BSN SPORTS, a leading provider of sporting goods, team apparel, and equipment for schools, clubs and organizations nationwide and a division of Varsity Brands, today announced the appointment of Avery Jessup as Chief Commercial Officer. In this newly created role, BSN SPORTS will position Jessup to lead its commercial strategy and drive integrated growth initiatives.
He will oversee Sales Operations, Digital and E-commerce, Marketing, Pricing, Licensing, and Customer Experience functions. Moreover, he will collaborate with leadership teams to unify go-to-market strategies and strengthen execution across sales channels. As a result, the company aims to deliver a more connected and customer-focused commercial approach.
“Avery’s experience as a proven commercial leader with deep experience across digital, retail, and wholesale environments makes him an ideal fit for the work we’re doing to grow our offerings and meet the dynamic needs of our customers,” said Terry Babilla, President of BSN SPORTS. “He brought strong commercial discipline, a proven record of anticipating needs and delivering for customers as well as a collaborative leadership style to his previous roles that will translate well across our team, helping us continue to deliver results and drive sustainable growth.”
Extensive Experience Across Global Brands
Jessup brings nearly two decades of leadership experience across global consumer and B2B organizations. Most recently, he served as Global Chief Commercial Officer at Fanatics Collectibles, where he directed commercial strategy across digital and physical channels. Additionally, he held enterprise-wide accountability for multi-billion-dollar revenue performance.
During his tenure, he delivered record revenue growth and strengthened partner economics. He also pushed for pricing strategies based on data and improved the company’s ability to go to market.
Before Fanatics Collectibles, Jessup worked at Nike for almost ten years in high-level positions. He was in charge of projects for the Jordan Brand, such as being the Head of Marketplace for North America and the General Manager of the Men’s business. He worked at Domino’s Pizza earlier in his career, where he was in charge of growth, operations, and business development across the Asia-Pacific region.
Leading the Next Step in Business Growth
With this strategic hire, BSN SPORTS shows that it is still committed to operational excellence and long-term growth. The company keeps improving its business practices so that it can better serve schools, coaches, and communities across the country.
“BSN SPORTS has built a strong foundation of success, and this next chapter is all about how we take that base and sharpen our commercial execution in a way that better serves schools, coaches, and communities,” said Jessup. “I’m excited to partner with Terry and the entire team to learn more about what works, help advance new ideas and identify ways that we can do even more for our current and future customers.”
With Jessup leading commercial strategy, BSN SPORTS positions itself to strengthen customer relationships, expand digital commerce capabilities, and accelerate sustainable revenue growth.
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News Source: PRNewswire.com
