Sr Director, Retail & D2C

Varsity Brands•Los Angeles, CA

4d•Hybrid

About The Position

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.

Requirements

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
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
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

Nice To Haves

Experience in live events / sports / media & entertainment preferred, but not required
No prior experience in cheerleading, dance, or performing arts required
an MBA degree is preferred, but not required

Responsibilities

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.