Varsity Brands
About Varsity Spirit
For over 50 years, Varsity Spirit has been the leading global source for all things spirit, including cheerleading, dance team, performing arts and yearbook. Focused on safety, entertainment and traditional school leadership, Varsity Spirit’s 5,000+ employees are dedicated to celebrating school spirit. A leader in apparel innovation, educational camps, clinics, competitions, and yearbook, Varsity Spirit impacts more than a million athletes each year.
Our Commitment to Safety At Varsity Spirit, the safety and wellbeing of the young people we serve is of the utmost importance. Since our inception 50 years ago, we have been – and remain – steadfastly committed to doing our part to create a safe and positive environment for our participants’ physical, emotional, and social development, and promoting an environment free from abuse and misconduct. Varsity has a zero tolerance for abuse in its programs, events, and associated business activities. Varsity is committed to reporting all suspicions, allegations, and incidents of abuse in full accordance with local laws and reporting requirements.
Location and Work Type Location:
Memphis, TN.
Work Type:
Onsite Varsity Spirit HQ 4 days per week; Fridays are remote.
Travel & Location Expectations:
( Vice President, Retail & D2C (Direct-to-Consumer) Lead all existing retail and direct-to-consumer operations and spearhead Varsity Spirit’s strategic growth in this area. The Vice President, Retail & D2C will report directly to Varsity Spirit’s Head of Retail/D2C and Chief Marketing Officer and will collaborate closely with other senior executives across the Varsity Brands enterprise. The role will sit on the Varsity Brands Leadership Council (VBLC).
What You Will Do Owned & Operated Event-Based Retail:
Lead Varsity Spirit’s in‑house retail distribution and operations team (“Varsity Spirit Shop”) that activates across our extensive event footprint. Teams operate on‑site retail stores at national and regional camps and competitions, managing all on‑site operations. Responsibilities include overseeing product creation and design, sourcing and procurement, inventory management, pricing, distribution from central warehouse operations to event sites, on‑site operations and day‑of‑event staffing and CX, marketing support, and overall program management.
B2B2C and B2C Ecommerce:
Expand Varsity Spirit’s ecommerce business by harnessing the passion of the Varsity Spirit ecosystem, offering products that resonate with our core customers in new and unique areas. The role will utilize best‑in‑class ecommerce technology to directly engage customers using our extensive ecosystem and rich data sets (B2C), as well as utilizing Varsity Brands extensive in‑house capabilities for customized school/gym products offered through team sales channels (B2B2C). The leader must partner with leadership to create an omnichannel strategy to drive ecommerce sales before, during, and after event‑based retail opportunities.
External Partner Event-Based Retail:
Oversee and manage outsourced event retail operations with Varsity Spirit’s current and potential future partners. Lead the relationship with existing and future third parties to ensure mutual success and grow product sales through partner sales channels. Includes strategic assessment of which event operations should be owned/operated vs. outsourced, in collaboration with Corporate Partnerships.
In addition to leadership of Retail and D2C Channels, the Vice President will also oversee all relevant products across traditional cheer, dance, and band categories, as well as emerging categories (e.g., lifestyle, activewear).
Core Responsibilities D2C Brand Expertise and Merchandising / Product Strategy:
Lead efforts to source (design or buy) new products and create a revamped merchandising strategy, offering products that directly appeal to consumers. Lead design, sourcing, sampling, procurement, and pricing efforts in collaboration with existing apparel functions.
Event-Based / “Pop‑up” Retail Operations:
Leadership of existing teams and future growth for all operations of on‑site retail functions. Focus on growing same‑store sales and maximizing per‑capita sales through innovative products and enhanced customer experience.
Ecommerce Strategy & Operations:
Drive overall ecommerce strategy and operations. Significantly expand sales by upgrading UI/UX, improving product selection, and enhancing the overall consumer experience.
Omnichannel Management:
Cultivate a self‑reinforcing omnichannel ecosystem that works in harmony across competitions, camps, and team apparel sales.
Executive Influencing:
Serve as a senior partner to the Chief Transformation Officer and other business leaders to champion retail & direct‑to‑consumer initiatives across the portfolio.
