Varsity Brands Names Former Secret Service Agent to Chief Security Officer, Invests in Safety and Security Initiatives » Dallas Innovates

Lisa Olivieri, Varsity Brands Chief Security Officer (Photo: Varsity Brands)

Varsity Brands, a Farmers Branch-based leader in sports and spirits, announced that Lisa Olivieri, a law enforcement veteran and security expert, has been named the company’s first Chief Security Officer.

“There is nothing more important to us than the safety of our employees, athletes, participants and customers, and Lisa will incorporate her career in security and law enforcement into our core commitment to safety,” Varsity Brands CEO Adam Blumenfeld said in a statement.

In her new role, Olivieri will proactively manage Varsity Brands’ integrated safety and security efforts across the company, its events, competitions, offices and facilities, the company said. Olivieri will report to Varsity Brands’ general counsel and chief legal officer, Burton Brillhart.

Online retail and Secret Service experience

Olivieri joins Varsity Brands from online home goods and furniture retailer Wayfair, where she served as global director of safety and security since 2021.

While at Wayfair, she led the development and execution of a robust security program, including operational policy development, crisis management, global security operations, physical security and key investigations, she told Varsity. Olivieri also established and led a global team of more than 55 professionals, providing risk advisory services to business leaders and implementing cost-effective risk mitigation strategies through collaborative engagement.

Prior to Wayfair, Olivieri was a Special Agent in Charge of the Secret Service, where she oversaw investigations and protective operations. She joined the Secret Service in 1999 and held several positions during her tenure, including leading the Secret Service’s Tampa Field Office as a special agent.

Lisa’s experience includes her appointment by the Secretary of the Department of Homeland Security as the Federal DHS Coordinator for NFL Super Bowl LV in Tampa, Florida in 2021. In this role, she and her federal, state, local and private partners worked closely to develop and execute a comprehensive security plan, using risk analysis, strategic event planning and available resources to ensure a safe and secure environment.

“I am excited to join the Varsity Brands team,” said Olivieri. “Varsity is a recognized leader in security that has demonstrated a continued commitment to evolving as the company grows. I am excited to help Varsity Brands continue to grow and strengthen its leadership.”

Other security-related personnel moves

In addition to the CSO appointment, Varsity Brands also announced a series of safety advancements that are intended to enhance these measures within the Varsity Spirit division. This includes the creation of key safety and security roles and the formation of committees dedicated to athlete safety.

The company said these improvements reaffirm its and Varsity Spirit’s long-standing commitment to the highest standards of participant safety and continue Varsity Spirit’s ongoing journey as an industry leader in safety and excellence.

Varsity Brands said it has made a number of key hires over the past year to further improve the company’s safety practices.

Kristen Meeks has been named deputy general counsel for compliance.

Meeks’ experience includes key compliance roles at Target Corp., as well as extensive compliance and enterprise risk management experience at major public universities. Meeks is also a former child abuse and neglect prosecutor, and when she worked in higher education, she oversaw a juvenile protection program.

To further enhance event security, Varsity Brands said it has leveraged the expertise of several industry-leading third-party security consultants, including Mark Sullivan, former director of the United States Secret Service, and Joe Ford, former chief security officer of Bank of the West and 30-year veteran of the Federal Bureau of Investigation.

Initiatives to improve safety

The company also established two new committees to guide the development of safety initiatives across the organization. This is a strategic move that includes the creation of a Varsity Brands board-level safety committee along with the Varsity Spirit Athlete Safety Committee, which reports to the board committee.

“These initiatives are central to our mission to ensure the safety and well-being of everyone involved with Varsity Brands,” Brillhart said. “By elevating our safety practices, we are not only protecting our people and attendees, but also setting a new benchmark for excellence in our industry.”

Varsity Spirit said that since the company’s inception, its focus on athlete safety has been a cornerstone of its business.

The company said it has introduced a number of initiatives in recent years to reinforce best practices in the sport, such as:

• Requiring USA Cheer membership for school coaches participating in camps and ensuring adherence to the membership code of conduct
• Meeting USASF requirements for athletes and coaches competing in All Star competitions
• Conducting annual background checks on employees and volunteers and requiring employees to complete a training course in recognizing and reporting incidents of child abuse
• Requiring comprehensive athlete safety training for all staff, including addressing issues from cyberbullying to harassment

Varsity Brands claims to be a leading provider of customizable services, experiences and products in team sports, cheer, dance, bands and yearbooks.

Sign up for the list.
Dallas innovates every day.

Sign up to stay up to date with what’s happening in Dallas-Fort Worth every day.