Tori Hanna
Senior Director Sports Marketing Run + Train · Under Armour
Towson, MDIn My Own Words
I am hard working, driven, results oriented, marketing enthusiast who thrives in a team environment. I have had the opportunity to work in many different capacities over the years to gain valuable experiences in building a strong, growing Brand. In my 16 years with the company I've led the Sports Marketing team in various categories (Women's, Training, Olympics, Digital, NCAA, Grassroots, Tennis, Run & Outdoor Performance). Being part of a young start-up with incredible growth and a "FIND A WAY” culture, I was able to learn all the areas of marketing (Brand Strategy, PR, Event Activation, Social Media, Creative, Product, Consumer Insights, Product Development), which today makes my a well rounded marketer.
I am passionate about mentoring the next generation of professionals. I mentor new employees and promising young men and women at Under Armour. I taught for 3 semesters at Georgetown in their Sports Industry Management Graduate Program, mentored students at Loyola College in Undergraduate Marketing classes and I've spoken on various panels including George Washington Women's panel, MIT Sloane and IEEE Conference.
Work Experience
Senior Director Sports Marketing Run + Train
Under Armour2018 – Present
Head of Sports Marketing for Run + Train categories. Responsible for developing asset strategies that strengthen & complement brand revenue-driving efforts. Oversee the partnership, 5 year planning and $80 million dollar business with Dwayne “The Rock Johnson Measure asset ROI through 360 activation plans, key metrics and consumer insights.
Director Sports Marketing Run, Train, Outdoor, Tennis
Under Armour2015 – 2018
Head of Sports Marketing for Run, Train, Outdoor Performance & Tennis categories. Responsible for developing asset strategies that strengthen & complement brand revenue-driving efforts. Manage Sports Marketing category managers tasked w identifying assets, negotiating contracts & activating partnerships. Lead the cross-functional teams that service and activate Tier-1 assets such as, Gisele Bundchen, Andy Murray, Sloane Stephens, Michael Phelps, Misty Copeland & Lindsey Vonn
Director Business Development Connected Fitness
Under Armour2013 – 2015
Key Leader charged w integrating newly acquired digital platforms, MyFitnessPal, MapMyFitness & Endomondo into Under Armour, creating the UA Connected Fitness eco-system. Grew UA Connected Fitness community from 130M users to 190M like-minded people through marketing campaigns like I WILL WHAT I WANT. Executed activation plans for athletes, events, influencers and media to promote Connected Fitness products and led Brand’s presence at 2015 Consumer Electronics Show.
Director Sports Marketing Olympics + Training
Under Armour2010 – 2013
Managed a cross functional task force of 14 people to create, coordinate and execute the brand platform for best-in-class Performance Innovation on a global stage at the 2008, 2010 & 2012 Olympic Games. Led acquisition and servicing of athletes & teams such as Michael Phelps, Lindsey Vonn, USA Gymnastics & USA Speed Skating. Led the creation of special make-up product for in competition and media use to increase brand exposure (ex. Grand-Slam Tennis apparel, Olympic Media Package, Track & Field Competition Apparel, Accessories & Footwear
Director Sports Marketing Womens
Under Armour2008 – 2013
Built & implemented a Business plan for Women’s Sports Marketing w the mission to authenticate the Brand in Women’s Team Sports Partnered w key influencers and studios in the fitness industry to increase brand awareness +6% in first year of implementation. Signed professional athletes in key sports and partnered w premier grassroots events to appeal to the target demographic of 13-18yo female athletes. Incl 26 Females @ 2008 Olympics. Managed a team of six to identify, sign and service professional athletes, collegiate properties, and grassroots initiatives
Manager Sports Marketing NCAA (Business Development)
Under Armour2003 – 2008
Opened satellite office in Denver, CO to better focus on west coast brand awareness. Negotiated contracts and serviced 48 NCAA teams & NCAA Tournament Gifts Implemented a company-wide buying program for colleges, club teams and high school teams that is still used today in Team Sales Collaborated w the apparel team to create uniforms unique to athlete needs.
Assistant Manager NCAA (Business Development)
Under Armou2002 – 2003
Travelled to 119 NCAA D1 Schools to promote and sell Under Armour to the teams. Created relationships w various members of the athletic department, finding creative ways to work around competitor contracts. Promoted Under Armour Products at the various coaches conventions and conferences.
First Intern
Under Armour2001 – 2002
Started career as Under Armour’s 19th employee, and first intern. Worked across product, sports marketing, creative, marketing, sales, sourcing, design, warehouse