Director, Software Product

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

QUALIFI