SUMMARY:
The Armstrong Company is seeking a Chief Revenue Officer to lead the stabilization, rebuilding, and long-term growth of our revenue engine across a complex, multi-line service organization. This is a high-impact executive role for a proven revenue leader who can bring strategic clarity, operating discipline, and scalable commercial leadership to a business with meaningful opportunity for revenue transformation.
The first-year mandate is clear: stabilize performance, close revenue leakage, strengthen commercial discipline, and rebuild a reliable operating cadence. In years two and beyond, the CRO will build on that foundation to accelerate profitable, sustainable growth. We are looking for a leader who can unify our revenue strategy, strengthen go-to-market execution, and help build a more integrated commercial engine for the future.
THE OPPORTUNITY:
The CRO will lead the company's enterprise-wide revenue strategy across all major revenue streams. This executive will be responsible for creating a disciplined, data-driven, and scalable revenue organization that improves visibility, strengthens execution, and drives profitable growth. The CRO will establish and lead a revenue operations capability that provides the forecasting, pipeline rigor, CRM adoption, analytics, pricing governance, and sales enablement needed to support the Company's turnaround and long-term growth objectives.
This role is well suited for a leader who understands how to stabilize and improve revenue performance in operationally complex businesses; navigate both direct-sales and partner-influenced go-to-market models; and lead meaningful change while building trust in a relationship-driven, family-built organization.
The CRO will report to the CEO and have direct oversight of the national salesforce, centralized account, and customer management teams.
WHAT YOU'LL DO:
- Own enterprise-wide revenue strategy across Armstrong's business lines, with an initial focus on stabilizing performance, improving commercial discipline, and building the foundation for profitable growth.
- Build and lead a Revenue Operations function that owns revenue operating cadence, forecast accuracy, pipeline hygiene, CRM discipline, reporting, and performance visibility.
- Align sales, business development, pricing, sales enablement, and commercial execution around common goals, metrics, processes, and accountability standards.
- Build a more unified and accountable go-to-market model across Armstrong's multi-market footprint, owned locations, and independent booking-agency network.
- Drive adoption and effective use of Armstrong's moving/van-line CRM and LeadingEdge lead platform, ensuring data quality, consistent processes, and actionable reporting.
- Use close-rate benchmarking, salesperson analytics, pipeline data, and market performance insights to identify leakage, improve conversion, and increase sales productivity.
- Establish and manage a disciplined forecast and pipeline-review process that improves visibility, accuracy, and decision-making across the revenue organization.
- Own lead economics and demand-generation performance, including lead ROI, cost-per-booked-move performance, and demand-generation effectiveness.
- Strengthen pricing discipline and CPQ governance across multiple service lines.
- Design or improve sales enablement through incentive compensation redesign, performance-management, and accountability systems that reinforce desired behaviors and outcomes.
- Drive cross-selling opportunities across moving, relocation, warehousing, distribution, transportation management, and final-mile offerings.
- Help expand Armstrong's presence in strategic growth areas, especially supply chain and final mile.
- Partner with executive leadership to align revenue strategy with broader business priorities and clarify decision rights, accountability, and commercial operating expectations.
- Help shape the long-term commercial model as the business continues to evolve, acquire, and grow.
WHAT SUCCESS LOOKS LIKE:
During the first 12 months, the CRO will be expected to establish a clear commercial baseline, implement a disciplined revenue operating cadence, and demonstrate measurable improvement in the core drivers of revenue performance. Specific first-year targets will be finalized with executive leadership and may include forecast accuracy, close-rate improvement, cross-sell attachment, CRM adoption, lead ROI, and sales productivity.
- A stabilized and more predictable revenue engine with clear visibility into pipeline, conversion, pricing, and performance.
- Greater forecast accuracy & stronger discipline in pipeline management, CRM adoption, and revenue reporting.
- Improved close rates, lead conversion, and sales productivity through data-driven coaching, process improvement, and accountability.
- Stronger lead economics and demand-generation effectiveness, including improved consistency in cost-per-booked-move performance.
- Improved pricing discipline and CPQ governance across business lines.
- Increased cross-selling across the portfolio and better alignment among teams, markets, and revenue motions.
- A scalable Revenue Operations model that supports continued growth and acquisition integration.
WHAT WE'RE SEEKING:
We are seeking a commercially sophisticated, operationally grounded executive who combines strategic thinking with strong execution. This role requires a leader who can raise performance standards, create data-driven discipline, and drive meaningful change while working effectively in a relationship-driven, family-built organization.
Required Experience:
- Experience in channel, partner, franchise, dealer, agency, or similarly distributed go-to-market environments.
- Senior Revenue Operations or sales leadership experience in a complex, multi-segment business.
- Demonstrated success stabilizing, rebuilding, or improving revenue before scaling growth.
- Experience in logistics, supply chain, transportation, industrial services, relocation, or related business services.
- Track record of building rigor around forecasting, pipeline management, CRM ownership and adoption, performance reporting, compensation design, and performance accountability.
- Strong BI and analytics fluency, including the ability to interpret sales, conversion, pipeline, and productivity data and translate insights into action.
- Experience leading or building a Revenue Operations function and establishing the systems, processes, and operating cadence that support revenue performance.
- Experience managing pricing and sales enablement in a multi-service-line environment.
- Experience with demand generation, lead economics, lead ROI, and conversion performance.
- Ability to influence across a broad network of stakeholders while driving meaningful change.
- Strong analytical and operational mindset with comfort leading through metrics and data.
Preferred Experience:
- Supply chain, 3PL, warehousing, transportation management, or final-mile commercial leadership.
- Experience with moving/van-line CRM + LeadingEdge lead platforms.
- Commercial integration experience in acquisitive or multi-entity environments.
- Experience leading multiple types of commercial teams, including field, inside, and enterprise sales.
Leadership Style:
- High accountability and strong commercial and operational judgment.
- A disciplined, metrics-oriented approach with the ability to turn data into clear priorities and decisive action.
- Confidence paired with humility, curiosity, and the ability to build trust across different teams.
- A change-agent mindset that respects and strengthens Armstrong's culture while maintaining the courage to challenge legacy practices, raise standards, and make needed improvements.
- Ability to lead through influence across a distributed network and create alignment without relying solely on direct authority.
LOCATION & TRAVEL:
Memphis headquarters preferred, though we will consider the right candidate in a hybrid arrangement given our multi-market footprint. The role requires regular travel to Armstrong locations, key markets, and agency partners; anticipated travel expectations will be discussed during the recruitment process
