Director of Strategic Communications

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.

Location: Onsite at Varsity Spirit HQ Memphis TN - 711 N Front St or Varsity Brands HQ Farmers Branch, TX - 14460 Varsity Brands Way

HOW YOU WILL MAKE AN IMPACT:

The Director, Strategic Communications leads the development and execution of integrated communications strategies that support Varsity Spirit's business priorities across cheer, dance, yearbook, competitions, and associated programs. This role serves as the senior communications advisor to division leadership, partnering with executives to strengthen the brand, protect the company's reputation, and drive alignment across employees, customers, participants, media, and key external stakeholders. The Director, Strategic Communications partners with Varsity Spirit leadership to anticipate business needs, identify communications risks and opportunities, and ensure communications strategies advance both divisional and enterprise objectives.

This role is responsible for developing communications strategies that support business growth, major events, product launches, issues management, executive visibility, and organizational priorities. Working closely with Corporate Communications, Marketing, Events, Legal, HR, and business leaders, this role ensures communications are coordinated, consistent, and aligned with enterprise objectives.

The Director, Strategic Communications reports to the SVP, Corporate Communications and leads the Varsity Spirit communications function, including direct management of a Strategic Communications Manager and external agency partners.

WHAT YOU WILL DO:

• Serve as the strategic communications advisor to Varsity Spirit executive leadership, providing counsel on business priorities, reputation management, executive visibility, and stakeholder communications

• Develop and execute integrated communications strategies that support business growth, major events, product launches, organizational initiatives, and enterprise priorities

• Lead communications strategies supporting organizational change, business transformation, leadership transitions, and other high-impact initiatives requiring thoughtful stakeholder engagement

• Own the development and execution of divisional communications strategies across earned, owned, shared, and internal channels, ensuring alignment with enterprise communications priorities and partnership with the Sr. Director, Strategic Communications – Public Relations

• Partner with Marketing, Events, Legal, HR, and business leaders to execute integrated communications plans, coordinate messaging, manage risk, and support strategic initiatives

• Execute divisional media relations, executive thought leadership, and storytelling initiatives in partnership with the enterprise Public Relations leader, providing subject matter expertise, business context, content development, spokesperson support, and day-to-day execution of external communications strategies

• Lead communications planning and execution for major championships, events, and high-profile initiatives, coordinating closely with the enterprise Public Relations leader to support media engagement, reputation management, and stakeholder communications before, during, and after key events

• Support issues management and crisis communications for Varsity Spirit, partnering with Legal and business leaders to ensure preparedness, coordinated response, and business continuity in alignment with enterprise communications protocols

• Develop executive communications including executive messaging, presentations, town halls, speeches, talking points, videos, business updates, leadership communications, and external speaking materials

• Establish communications governance, messaging frameworks, editorial standards, communication toolkits, and best practices that enable consistent, high-quality communications across the division

• Measure communications effectiveness through media performance, stakeholder engagement, sentiment, message pull-through, and other business-focused KPIs, using insights to optimize future strategies

• Ensure divisional communications align with enterprise brand standards, messaging frameworks, governance practices, and crisis communications protocols

• Lead, develop, and coach Communications team members to ensure high-quality execution and alignment with enterprise standards

QUALIFICATIONS:

Knowledge, Skills, Abilities

• Demonstrated ability to develop integrated communications strategies that support business objectives, strengthen reputation, and drive organizational outcomes

• Strong executive communications, media relations, and issues management experience

• Ability to translate complex business priorities into clear, compelling communications for diverse internal and external audiences

• Strong business acumen with the ability to influence senior leaders and build trusted partnerships across functions

• Ability to navigate ambiguity, exercise sound judgment, and influence decisions in a fast-paced, highly visible environment

• Excellent writing, editing, presentation development, and storytelling skills

• Experience managing high-profile events, crisis communications, and sensitive issues requiring sound judgment and discretion

• Strong project management, vendor management, and cross-functional collaboration skills

• Experience measuring communications effectiveness and using data to improve strategy and execution

• Strong people leadership skills with experience developing high-performing teams and fostering accountability and collaboration

Education, Certification and Experience

Required

• Bachelor’s degree in Communications, Public Relations, Journalism, Marketing, or related field required

• 8–10+ years of progressively responsible communications experience

• 5+ years leading media relations and integrated communications strategies

• 3+ years of people leadership experience, including managing and developing communications professionals

• Demonstrated track record leading issues/crisis response in partnership with Legal/HR/Operations

• Experience advising senior executives and partnering with cross-functional leadership teams on strategic business communications

• Experience managing direct reports and external agencies/vendors

• Proven success fostering team engagement, developing talent, and aligning team performance with organizational goals

Preferred

• Experience in agency, consumer, sports, entertainment, hospitality, or other event-driven organizations

• PRSA Accreditation in Public Relations (APR) or similar credential

PHYSICAL REQUIREMENTS:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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.

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.