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Varsity Brands/BSN Sports Appoints Chief Information Officer


As it ramps up its technology efforts in a post-pandemic world of youth sports, Varsity Brands, the parent company of BSN Sports, Varsity Spirit and Herff Jones, has named 25-year technology veteran Edwina Payne as chief information officer. In this capacity, Payne will report to CEO Adam Blumenfeld and assume direct responsibility for the accelerated uptake of Varsity Brands’ technology transformation, including defining strategic investments and pursuing digital transformation opportunities.

“For our school customers across the country, the past 15 months have brought profound obstacles and major disruptions,” says Blumenfeld. “Throughout, we have met students ‘where they are’ through a seamless pivot to virtual experiences, online camps and clinics, and digital connection points that have kept students engaged and inspired.

Payne most recently served as a senior VP–technology strategy at McKesson Corporation, where she led a 60-person global IT strategy and portfolio management team. Notably, her tenure was defined by the development of an enterprise-wide technology strategy and the implementation of an IT portfolio management process, driving optimized use and effectiveness of technology across the enterprise. While there, she was recognized as an HMG Strategy 2019 Top Technology Executive to Watch nominee.

“Edwina’s addition reflects our belief that, even as the world resumes normalcy, technology’s central role in everything we do will only accelerate and truly define and differentiate Varsity Brands for years to come,” Blumenfeld adds. “She is a dynamic, engaged and relentless leader and we eagerly anticipate her insight and contributions.”

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