Sr Director, Retail & D2C

VARSITY SPIRIT, A VARSITY BRANDS COMPANY - THE DRIVING FORCE IN SPIRIT ACROSS CHEER, DANCE, BAND AND YEARBOOK 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. Learn more at Our Commitment to Safety - Varsity.com . Location: Hybrid onsite 4 days per week during non-peak operations in Memphis TN or Dallas TX HQ Travel: 10 to 11 weekends per year (25-30%) HOW YOU WILL MAKE AN IMPACT Varsity Spirit is seeking a Sr. Director, Retail & Direct-to-Consumer (D2C) to lead the strategy and growth of its consumer commerce ecosystem across ecommerce and event-adjacent retail channels. This role will partner closely with the Vice President of Retail Sales & Distribution to ensure retail and commerce strategies are effectively integrated into Varsity Spirit’s extensive event footprint. The Sr. Director, Retail & D2C will focus on what and how Varsity sells to consumers, while Event Operations owns where and how it is executed onsite. This role is intentionally designed to emphasize strategy, product, and omnichannel growth, rather than day-to-day event retail operations. WHAT YOU WILL DO Retail & D2C Strategy Define and execute Varsity Spirit’s consumer commerce strategy across ecommerce and event-adjacent retail. Identify opportunities to engage consumers before, during, and after events through digital and omnichannel initiatives. Partner with the VP of Retail Sales & Distribution to align retail strategies with event calendars, formats, and audiences. Ecommerce & Omnichannel Growth Own ecommerce performance, including merchandising strategy, promotions, and conversion optimization. Develop omnichannel programs that leverage events as acquisition and engagement moments, without owning onsite execution. Collaborate with Event Operations to ensure seamless handoffs between digital and onsite experiences. Product & Merchandising Leadership Lead consumer-facing product strategy in partnership with Product, Design, and Sourcing teams. Influence assortment planning, pricing, and promotional cadence. Ensure product strategies align with event timing and audience profiles, in coordination with Event Operations. Event Retail Strategy (Strategic Oversight Only) Set the retail strategy, objectives, and KPIs for event-based consumer commerce. Partner with the VP of Retail Sales & Distribution on feasibility, flow, and execution planning. Review post-event performance and recommend improvements or pilots for future events. Cross-Functional Leadership Act as the primary commerce partner to Marketing, Product, Sales, and Finance. Work in lockstep with Event Operations to align priorities, timelines, and performance expectations. Escalate trade-offs and investment decisions jointly with the VP of Retail Sales & Distribution to the CMO. QUALIFICATIONS Knowledge, Skills, & Abilities: Ability to make decisions utilizing a data-driven approach, with a strong understanding of retail / D2C KPIs to drive engagement and customer loyalty Strong retail operations experience, including experience leading inventory management and pricing functions, as well as teams focused on store operations Experience working with retail inventory management systems and a variety of ecommerce tools (e.g., Shopify, Commerce Tools) A direct orientation to problem solving and a bias to taking concrete actions Deep curiosity and humility that can lead to quickly learning the nuances of the Varsity Spirit business Exceptional interpersonal and collaboration skills for relationship building at all levels of the organization, including cross-departmental colleagues and leadership at Varsity Spirit and Varsity Brands 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 10 years’ experience within retail / retail sales & store operations, ecommerce, merchandising, event-based / “pop-up” retail, and/or a direct-to-consumer retail sales function Ecommerce management experience required; deep understanding of D2C / ecommerce, with skills across merchandising, creative, UI/UX, marketing/advertising, and sales Bachelor’s degree; an MBA degree is 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 bending or standing on a stool as necessary. The ability to sit or stand for long periods through 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 plus) is required. The ability to communicate with customers and colleagues using the following but not limited to radio, walkie talkie, 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. TRAVEL EXPECTATIONS Travel will include out-of-the-area and overnight travel for specific event-based retail opportunities at seasonal times across Varsity Spirit’s event-based operations estimated at 10 to 11 weekends per year (25-30%). Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job. JOIN THE BEST TEAM IN SPORT & SPIRIT At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT. OUR 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. OUR BENEFITS We are committed to putting you and your families first. For benefits eligible roles, we offer a variety of choices and costs as well as program enhancements that align with our responsibility to elevate the employee experience. Some of our offerings include: 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! 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.