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 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 reviews, and governance forums

• Establish visibility and accountability mechanisms that enable leaders to make timely, informed decisions

• Drive initiative portfolio management and prioritization processes across the commercial organization

• Identify and eliminate organizational inefficiencies, process bottlenecks, and execution challenges

• Support the development of scalable operating practices that improve commercial effectiveness across all business segments

Executive Partnership & Leadership Support

• Serve as a trusted advisor and thought partner to the CCO

• Prepare strategic recommendations, analyses, and decision frameworks to support executive decision-making

• Manage the flow of information, priorities, and communications across the commercial leadership team

• Represent the CCO in selected meetings and forums, ensuring alignment and follow-through on key decisions

• Create capacity for the CCO to focus on commercial strategy, organizational leadership, and enterprise priorities

QUALIFICATIONS:

Experience

• 7+ years of progressive experience in commercial, GTM, strategy, or operations roles

• Proven track record of designing and executing go-to-market strategies at scale

• Deep fluency across at least three of the following: Pricing, Licensing, Sales Operations, Marketing, Digital, Customer Experience, Sales Enablement

• Experience operating as a strategy lead, Commercial Operations leader in a complex, matrixed organization

• Background in a high-growth or transformation environment strongly preferred

Leadership & Competencies

• Operates with executive-level presence and credibility; comfortable influencing senior stakeholders and representing the CCO in high-stakes settings

• Exceptional strategic thinking: can hold the big picture while diving into execution details

• Bias for action and accountability; does not wait for perfect information to make decisions

• Highly organized; thrives in ambiguity and imposes structure where none exists

• Strong communicator, both written and verbal; able to synthesize complexity into clear narratives and recommendations

• Collaborative leader who builds trust quickly and operates without ego

#LIBD1

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!

Varsity Brands 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.