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.
HOW YOU WILL MAKE AN IMPACT:
The Director of Software Product Marketing leads the strategy, development, and promotion of Varsity Yearbook’s proprietary software tools used by schools nationwide. As a key member of the marketing leadership team, this role owns both the product roadmap (in partnership with IT) and the go-to-market strategy for these digital solutions—ensuring they meet the evolving needs of advisers, students, and field sales partners.
This leader plays a central role in how software products are shaped, messaged, launched, and supported in the field. They oversee customer-facing help resources and content, partner closely with internal product and development teams, and ensure software tools are clearly positioned and effectively adopted by B2B customers. The ideal candidate is equal parts strategist, communicator, and customer advocate—capable of bridging the gap between product development, marketing, and user experience.
WHAT YOU WILL DO:
Product Strategy & Development
Lead the marketing organization’s involvement in software product strategy, feature prioritization, and user experience decisions
Serve as the primary liaison to the IT/software development team, advocating for user needs and business priorities
Define and evolve the product roadmap in alignment with customer feedback, competitive trends, and strategic goals
Ensure all product development aligns with brand standards, user expectations, and market differentiation
Go-to-Market & Product Marketing
Own messaging, positioning, and promotion of Varsity Yearbook’s proprietary software tools
Develop go-to-market strategies for new software features and platform updates
Collaborate with sales, customer experience, and creative teams to develop launch materials, videos, training guides, and email campaigns
Ensure internal teams and customers clearly understand product benefits, usage, and competitive advantage
Customer Enablement & Help Resources
Oversee the creation and maintenance of digital and printed customer-facing help content (guides, videos, tutorials, knowledge base)
Develop systems and processes for software onboarding, adoption, and in-app guidance
Partner with the Field Marketing and Customer Experience teams to deliver scalable training resources and toolkits
Measure the effectiveness of customer resources and identify opportunities for content improvements
Cross-Functional Collaboration & Communication
Act as the strategic connector between marketing, IT, product, and customer-facing teams
Translate technical capabilities into clear, benefit-driven messaging for non-technical audiences
Lead internal communication plans and field readiness efforts for major software releases
Team & Budget Management
Manage software product marketing budgets, timelines, and vendor relationships
Lead and develop any direct reports or contractors supporting product marketing and enablement
Contribute as a member of the marketing leadership team, helping shape broader departmental priorities and cross-functional workflows
QUALIFICATIONS:
Strong yearbook industry experience and understanding of user needs
7+ years of experience in product marketing or product management, with a focus on software or technology tools
Strong understanding of B2B marketing, digital tools, and SaaS-style product development cycles
Proven ability to manage cross-functional projects and translate technical ideas into compelling customer-facing experiences
Exceptional written, visual, and verbal communication skills
Experience in education, publishing, or ed-tech markets preferred
Comfortable operating in a highly collaborative, fast-paced environment
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
- Access to Financial Coaching and member-owned Credit Union
- St. Jude Partnership & Volunteer Opportunities
- Employee Perks including discounts on personal apparel and equipment!
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.
Originally posted on