

Health & fitness benefits

Job summary

Under Armour is seeking a Principal, Technical Product Manager to own the strategy, roadmap, and end-to-end value realization of Marketing’s AI transformation portfolio. You will translate opportunities into a multi-year product vision, guide architecture trade-offs, data needs and operating-model changes, across Marketing, Data, AI, and Privacy teams.

You will lead discovery, rapid experimentation, and product evolution, aligning investment decisions, and ensuring responsible AI practices while

Qualifications

• Bachelor's degree with typically 12 years of experience in technical product management, software development, Marketing technology, or related roles.
• Master's degree with typically 10 years of equivalent experience in a product-led organization.

Responsibilities

• Define multi-year product vision and roadmap for Marketing’s AI transformation.
• Translate opportunities into testable hypotheses and scalable product initiatives.
• Lead cross-functional collaboration across Engineering, Data, AI, Security, Privacy, Legal, and Marketing Operations.
• Drive rapid experimentation while ensuring brand integrity, privacy and responsible AI.
• Connect marketing planning, content, activation, personalization, media, and measurement across platforms.
• Present executive-ready roadmaps and value-realization updates to leadership.
• Mentor Technical Product Managers and scale AI-enabled products across the enterprise.

Skills

Product leadership

Marketing technology

AI fluency

Communication

Technical product leadership

Enterprise influence

Strategy & roadmaps

Education

Bachelor's degree with 12+ years experience

Master's degree with 10 years experience

Tools

MarTech platforms

AI/ML tooling

Job description

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.

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.

Purpose of Role

The Principal, Technical Product Management is accountable for the strategy, roadmap, and end-to-end value realization of Marketing’s AI transformation portfolio. This role will translate complex Marketing opportunities into a multi-year product vision and prioritized roadmap, applying deep technical and product expertise to evaluate solution approaches, architecture trade-offs, data requirements, operating-model changes, and emerging AI technologies. Working across Marketing leaders, Global Process Owners, Creative, Media, Consumer Insights, Digital Commerce, Engineering, Architecture, Data, AI, Privacy, Legal, and Information Security teams, the Principal Technical Product Manager leads through influence to align investment and delivery decisions from discovery and rapid experimentation through production, adoption, and scale. This role focuses technology investment on the highest-value opportunities to modernize how Marketing plans, creates, activates, personalizes, measures, and optimizes consumer experiences. The position will deliver scalable AI-enabled products and workflows that increase Marketing speed, improve content effectiveness, strengthen consumer relevance, and generate measurable business value.

Reporting Structure:

Reports to the Consumer Technology Portfolio Lead. This is an individual contributor role that leads cross-functional work through influence rather than direct reporting authority. The Principal Technical Product Manager will have oversight of a dedicated cross-functional squad responsible for executing prioritized Marketing AI transformation initiatives. The role will establish the squad’s product priorities, roadmap, outcome measures, and delivery expectations.

Your Impact

• Own Product Vision & Strategy: Define the multi-year vision, strategy, and roadmap for Marketing’s AI transformation, translating business priorities into product capabilities and measurable outcomes. Identify how AI, data, automation, and agentic technologies can improve planning, content, personalization, activation, optimization, and measurement.
• Drive Business Value & Value Realization: Define business outcomes and success measures, prioritize investments based on business impact, and measure adoption and realized value. Drive outcomes such as faster campaign and content development, increased asset reuse, stronger personalization, improved campaign effectiveness, and measurable revenue, engagement, productivity, or cost benefits.
• Provide Technical Product Leadership: Partner across Engineering, Architecture, Data, AI, Security, Privacy, Legal, and Marketing Operations to evaluate solutions and guide decisions across generative AI, agentic workflows, consumer data, MarTech platforms, content supply chain, model selection, human oversight, and enterprise integration.
• Lead Discovery, Experimentation & Product Evolution: Turn emerging Marketing opportunities into testable product hypotheses, using prototypes, pilots, data, research, and teammate feedback to determine what to scale, evolve, or stop. Enable rapid AI experimentation while maintaining appropriate controls for brand integrity, privacy, intellectual property, security, and responsible AI.
• Orchestrate Across Enterprise Value Streams: Connect Marketing planning, creative, content, activation, personalization, media, commerce, and measurement across enterprise platforms and data. Partner across functions to optimize the end-to-end Marketing value stream and broader consumer journey.
• Influence Executive Decisions & Investment Priorities: Serve as the senior technical product voice for Marketing’s AI transformation, advising leaders on strategic opportunities, dependencies, risks, responsible AI, and investment priorities. Develop executive-ready business cases, roadmaps, product reviews, and value-realization updates to support informed decision-making.
• Elevate Product Management Standards: Establish consistent practices for product strategy, discovery, prioritization, experimentation, adoption, and value realization. Mentor Technical Product Managers and create repeatable approaches for responsibly scaling AI-enabled products across the enterprise.

