Marketing Manager, Varsity Performing Arts

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.

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 -

Full Time, Onsite

Memphis, Tennessee headquarters

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.

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.

• 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.

• Salesforce Marketing Cloud or similar marketing automation platform experience required
• Salesforce CRM or similar CRM platform experience preferred
• Word Press, 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…