Marketing Manager, Varsity Performing Arts

Varsity Brands

2d•Onsite

About The Position

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. 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.

Requirements

Salesforce Marketing Cloud or similar marketing automation platform experience required
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
Bachelor’s degree in marketing, business administration or related field of study.
Minimum of 4 years of experience in Marketing role.

Nice To Haves

Salesforce CRM or similar CRM platform experience preferred
Experience in cheer, dance or band industry a plus

Responsibilities

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.