Qualifications Knowledge/Skills/Abilities:
Data‑driven decision making with strong understanding of retail/D2C KPIs to drive engagement and customer loyalty.
Strong retail operations expertise, including experience leading inventory management and pricing functions, and teams focused on store operations.
Experience with retail inventory management systems and ecommerce tools (e.g., Shopify, Commerce Tools).
Direct orientation to problem solving and bias to taking concrete actions.
Deep curiosity and humility to quickly learn the nuances of the business.
Exceptional interpersonal and collaboration skills for relationship building at all levels of the organization.
Experience in live events, sports, media & entertainment preferred, but not required.
No prior experience in cheerleading, dance, or performing arts required.
Education/Experience:
At least 15 years’ experience within retail, ecommerce, merchandising, event‑based or direct‑to‑consumer retail sales functions.
Ecommerce management experience required; deep understanding of D2C/ecommerce with skills across merchandising, creative, UI/UX, marketing/advertising, and sales.
Bachelor’s degree; MBA preferred but not required.
Physical Requirements This job operates in a professional office environment. Largely a sedentary role with some filing requiring the ability to lift files, open filing cabinets, and bend or stand on a stool as necessary. The ability to sit or stand for long periods during meetings and while operating office equipment, PC’s, laptop, telephone will be required. During events, the ability to stand and walk for long periods of time (5+ hours) is required. The ability to communicate with customers and colleagues using radios, walkie‑talkies, text message and email is required. The ability to lift, bend, push, pull, and manipulate equipment that is a minimum of 30 lbs. is required.
Benefits
Comprehensive Health Care Benefits
HSA Employer Contribution/FSA Opportunities
Wellbeing Program
401(k) plan with company matching
Company‑paid Life, AD&D, and Short‑Term Disability
Generous My Time Off & Paid Holidays
Varsity Brands Ownership Program
Employee Resource Groups
St. Jude Partnership & Volunteer Opportunities
Employee Perks including discounts on personal apparel and equipment
Values
Service:
We lead with heart. We champion community.
Passion:
We love what we do. It fuels our purpose.
Integrity:
We do what we promise. We own our actions and decisions.
Respect:
We earn it by giving it. Because everyone deserves it.
Innovation:
We never stop striving to be better for ourselves and our community.
Transparency:
We are committed to openness and honesty in everything we do.
Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.
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Our Commitment to Safety At Varsity Spirit, the safety and wellbeing of the young people we serve is of the utmost importance. Since our inception 50 years ago, we have been – and remain – steadfastly committed to doing our part to create a safe and positive environment for our participants’ physical, emotional, and social development, and promoting an environment free from abuse and misconduct. Varsity has a zero tolerance for abuse in its programs, events, and associated business activities. Varsity is committed to reporting all suspicions, allegations, and incidents of abuse in full accordance with local laws and reporting requirements.
Location and Work Type Location:
Memphis, TN.
Work Type:
Onsite Varsity Spirit HQ 4 days per week; Fridays are remote.
Travel & Location Expectations:
( Vice President, Retail & D2C (Direct-to-Consumer) Lead all existing retail and direct-to-consumer operations and spearhead Varsity Spirit’s strategic growth in this area. The Vice President, Retail & D2C will report directly to Varsity Spirit’s Head of Retail/D2C and Chief Marketing Officer and will collaborate closely with other senior executives across the Varsity Brands enterprise. The role will sit on the Varsity Brands Leadership Council (VBLC).
What You Will Do Owned & Operated Event-Based Retail:
Lead Varsity Spirit’s in‑house retail distribution and operations team (“Varsity Spirit Shop”) that activates across our extensive event footprint. Teams operate on‑site retail stores at national and regional camps and competitions, managing all on‑site operations. Responsibilities include overseeing product creation and design, sourcing and procurement, inventory management, pricing, distribution from central warehouse operations to event sites, on‑site operations and day‑of‑event staffing and CX, marketing support, and overall program management.
