Principal, AI Technical Product Manager- Marketing

This role is accountable for the strategy, roadmap, and end-to-end value realisation of Marketing's AI transformation portfolio, translating complex Marketing opportunities into a multi-year product vision and prioritised roadmap. It reports to the Consumer Technology Portfolio Lead and is an individual contributor position that leads cross-functional work through influence rather than direct reporting authority. The role has oversight of a dedicated cross-functional squad responsible for executing prioritised Marketing AI transformation initiatives, establishing the squad's product priorities, roadmap, outcome measures, and delivery expectations.

• Own 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, personalisation, activation, optimisation, and measurement.
• Define business outcomes and success measures, prioritise investments based on business impact, and measure adoption and realised value, driving faster campaign and content development, increased asset reuse, stronger personalisation, improved campaign effectiveness, and measurable revenue
• Engagement, productivity, or cost benefits.
• 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.
• 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.
• Connect Marketing planning, creative, content, activation, personalisation, media, commerce, and measurement across enterprise platforms and data to optimise the end-to-end Marketing value stream and broader consumer journey.
• Serve as the senior technical product voice for Marketing's AI transformation, advising leaders on strategic opportunities, dependencies, risks, responsible AI, and investment priorities, and developing executive-ready business cases, roadmaps, product reviews, and value-realisation updates.
• Establish consistent practices for product strategy, discovery, prioritisation, experimentation, adoption, and value realisation, and mentor Technical Product Managers to create repeatable approaches for responsibly scaling AI-enabled products across the enterprise.
• Establish the dedicated cross-functional squad's product priorities, roadmap, outcome measures, and delivery expectations.

• 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 organisation, or a Master's degree with typically 10 years of equivalent experience.
• Expertise in product strategy, discovery, multi-year roadmaps, prioritisation, experimentation, outcome measurement, adoption, and value realisation.
• Strong understanding of modern Marketing processes and technology, including campaign planning, content operations, consumer engagement, personalisation, media activation, and Marketing measurement.
• Marketing process knowledge appropriate to the scope, including campaign planning, creative briefing, content development, asset management, localisation, audience segmentation, media activation, personalisation, campaign measurement, Marketing operations, and agency collaboration.
• Ability to connect investment decisions to business outcomes, consumer impact, user adoption, operational performance, and realised value across an enterprise technology portfolio.
• Deep understanding of product and software development, with the ability to evaluate architecture, integrations, data requirements, platform capabilities, and solution trade-offs.
• 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.
• 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.
• Demonstrated product leadership, technical depth, stakeholder-centred 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.
• Ability to communicate complex technical, data, and AI concepts in clear business language and create executive-ready recommendations, product narratives, roadmaps, and investment cases.

• Experience establishing AI evaluation frameworks, human-in-the-loop controls, content provenance standards, or responsible AI governance for Marketing use cases.
• Experience developing AI-enabled workflows for creative ideation, content generation, asset variation, campaign planning, consumer insights, audience selection, localisation, measurement, or optimisation.
• Advanced product management, Marketing technology, cloud, data, AI/ML, or technology architecture certifications are beneficial but not required.

• The individual must reside within commuting distance of the Baltimore, MD HQ office.
• Hybrid work schedule requiring 4 days in-office per week.
• Minimal travel (less than 5% per year).
• No relocation provided.
• Sponsorship of job applicants for employment-based work authorisation is not offered for this position at this time.

• Paid "UA Give Back" Volunteer Days, working alongside the team to support initiatives in the local community.
• Under Armour merchandise discounts.
• Competitive 401(k) plan matching.
• Maternity and parental leave for eligible and FMLA-eligible teammates.
• Health and fitness benefits, discounts, and resources, with programmes offered across the country to promote physical activity and overall well-being.
• Base salary is only one component of a competitive Total Rewards package.

Under Armour is committed to empowering those who strive for more, and its values — Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality — serve as both a roadmap for its teams and the qualities expected of every teammate. These values define and unite the company, acting as the red thread that connects everyone and fuelling everything it does. Under Armour's pursuit of better begins with innovation and its team's mission of being the best, giving teammates the freedom to go further no matter their role by developing, delivering, and selling state-of-the-art products and digital tools that make top performers even better.