Director / Sr. Director, Commercial Strategy & GTM

BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR

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.

Since its acquisition in 2013, BSN has grown to approximately $2.5 billion in revenue, delivering ~9% CAGR over the past decade through both organic growth and targeted acquisitions, by far the largest and fastest-growing business within Varsity Brands. Serving over 150,000 institutional and team sports customers across colleges, universities, middle and high schools and recreational programs through direct sales and e-commerce.  

BSN operates with:

• ~1,450 field sales representatives nationwide

• Inside sales and customer service teams based in Dallas

• A growing digital commerce platform

• A broad and complex catalog of customized sports uniforms, equipment, and spirit products

• Strong relationships with iconic global athletic brands like Nike, Adidas, Lululemon, New Balance and Under Armour

Offering a wide selection of brands and one-stop shopping for equipment and uniforms, BSN SPORTS has been elevating team sports participation and performance since 1972.

Location: Onsite 4 days per week - Farmers Branch, TX

HOW YOU WILL MAKE AN IMPACT:

The Director / Senior Director , Commercial Strategy & GTM is the strategic right hand to the Chief Commercial Officer (CCO), responsible for translating the commercial vision into execution. This role drives alignment across commercial functions, establishes the operating rhythms that enable performance, and ensures strategic initiatives are effectively prioritized, coordinated, and delivered.

This is not a coordination role. The Commercial Strategy & GTM leader serves as the connective tissue between commercial functions and the broader enterprise, ensuring Pricing, Licensing, Sales Operations, Marketing, Digital, Customer Experience, and Sales Enablement operate as a unified, field-ready go-to-market organization. While the CCO owns commercial strategy and business outcomes, the Senior Director, Commercial Strategy & GTM enables execution through governance, prioritization, organizational alignment, and operational rigor.

The ideal candidate brings strong commercial acumen, operational excellence, and the ability to influence across a complex, matrixed organization.

WHAT YOU WILL DO:

Commercial Strategy Execution & Governance

• Partner with the CCO and commercial leadership team to translate commercial strategy into executable plans, priorities, and measurable outcomes

• Enable the successful execution of the commercial strategy and go-to-market priorities established by the CCO and commercial leadership team

• Establish and manage governance processes that ensure commercial initiatives are properly prioritized, sequenced, resourced, and delivered

• Drive strategic planning processes across the commercial organization and maintain visibility into progress against key objectives

• Monitor execution against commercial priorities and proactively identify risks, dependencies, and opportunities for improvement

• Support the rollout of major strategic initiatives, including technology transformations, AI enablement, operating model changes, and other enterprise programs

Cross-Enterprise Alignment & Execution

• Serve as the primary liaison between the commercial organization and enterprise functions including Technology, Supply Chain, Operations, Finance, and Human Resources

• Partner with peer cross-functional leaders, PMO leaders, and executives to align priorities and remove organizational barriers

• Ensure commercial initiatives are coordinated with enterprise roadmaps, operational plans, and investment priorities

• Facilitate decision-making across organizational boundaries to accelerate execution and reduce friction

• Coordinate cross-functional efforts required to support field execution and customer outcomes

Commercial Operating Model & Organizational Effectiveness

• Own and continuously improve the commercial operating cadence, including leadership meetings, QBRs, initiative