Principal, AI Technical Product Manager- Marketing

Build and scale Under Armour’s Marketing AI transformation as a Principal Technical Product Manager. In this onsite, hybrid role in Baltimore, you will shape a multi-year product vision, drive end-to-end value realization, and lead cross-functional delivery of scalable AI-enabled products and workflows that improve how campaigns are planned, personalized, activated, optimized, and measured.

What you’ll deliver

• Define the multi-year vision, strategy, and roadmap for Marketing’s AI transformation, translating business priorities into product capabilities and measurable outcomes.
• Identify where AI, data, automation, and agentic technologies can improve planning, content, personalization, activation, optimization, and measurement.
• Set business outcomes and success measures, prioritize investments based on business impact, and track adoption and realized value.
• Drive results such as faster campaign and content development, increased asset reuse, stronger personalization, improved campaign effectiveness, and measurable revenue, engagement, productivity, or cost benefits.
• Connect Marketing planning, creative, content, activation, personalization, media, commerce, and measurement across enterprise platforms and data.
• Optimize the end-to-end Marketing value stream and broader consumer journey in partnership with relevant functions.

How you’ll work

• Partner with 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.
• Serve as the senior technical product voice for Marketing’s AI transformation, advising leaders on strategic opportunities, dependencies, risks, responsible AI, and investment priorities.
• Create executive-ready business cases, roadmaps, product reviews, and value-realization updates to support informed decision-making.
• Establish consistent practices for product strategy, discovery, prioritization, experimentation, adoption, and value realization.
• Mentor Technical Product Managers and build repeatable approaches for responsibly scaling AI-enabled products across the enterprise.

Requirements

• Bachelor’s degree with typically 12 years of experience in technical product management, software development, Marketing technology, digital product development, or technically adjacent roles (or Master’s degree with typically 10 years equivalent experience).
• Expertise in product strategy, discovery, multi-year roadmaps, prioritization, experimentation, outcome measurement, adoption, and value realization.
• Strong understanding of modern Marketing processes and technology, including campaign planning, content operations, consumer engagement, personalization, media activation, and Marketing measurement.
• Ability to link investment decisions to business outcomes, consumer impact, user adoption, operational performance, and realized value across an enterprise technology portfolio.
• Deep understanding of product and software development, including the ability to evaluate architecture, integrations, data requirements, platform capabilities, and solution trade-offs.
• Deep understanding of generative AI and related areas, including prompt and context engineering, machine learning, agentic workflows, data products, workflow automation, evaluation methods, and applying 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 and technical depth, with experience using Hyper Delivery Methods or similar iterative delivery approaches.
• Ability to align senior stakeholders and lead cross-functional teams through influence 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.

Benefits

• Paid UA Give Back Volunteer Days
• 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

Role details

• Location: Baltimore, MD (onsite). Hybrid schedule with 4 days in-office per week.
• Travel: Minimal (<5% per year).
• Reporting: Reports to the Consumer Technology Portfolio Lead. Individual contributor role that leads cross-functional work through influence.
• Squad oversight: Establishes the squad’s product priorities, roadmap, outcome measures, and delivery expectations.
• Relocation: No relocation provided.
• Authorization: UA does not offer sponsorship of job applicants for employment-based work authorization for this position at this time.

Base compensation: $155,000.00-$200,000.00 USD per year.