Stephanie Linnartz stands as a beacon of leadership and innovation across varied industries, from hospitality to athletic performance. With over 30 years of experience, she has consistently demonstrated an ability to anticipate customer needs, mobilize large teams, and drive substantial growth and transformation. Her journey from Marriott International to Under Armour encapsulates a narrative of resilience, vision, and impactful leadership.
A Legacy of Leadership at Marriott International
Stephanie Linnartz’s tenure at Marriott International, the world’s largest hospitality company, is marked by strategic foresight and dynamic execution. Serving as the president, she oversaw a plethora of critical functions including hotel development, brand operations, marketing, sales, and technology. Her leadership was instrumental in transforming Marriott from a relatively small entity into a global hospitality giant, particularly with the acquisition of Starwood Hotels and Resorts in 2016.
“I believe in taking calculated risks.” When I left Marriott International after 25 years to become the CEO at struggling (and much smaller) sportswear retailer Under Armour, I was intrigued. Yes, it’s a CEO Job—but, given all the problems Under Armour has been facing for a long time, why this one?
Linnartz’s influence extended beyond operational excellence, shaping a strategic vision that redefined industry standards and fostered enduring customer loyalty. She was pivotal in crafting and implementing Marriott’s global strategy, which encompassed customer engagement and loyalty strategies that set new industry standards. The Bonvoy loyalty program, boasting 180 million members, is a testament to her vision of creating an ecosystem where customer relationships transcend transactional interactions and evolve into lifelong brand loyalty.
Navigating Through the Pandemic: A Catalyst for Change
The COVID-19 pandemic was a crucible for many industries, and hospitality was among the hardest hit. Marriott’s business plummeted by 90%, necessitating drastic measures such as laying off 80% of its workforce. For Linnartz, this period was both professionally and personally transformative. The pandemic’s impact, coupled with the passing of her mentor, Marriott CEO Arne Sorenson, from pancreatic cancer, prompted a profound reflection on life and career.
These events catalyzed Linnartz’s decision to seek new challenges and opportunities.
“Life is short,” she realized, and her longstanding aspiration to lead a company crystallized into a new direction.
This introspection and resolve ultimately led her to Under Armour, where she saw a platform to leverage her extensive experience and drive new growth.
Taking the Helm at Under Armour: A New Era of Innovation
In February 2023, Stephanie Linnartz assumed the role of President and Chief Executive Officer at Under Armour, a leading athletic performance brand. Her transition from hospitality to activewear might seem unconventional, but Linnartz quickly identified and harnessed the synergies between the two industries. Both sectors are fundamentally about connecting with consumers and fostering brand loyalty.
Linnartz’s strategy at Under Armour is multifaceted, focusing on global consumer demand, elevated design, and expanded sales. Her leadership philosophy, honed at Marriott, emphasizes the importance of consumer connections and creating products that resonate deeply with customers. This approach is reflected in her efforts to revitalize Under Armour’s brand presence and enhance its product offerings.
Empowering Women in Sports and Business
A significant aspect of Linnartz’s vision for Under Armour is her commitment to supporting female athletes and expanding the brand’s women’s business. She notes that women’s products account for less than 25% of Under Armour’s sales, a disparity she is determined to address. Linnartz is passionate about designing better products for women and believes in the potential for growth in this segment.
Her advocacy extends beyond product lines to broader representation in leadership roles. As one of the few women leading a major sports brand, Linnartz aims to inspire and support more women in executive positions across industries. She sees her role as an opportunity to drive significant change and foster an inclusive environment where women can thrive.
Strategic Initiatives and Future Plans
Linnartz’s strategic blueprint for Under Armour is anchored on three pillars: rebuilding brand heat in the U.S., delivering premium products, and strengthening the leadership team. Under Armour’s brand presence varies globally, with strong performance in Europe and Asia but needing revitalization in the U.S. Linnartz is committed to reigniting the brand’s appeal domestically through targeted marketing and innovative product offerings.
To bolster Under Armour’s product portfolio, Linnartz is focusing on the “better” and “best” segments of the pricing pyramid. This strategy involves not only improving product quality but also enhancing marketing and distribution efforts. Her recruitment of top talent, such as John Varvatos as Chief Design Officer, underscores her commitment to integrating style with performance.
Furthermore, Linnartz is dedicated to enhancing Under Armour’s retail experience. She emphasizes the importance of both physical store aesthetics and exceptional customer service. By balancing full-price stores with outlets, she aims to optimize Under Armour’s retail footprint and deliver a superior shopping experience.
Building a Collaborative and Innovative Culture
Central to Linnartz’s leadership ethos is the creation of a collaborative and innovative company culture. She believes that a motivated and engaged team is crucial for achieving business success. Linnartz spends considerable time with Under Armour’s employees, fostering a culture where people feel valued and empowered to excel.
Her approach to leadership is characterized by empathy, grit, and a relentless drive to win. She collaborates closely with Under Armour’s founder, Kevin Plank, whose passion for product and storytelling complements her operational expertise. Together, they are steering Under Armour towards a future of sustained growth and innovation.
Recognition and Impact
Stephanie Linnartz’s contributions to industry and leadership have not gone unnoticed. She was named one of Fortune’s Most Powerful Women in 2023 and featured in Forbes’ CEO Next 2021 list of up-and-coming leaders.
Her accolades, including recognition by Brand Innovators, Fast Company, and CNN, highlight her impact and influence.
Linnartz’s involvement in various boards and councils, such as The Home Depot Inc., the College of the Holy Cross, and the World Economic Forum, further attests to her leadership prowess. She is a sought-after speaker and panelist, sharing her insights and inspiring the next generation of leaders.
Conclusion: A Legacy of Innovation and Leadership
Stephanie Linnartz’s journey from Marriott International to Under Armour exemplifies her ability to navigate and lead through diverse challenges. Her visionary leadership, commitment to innovation, and dedication to empowering women set her apart as a transformative figure in modern business. As she continues to drive change at Under Armour, Linnartz’s legacy of leadership and impact will undoubtedly inspire and shape the future of both the hospitality and activewear industries.
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