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.

JOB TYPE: Full Time, Onsite

LOCATION: Memphis, Tennessee headquarters

TRAVEL REQUIREMENTS: Travel requirements are limited, although some out-of-the-area and overnight travel may be expected. This may include attending events at various locations, visiting other Varsity Brands locations or offices for meetings or customer / vendor visits required to meet business objectives or gain business familiarity.

HOW YOU WILL MAKE AN IMPACT

The VPA Marketing Manager owns go-to-market strategy and end-to-end execution for Varsity Performing Arts and affiliated brands, including Stanbury Uniforms, DSI, and SA Feather. This role is accountable for marketing-sourced revenue, pipeline growth, customer retention, and campaign ROI across email, web, paid and organic social, catalogs, and events. Reporting to the Director, Apparel Marketing, the VPA Marketing Manager partners with sales, creative, product, and agency partners to plan, execute, measure, and optimize programs that meet business targets.

WHAT YOU WILL DO

• Own overall go-to-market strategy and campaign roadmap for Varsity Performing Arts across email, organic and paid social, website, events, catalogs, and strategic partnerships, and is accountable for campaign ROI.
• Design and execute integrated promotional programs that drive lead generation, conversion and revenue growth through customer journey mapping, advanced segmentation and lifecycle programs.
• Lead Salesforce Marketing Cloud strategy and partner with email and creative teams on execution for segmentation, journeys and lifecycle campaigns.
• Manage VPA website content with an emphasis on SEO and conversion to directly support sales and revenue initiatives. Implement testing and optimization plans.
• Manage lifecycle of campaigns with a focus on website, SEO and social media to support sales team and revenue-generating company initiatives.
• Deliver campaign dashboards, monthly executive reports and quarterly GTM reviews with actionable recommendations.
• Partner cross-functionally with sales, operations and design align messaging, launches and positioning across channels.
• Own future catalog go-to-market strategy in partnership with sales and design.
• Partner with Event Marketing to grow registrations and participation across competitions, championships, and special events.
• Partner with agency and vendor partners for paid media and analytics.
• Manage marketing budget for VPA initiatives, including forecasting, tracking spend, and reallocating based on performance.

QUALIFICATIONS

Knowledge/Skills/Abilities:

• Salesforce Marketing Cloud or similar marketing automation platform experience required
• Salesforce CRM or similar CRM platform experience preferred
• WordPress, GA4, Google Ads, Meta Ads, SEO tools
• Meticulous attention to detail and data-driven judgment
• Strong cross-functional communication and project management
• Vendor and agency management; budget tracking
• Highly organized, manages multiple campaigns; self-starter

Supervisory Responsibility:

• No direct reports at this time. Leads internal Specialists and vendor partners in the execution of marketing initiatives

Education/Experience:

• Bachelor’s degree in marketing, business administration or related field of study.
• Minimum of 4 years of experience in Marketing role.
• Experience in cheer, dance or band industry a plus

PHYSICAL REQUIREMENTS:

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. This job operates in a professional office environment. Largely a sedentary role requiring ability to operate a computer and technology on a daily basis.
• The physical demands that are described as required are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

#LI-KS1

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.