Sr Director, Retail & D2C
Varsity Spirit, Memphis, TN, United States
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
Senior Director, Retail & Direct-to-Consumer (D2C)
to lead the strategy and growth of its consumer commerce ecosystem across e-commerce and event‑adjacent retail channels. This role partners 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.
What You Will Do Retail & D2C Strategy
Define and execute Varsity Spirit’s consumer commerce strategy across e-commerce 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 e‑commerce performance, including merchandising strategy, promotions, and conversion optimization.
Develop omnichannel programs that leverage events as acquisition and engagement moments, without owning on‑site execution.
Collaborate with Event Operations to ensure seamless handoffs between digital and on‑site 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
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 e‑commerce 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, e‑commerce, merchandising, event‑based / “pop‑up” retail, and/or a direct‑to‑consumer retail sales function.
E‑commerce management experience required; deep understanding of D2C/e‑commerce, 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 bend or stand on a stool as necessary. The ability to sit or stand for long periods through meetings and while operating office equipment, PCs, laptops, 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 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%).
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!
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.
#J-18808-Ljbffr
Travel: 10 to 11 weekends per year (25‑30%).
How You Will Make An Impact Varsity Spirit is seeking a
Senior Director, Retail & Direct-to-Consumer (D2C)
to lead the strategy and growth of its consumer commerce ecosystem across e-commerce and event‑adjacent retail channels. This role partners 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.
What You Will Do Retail & D2C Strategy
Define and execute Varsity Spirit’s consumer commerce strategy across e-commerce 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 e‑commerce performance, including merchandising strategy, promotions, and conversion optimization.
Develop omnichannel programs that leverage events as acquisition and engagement moments, without owning on‑site execution.
Collaborate with Event Operations to ensure seamless handoffs between digital and on‑site 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
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 e‑commerce 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, e‑commerce, merchandising, event‑based / “pop‑up” retail, and/or a direct‑to‑consumer retail sales function.
E‑commerce management experience required; deep understanding of D2C/e‑commerce, 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 bend or stand on a stool as necessary. The ability to sit or stand for long periods through meetings and while operating office equipment, PCs, laptops, 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 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%).
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!
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.
#J-18808-Ljbffr