Under Armour has tapped a digital commerce veteran to accelerate its customer experience strategy as the Baltimore-based brand works to regain momentum under founder Kevin Plank’s leadership.
Jillian Gorman Villalobos has joined Under Armour as Head of Digital Experience, bringing more than 15 years of experience driving digital transformation at major brands and retailers.
Villalobos expressed enthusiasm about the appointment in a statement shared on social media. She said she was thrilled to enter the sports industry and join the global athletic brand, noting her admiration for Under Armour’s commitment to community and youth development. She praised Plank’s vision for product innovation and his focus on serving athletes, adding that she’s proud to lead the acceleration of the digital experience as the brand enters its next chapter.
This hire supports Under Armour’s turnaround strategy
The appointment comes as Under Armour works to execute an ambitious turnaround plan under Kevin Plank, who returned as President and Chief Executive Officer in April 2024. Plank, who founded the company in 1996, had previously stepped aside as CEO in 2020 but resumed the role after the departure of Stephanie Linnartz, who lasted just over a year in the position.
Under Armour’s turnaround strategy focuses on four core pillars: product, story, service and team. The brand has been working to streamline operations, cutting 25 percent of its stock keeping units and reducing fabric selections by half since Plank’s return. The company expects its most significant product improvements to reach the market in Fall/Winter 2025, which falls in the second half of fiscal 2026.
The brand has also been investing heavily in leadership talent throughout 2024 and 2025. Notable appointments include Eric Liedtke, a longtime Adidas executive who joined as Executive Vice President of Brand Strategy, and Yassine Saidi, who became Chief Product Officer with experience at Adidas, Puma and European fashion houses.
Villalobos brings Fortune 50 digital experience
Villalobos most recently served as Head of Customer Experience Strategy at Samsung Electronics America, where she was responsible for comprehensive strategy across all commerce channels. Her role involved leading teams in digital merchandising, brand marketing, user experience design, operations and consumer engagement. Before Samsung, Villalobos spent approximately two years at Target, where she led digital experience and fulfillment strategy including services like Drive Up, Order Pickup and Same Day Delivery. Prior to that, she held a position in digital experience and product design at Total Wine & More from 2016 to 2018.
Her background also includes experience at Birdies, the women’s comfort footwear brand that was acquired by KNS International in June 2025. She has also been associated with VOX Wins, an AI-powered market insight platform for retail and ecommerce leaders, and is a member of the Retail AI Council. A Virginia Commonwealth University (VCU) alumna, Villalobos also completed executive education in business administration and management at the University of Virginia Darden School of Business.
