Sr. Director, Digital

Varsity Brands

3d•Onsite

About The Position

For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States. Our 3,000 BSN SPORTS employees strive to support the Heart of the Game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple: Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it. HOW YOU WILL MAKE AN IMPACT: The Senior Director, Digital Product Management plays a critical leadership role in shaping the strategy, execution, and evolution of BSN SPORTS’ digital ecosystem — spanning My Team Shop and BSNSports.com. Reporting to the Chief Innovation Officer, this leader drives the product vision and roadmap for all customer-facing digital platforms, ensuring they deliver best-in-class experiences that accelerate growth across B2B, B2B2C, and DTC channels.

Requirements

Visionary leader with the ability to connect big-picture strategy to operational execution.
Exceptional communicator and collaborator, able to influence across functions and levels.
Data-driven decision maker with strong analytical and strategic thinking skills.
Passionate about building and developing high-performing teams and scaling capabilities.
A champion for customer experience — motivated to make every interaction with BSN SPORTS simple, personalized, and delightful.
10+ years of digital product management or eCommerce leadership experience, with at least 5 years managing product teams.
Proven track record leading large-scale digital transformation or product scaling initiatives within B2B, B2B2C, or DTC contexts.
Experience working in high-growth, fast-paced, and performance-driven organizations.
Strong understanding of eCommerce fundamentals, including UX design, conversion optimization, personalization, analytics, and agile product delivery.
Experience leading A/B testing and experimentation programs to validate hypotheses and drive continuous improvement.
Familiarity with P&L ownership, KPI management, and aligning product goals to business outcomes.

Responsibilities

Partner with cross-functional leaders (Marketing, Sales, Operations, IT, and Merchandising) to translate business strategy into actionable digital product roadmaps.
Champion a customer-first, test-and-learn culture across the organization, embedding experimentation and data-driven decision-making into all digital initiatives.
Collaborate with Varsity Brands’ technology and innovation teams to define the long-term digital platform architecture and ensure alignment between technology and business priorities.
Define and communicate a clear multi-year digital product vision that supports BSN Sports $500M growth target.
Own the end-to-end product lifecycle — from ideation to launch, optimization, and continuous improvement.
Develop and manage the digital product roadmap, ensuring clear prioritization and measurable outcomes aligned with business KPIs (conversion rate, CAC, LTV, AOV, etc.).
Establish performance standards and agile processes to improve speed to market and quality of delivery.
Partner closely with data and analytics to ensure that all product decisions are grounded in customer insight, performance data, and experimentation.
Partner with Marketing and Merchandising to create frictionless customer journeys that drive engagement and conversion.
Collaborate with Technology and Operations to improve scalability, reliability, and user experience across the entire eCommerce platform.
Work with Sales leadership to ensure product and platform features align with field execution and GTM strategy.
Drive alignment between digital and offline channels, enabling a seamless omnichannel experience.