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Under Armour - Director of Audience Developement

Summary

Director of Audience Development will set strategy and oversee day-to-day execution of driving consumers to Under Armour’s digital platforms. The role will focus on seeding and distributing content through owned, earned, paid and partnered media driving Under Armour community and app adoption. This role reports to the Vice President Digital Marketing, and will work closely with Under Armour’s brand, creative, PR and category teams. 

Essential Duties and Responsibilities include the following. Other duties may be assigned.

  • Develop a world-class audience acquisition strategy employing every Under Armour touch-point – search, social, site, in-store, partners, wholesalers, etc
  • Optimization of social programming strategy across social networks with emphasis on growing monthly traffic and downloads to Under Armour communities
  • Growing install base and monthly active users for Under Armour brand community and app
  • Developing a cost-per-acquisition model to determine media’s effectiveness 
  • Analyzing campaigns and proposed media deals to determine efficiency
  • Developing deals and maintaining relationships with social and digital influencers, publishers, partners, and platforms to drive additional content distribution
  • Supporting live event coverage (Super Bowl, NBA All-star Game, etc) including lead up content marketing plan, real time marketing and distribution of content
  • Collaborating with analytics team to evaluate data to optimize daily marketing and programming efforts, and make strategic recommendations to editorial teams
  • Constant evaluation of new social/digital platforms, marketing services and ad products; maintaining up-to-date knowledge of industry trends and developments

 

 

Qualifications

  • Excellent written and verbal communication and presentation skills
  • Thorough understanding of the relationships of social media and SEO to traffic
  • Ability to manage teams, mentoring and providing creative guidance
  • Familiarity with digital analytics and tools such as Omniture, Comscore, Netbase, Networked Insights, Google Analytics, YouTube analytics, Flurry and Facebook Insights
  • Background in developing experiences that drive engagement in social space
  • Strong familiarity with content aggregators and destinations such as Reddit StumbleUpon, and Buzzfeed

Education and/or Experience                                                    

  • 10+ years of digital marketing and social media experience at media, entertainment or creative brand or interactive agency
  • Experience in multiplatform content extensions and content seeding
  • Proven track record driving traffic and building audiences via owned, earned, paid and partners media
  • Deep knowledge of ad products across Facebook, Twitter, Tumblr, Outbrain, Taboola, Social Reactor and others
  • Experience developing organic and paid app marketing campaigns with focus on driving repeat/active usage

 

 

 

 


  • City: Baltimore
  • Job posted on: Dec. 8, 2014
  • Posting expires on: Jan. 7, 2015
  • Respond to: lfitzgerald@underarmour.com
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