Role Overview:
The Senior Marketing Manager MENA will lead the development and execution of Under Armour's brand and category marketing strategy across the Middle East & North Africa region. Aligning global brand strategy with local cultural insights and regional business objectives, this role delivers locally relevant brand strategy across channels to increase brand awareness, consumer engagement, and commercial impact.
The role is responsible for driving brand heat through integrated marketing campaigns, strong athlete and partner activations, and close collaboration with regional and global teams. The ideal candidate is a strategic thinker with hands-on execution experience, strong regional market knowledge, and a passion for sport, performance, and culture.
Key Responsibilities:
- Develop and execute an integrated regional marketing strategy aligned with Under Armour's global brand vision and Athlocity commercial objectives.
- Own seasonal and annual marketing plans across key product categories.
- Translate global campaigns into locally relevant activations that resonate with MENA consumers.
- Develop a sports marketing strategy for MENA that aligns with the Global brand strategy.
- Lead end-to-end execution of brand campaigns across digital, retail, wholesale, PR, social, athletes and events.
- Manage athlete, influencer, and partner marketing activations, ensuring authenticity and brand alignment.
- Oversee regional product launches and key commercial moments.
- Leverage consumer insights, cultural trends, and performance data to inform strategy and optimize campaigns.
- Monitor market dynamics, sales data, competitor activity, and emerging opportunities across the region.
- Work closely with Retail, Sales, E-commerce, Merchandising, Communication, Retail Brand Marketing and Global Marketing teams.
- Work closely with the sports marketing team to oversee the execution of sports marketing strategy and maintain relationships with athletes, brand ambassadors and clubs.
- Partner with regional agencies to ensure consistent brand execution.
- Define, own and manage the regional marketing budget, ensuring efficient spend and ROI.
- Track, analyze, and report campaign performance against KPIs, providing actionable insights and recommendations.
- Own and deliver budget and campaign reporting to Global Marketing team.
- Act as the regional marketing lead and key brand guardian for MENA.
- Influence and align internal and external stakeholders around strategic priorities.
- Mentor and develop junior marketing team members (if applicable).
Skills & Experience:
- 8-10+ years of progressive marketing experience, preferably within sports, fashion, lifestyle, or FMCG brands.
- Proven experience managing multi-market marketing strategies within the MENA region.
- Strong understanding of digital marketing, social media, influencer marketing, and retail activations.
- Experience working with global brand frameworks and adapting them locally.
- Excellent project management and organizational skills.
- Financial acumen, data-driven decision-making and analytical capability.
- Strong communication, presentation, and storytelling skills.
- Ability to thrive in a fast-paced, matrixed, and entrepreneurial environment.
- Passion for sport, performance, and youth culture.
- Bachelor's Degree in Business Administration or Marketing.
- Master's degree in Marketing is preferred.
- Fluent in English (written and spoken), Arabic is an asset.