Qualifications

• Education: Bachelor's degree with typically 12 years of experience in technical product management, software development, Marketing technology, digital product development, or technically adjacent roles in a product-led organization or Master's degree with typically 10 years of equivalent experience
• Product Leadership: Expertise in product strategy, discovery, multi-year roadmaps, prioritization, experimentation, outcome measurement, adoption, and value realization.
• Marketing Transformation Acumen: Strong understanding of modern Marketing processes and technology, including campaign planning, content operations, consumer engagement, personalization, media activation, and Marketing measurement.
• Business Acumen & Value Management: Ability to connect investment decisions to business outcomes, consumer impact, user adoption, operational performance, and realized value across an enterprise technology portfolio. Marketing process knowledge appropriate to the scope should include campaign planning, creative briefing, content development, asset management, localization, audience segmentation, media activation, personalization, campaign measurement, Marketing operations, and agency collaboration.
• Technical & Architectural Fluency: Deep understanding of product and software development, with the ability to evaluate architecture, integrations, data requirements, platform capabilities, and solution trade-offs.
• AI, Data & Automation Fluency: Deep understanding of generative AI, prompt and context engineering, machine learning, agentic workflows, data products, workflow automation, evaluation methods, and the application of AI to Marketing processes and consumer experiences.
• Experience establishing AI evaluation frameworks, human-in-the-loop controls, content provenance standards, or responsible AI governance for Marketing use cases is preferred.
• Experience developing AI-enabled workflows for creative ideation, content generation, asset variation, campaign planning, consumer insights, audience selection, localization, measurement, or optimization is preferred.
• Responsible AI & Governance: Working knowledge of responsible AI practices, including human oversight, data privacy, intellectual property, brand safety, model evaluation, content provenance, bias mitigation, access controls, and risk management.
• Enterprise Influence & Delivery: Demonstrated product leadership, technical depth, stakeholder-centered problem solving, and experience using Hyper Delivery Methods or similar iterative delivery approaches. Ability to align senior stakeholders and lead cross-functional teams without direct authority.
• Communication: Ability to communicate complex technical, data, and AI concepts in clear business language and create executive-ready recommendations, product narratives, roadmaps, and investment cases.

Workplace Location

• Location: This individual must reside within commuting distance from our Baltimore, MD HQ office.
• Work Schedule: This role follows a hybrid work schedule, requiring 4 days in-office per week
• Travel: Minimal (<5% per year)
• Licenses/Certifications: Advanced product management, Marketing technology, cloud, data, AI/ML, or technology architecture certifications are beneficial but not required.
• Sponsorship Eligibility: UA does not offer sponsorship of job applicants for employment-based work authorization for this position at this time.

Relocation

• No relocation provided

Base Compensation

$155,000.00-$200,000.00 USD Most new hires fall within this range and have the opportunity to earn more over time. Initial placement within the salary range, however, is based on an individual's relevant knowledge, skills and experience for the position. UA is committed to helping our teammates succeed and advance in their careers. Base salary is only one component of our competitive Total Rewards package.

Benefits & Perks

• 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- We offer teammates across the country programs to promote physical activity and overall well-being

Our Commitment to Equal Opportunity

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 or belief, 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, family or paternal status and any other characteristic protected by applicable law. Under Armour seeks to recruit, develop and retain the most talented people representing a wide variety of backgrounds and perspectives. If a reasonable accommodation is needed to participate in the job application or interview process, please contact our Human Resources team via [e-mail].