B2B2C and B2C Ecommerce:
Expand Varsity Spirit’s ecommerce business by harnessing the passion of the Varsity Spirit ecosystem, offering products that resonate with our core customers in new and unique areas. The role will utilize best‑in‑class ecommerce technology to directly engage customers using our extensive ecosystem and rich data sets (B2C), as well as utilizing Varsity Brands extensive in‑house capabilities for customized school/gym products offered through team sales channels (B2B2C). The leader must partner with leadership to create an omnichannel strategy to drive ecommerce sales before, during, and after event‑based retail opportunities.
External Partner Event-Based Retail:
Oversee and manage outsourced event retail operations with Varsity Spirit’s current and potential future partners. Lead the relationship with existing and future third parties to ensure mutual success and grow product sales through partner sales channels. Includes strategic assessment of which event operations should be owned/operated vs. outsourced, in collaboration with Corporate Partnerships.
In addition to leadership of Retail and D2C Channels, the Vice President will also oversee all relevant products across traditional cheer, dance, and band categories, as well as emerging categories (e.g., lifestyle, activewear).
Core Responsibilities D2C Brand Expertise and Merchandising / Product Strategy:
Lead efforts to source (design or buy) new products and create a revamped merchandising strategy, offering products that directly appeal to consumers. Lead design, sourcing, sampling, procurement, and pricing efforts in collaboration with existing apparel functions.
Event-Based / “Pop‑up” Retail Operations:
Leadership of existing teams and future growth for all operations of on‑site retail functions. Focus on growing same‑store sales and maximizing per‑capita sales through innovative products and enhanced customer experience.
Ecommerce Strategy & Operations:
Drive overall ecommerce strategy and operations. Significantly expand sales by upgrading UI/UX, improving product selection, and enhancing the overall consumer experience.
Omnichannel Management:
Cultivate a self‑reinforcing omnichannel ecosystem that works in harmony across competitions, camps, and team apparel sales.
Executive Influencing:
Serve as a senior partner to the Chief Transformation Officer and other business leaders to champion retail & direct‑to‑consumer initiatives across the portfolio.
Qualifications Knowledge/Skills/Abilities:
Data‑driven decision making with strong understanding of retail/D2C KPIs to drive engagement and customer loyalty.
Strong retail operations expertise, including experience leading inventory management and pricing functions, and teams focused on store operations.
Experience with retail inventory management systems and ecommerce tools (e.g., Shopify, Commerce Tools).
Direct orientation to problem solving and bias to taking concrete actions.
Deep curiosity and humility to quickly learn the nuances of the business.
Exceptional interpersonal and collaboration skills for relationship building at all levels of the organization.
Experience in live events, sports, media & entertainment preferred, but not required.
No prior experience in cheerleading, dance, or performing arts required.
Education/Experience:
At least 15 years’ experience within retail, ecommerce, merchandising, event‑based or direct‑to‑consumer retail sales functions.
Ecommerce management experience required; deep understanding of D2C/ecommerce with skills across merchandising, creative, UI/UX, marketing/advertising, and sales.
Bachelor’s degree; MBA preferred but not required.
Physical Requirements This job operates in a professional office environment. Largely a sedentary role with some filing requiring the ability to lift files, open filing cabinets, and bend or stand on a stool as necessary. The ability to sit or stand for long periods during meetings and while operating office equipment, PC’s, laptop, telephone will be required. During events, the ability to stand and walk for long periods of time (5+ hours) is required. The ability to communicate with customers and colleagues using radios, walkie‑talkies, text message and email is required. The ability to lift, bend, push, pull, and manipulate equipment that is a minimum of 30 lbs. is required.
Benefits
Comprehensive Health Care Benefits
HSA Employer Contribution/FSA Opportunities
Wellbeing Program
401(k) plan with company matching
Company‑paid Life, AD&D, and Short‑Term Disability
Generous My Time Off & Paid Holidays
Varsity Brands Ownership Program
Employee Resource Groups
St. Jude Partnership & Volunteer Opportunities
Employee Perks including discounts on personal apparel and equipment
Values
Service:
We lead with heart. We champion community.
Passion:
We love what we do. It fuels our purpose.
Integrity:
We do what we promise. We own our actions and decisions.
Respect:
We earn it by giving it. Because everyone deserves it.
Innovation:
We never stop striving to be better for ourselves and our community.
Transparency:
We are committed to openness and honesty in everything we do.
Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.
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