Q. You were listed among the “Business Insider’s” 50 Most Innovative CMOs, for your work at Amazon. What stood out for you as your biggest accomplishment there?

Donkin: At Amazon, I was responsible for developing the Amazon, Prime and Kindle brands and global mass marketing plans. That included creative development and execution, media buying, and marketing across offline and online channels, through both internal teams and external agencies.

We worked cross-functionally to develop marketing models and analytics that supported efficient marketing investments. I am proud of having built the group from scratch into a 400-person organization. We validated the use of data-driven advertising models to build demand in a global online retail environment.

Q. You have worked for leading companies, pioneering the use of the internet for consumer marketing. What initiatives are you now leading at Under Armour that you are most excited about?

Donkin: Under Armour is more of a traditional manufacturer versus Amazon. It is a fast-moving environment and a super competitive market. The challenge is to present an authentic brand in growth channels like online and mobile environments. You have to be different, you have to innovate.

I see marketing as a business as much as a service. We have to make sure we align the Under Armour products with retailers and consumers, supporting all the different brands, and always maintaining our position as an innovator. To reach a digital audience, we built a diverse media plan, across all platforms – Snapchat, Facebook, YouTube, Instagram. We continue to outreach through traditional channels and connect every day with the UA audience online in an authentic way.

Mobile devices are a huge trend in reaching a younger audience. Not only enabling the transaction of the purchase, but also creating a brand experience for our fans. We engage them with games, for example, if you’ve seen our television campaigns with NBA All-star Stephen Curry and NFL quarterback Cam Newton, you see they are fast and nimble, touching lights. Our fans can engage with that experience through games on the UA Shop app. (Note: UA also created mobile apps for tracking nutrition, sleep, activity, and fitness habits, bringing consumer engagement to another level.)

Q. You also have held positions at Travelocity, Ask.com, Tickets.com and Colgate Palmolive. What career advice do you have for current URI College of Business Administration students?

Donkin: First, start by finding areas that you love and think are interesting. Build your career around those things. Then, always challenge yourself. Because of the speed of change in the world, you are always learning, always trying new things. Be uncomfortable. My own career has been so fun because of that. When I was at URI, I would never have guessed that technology would play such a role in my work. Today, technology will be part of every career path, so embrace it.

Q. Do you have memories of any specific student experiences at URI you’d like to share? Were you involved with any campus clubs or organizations?

Donkin: I enjoyed my time on campus and the personal relationships I made at my fraternity, Phi Kappa Psi. I am still friends with many of those guys. For me, it wasn’t all about partying, we raised money for charity. It was about being part of a community – both on-campus and off-campus. I also was part of intramural sports. Rather than being narrowly focused, it was a way to have fun and make a lot of connections.

Q. What else would you like the URI College of Business community to know?

Donkin: My best advice would be to challenge yourself. Always look to be an innovator – look for ways to get new ideas, from the world around you, not just from your boss. Follow thought leaders, get connected to them.  And, find ways to have balance, it keeps you fresh and curious. I love sports. I like to surf and go on long bike rides – being away from work and in that space lets your brain work in different ways. 

Find Andrew on LinkedIN.

Business Insider article: “The 50 most innovative CMOs in the world””

About Under Armour, Inc.
Under Armour (NYSE: UA, UA.C), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness™ platform powers the world’s largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at www.uabiz.com.