Chief Revenue Officer

M

Modern HR

Chief Revenue Officer

Tustin, CA
Full Time
Paid
  • Responsibilities

    The Chief Revenue Officer (CRO) is responsible for driving sustainable revenue growth, expanding market share, and strengthening distributor relationships within the promotional products industry. This role oversees all revenue-generating functions and ensures tight alignment between Sales, Marketing, New Product Development (NPD), and Customer Service to deliver a best-in-class distributor experience.

    As a senior executive, the CRO will develop and execute go-to-market strategies that increase distributor engagement, grow share of wallet, and position the company as a preferred supplier across key channels, programs, and product categories.

    Key Responsibilities

    Revenue Strategy & Growth

    • Develop and execute a comprehensive revenue growth strategy focused on market share expansion, customer acquisition, and retention.
    • Set annual revenue targets, sales forecasts, and growth initiatives aligned with company objectives.
    • Identify new revenue opportunities through product mix optimization, pricing strategies, and channel expansion.
    • Monitor market trends, competitive activity, and distributor buying behavior to inform strategic decisions.

    Sales Leadership & Execution

    • Lead and manage the Sales organization, including inside sales, field sales, sales management, and strategic account teams.
    • Establish structured sales plans, account strategies, and performance metrics to drive consistent execution.
    • Ensure sales teams are engaging more distributors more consistently to remain front of mind and drive pipeline growth.
    • Drive disciplined sales management through KPIs, dashboards, pipeline reviews, and coaching.
    • Build strong relationships with key distributors, buying groups, and industry organizations (e.g., PPAI, ASI, SAGE).

    Marketing & Go-to-Market Alignment

    • Partner closely with Marketing to develop targeted campaigns, promotions, and programs aligned with sales priorities.
    • Ensure clear positioning of products, services, and value propositions to distributors.
    • Leverage data and analytics to target high-potential accounts and improve campaign ROI.
    • Support trade show strategy, distributor events, and industry engagement initiatives.

    Product & Cross-Functional Collaboration

    • Collaborate with NPD to ensure the company has the right products, in the right quantities, at the right time.
    • Provide voice-of-the-customer insights to guide product development, assortment decisions, and lifecycle management.
    • Work closely with Operations, Production, and Supply Chain to align capacity, lead times, and service levels with revenue goals.
    • Ensure customer experience and service excellence support revenue growth and long-term loyalty.

    Team Leadership & Culture

    • Build, develop, and retain a high-performing revenue organization.
    • Foster a culture of accountability, urgency, collaboration, and continuous improvement.
    • Ensure teams have clear goals, ownership, and alignment with company strategy.
    • Champion data-driven decision-making and operational discipline.

    Qualifications & Experience

    • 10+ years of progressive leadership experience in sales, revenue, or commercial roles.
    • Direct experience in the promotional products industry (supplier side strongly preferred).
    • Proven track record of driving revenue growth and market share gains in a B2B distribution model.
    • Strong understanding of distributor relationships, buying groups, pricing dynamics, and promotional product lifecycle.
    • Experience leading cross-functional teams and aligning Sales, Marketing, and Product.
    • Demonstrated ability to use data, analytics, and CRM systems to drive performance.
    • Excellent communication, negotiation, and executive presence.

    Key Competencies

    • Strategic thinking with strong execution capability
    • Distributor-centric mindset
    • Data-driven decision making
    • Leadership and talent development
    • Cross-functional collaboration
    • Change management and speed of execution

    Success Metrics

    • Revenue growth and market share expansion
    • Distributor retention and share-of-wallet growth
    • Sales productivity and pipeline health
    • Effectiveness of go-to-market programs
    • Team performance and engagement

    This job description is intended to provide a general overview of the position and is not an exhaustive list of all responsibilities, duties, or skills required. Additional tasks may be assigned as needed.