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fter starting her career as an account manager for communications and advertising agency Saatchi & Saatchi, Heidi Sandreuter knew she wanted a larger role in the marketing and ad world.
“I went off to business school because I wanted to be a part of the entire marketing puzzle, not just advertisement,” Sandreuter said.
Heidi Sandreuter
UNDER ARMOUR
Shortly after graduating from Northwestern’s Kellogg School of Management,
Sandreuter landed a job at Pepsi, a position she said allowed her to “work out a lot of different marketing muscles.”
“Pepsi was innovative and scrappy as No. 2,” she said.
Sandreuter proceeded to drive Pepsi’s activation around athlete and league sponsorships. That meant directing the company’s presence with NASCAR and the Dew Tour, and through the World Series and Super Bowl. But earlier this year, Sandreuter left to join another of what she calls “challenger” brands: Under Armour, working in the women’s marketing division. She said it was a move that aligned with a personal purpose.
“I wanted to be a part of how Under Armour, this incredibly strong and powerful brand, albeit a very masculine-oriented brand, was going to be more relevant to women and be seen as a brand for women,” Sandreuter said.
As the company’s vice president of women’s marketing, Sandreuter has been instrumental in the brand’s $15 million “I Will What I Want” campaign, its largest-ever campaign targeting women.
“I am so fortunate to be a part of this team and a part of this marketing story,” Sandreuter said. “I had a feeling that this would really be a part of marketing history.”
— Anna Hrushka
