Chief Revenue Officer

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.

ABOUT ARMSTRONG:

The Armstrong Company is a third-generation logistics business with approximately 34 owned locations, 1,400+ employees, and more than 5 million square feet of warehousing space. Our platform serves customers across multiple service lines, including: * Supply Chain Solutions (warehousing, distribution, transportation management, and final mile) * Commercial Moving (office, facility, laboratory, furniture, fixtures, equipment installation) * Residential Moving (local moves, long distance moves, global moves, employee relocations) Armstrong has grown through strong execution, operational excellence, and disciplined acquisition. Our revenue flows through a distributed network of owned locations and independent booking agencies. Success in this role requires driving change through influence, partnership, and accountability—not solely through direct authority.

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.

WHY JOIN ARMSTRONG:

* Opportunity to lead the stabilization and long-term transformation of a national, multi-line logistics platform. * High autonomy and meaningful executive influence over strategy and revenue performance. * A diverse and expanding business across logistics, warehousing, moving, and final mile. * A strong operational backbone with substantial runway for revenue transformation and growth. * The opportunity to build a modern, world-class revenue organization and Revenue Operations capability.

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