Chief Revenue Officer (Woodinville)

The Chief Revenue Officer (CRO) is a critical executive leadership role, reporting to the General Manager and President of the Commercial Business Unit. The CRO is the primary architect of the Business Units global commercial strategy and revenue growth engine. This role is responsible for developing and executing a comprehensive, integrated commercial strategy to drive revenue growth across a global portfolio of two distinct brands (mid-value and premium) in the commercial fitness equipment market. The strategy must leverage multiple channels: direct sales, distributor networks, and subscription-based services.

The CRO will lead the commercial transformation, serving as the strategic voice of the customer and market, and ensuring seamless execution across sales, marketing, product management, channel development, and customer development functions. This strategic leadership position requires both visionary thinking and relentless execution capability.

Responsibilities

• Develop Global Commercial Strategy: Create a multi-year growth strategy defining market positioning, revenue models, growth targets, and competitive differentiation for both brands across all geographies.
• Market & Geographic Prioritization: Define target customer segments (e.g., boutique studios, gyms, hospitality, workplace, government, premium home) and assess market opportunity, competitive intensity, and resource needs across key geographies, establishing clear market entry and scaling strategies.
• Drive New Market Development and New Customer Acquisition: Define strategies for entering new markets, segments, verticals and geographies with marketing levers to drive broad based awareness, demand generation, and business development.
• Brand Strategy Optimization: Develop brand execution strategy to align brand positioning, brand promise, and brand attributes.
• Business Model Optimization: Evaluate and optimize the overall go to market approach, with a mix of direct sales, distributor channels, and subscription revenue models for maximum market penetration and profitability.
• Five-Year Roadmap: Establish and communicate a clear commercial roadmap with specific milestones, KPIs, and success metrics to the board and executive team quarterly.
• Incentive Strategy: Drive creative incentive programs and total rewards strategies that drive the organization to targeted outcomes.

Sales Strategy

• Customer Journey: Design and implement strategies to maximize Customer Lifetime Value (LTV) through clear customer journey strategies, from prospect to retention strategies.
• Strategic Account Management: Provide strategic oversight of key account relationships including annual growth planning, quarterly business reviews and executive level relationships.
• Distributor Strategy: Develop a comprehensive distributor strategy for key regions (Europe, Asia-Pacific, LatAm), defining selection criteria, support models, growth programs, co-investment strategies, and performance management.
• Distributor Recruitment & Management: Lead recruitment of high-quality partners and provide necessary enablement (training, tools). Manage channel conflict and establish clear policies for pricing and territory.
• Sales Architecture & Process: Design and build a scalable, efficient, data-driven sales funnel architecture and define repeatable sales processes/playbooks to maximize conversion rates across all stages. Design the overall structure of territory and account assignment definition and strategy, based on a cohesive GTM structure.
• Sales Team Leadership & Pipeline: Build, mentor, and hold accountable a global sales leadership team. Establish robust pipeline management disciplines for opportunity qualification, accurate forecasting, and win/loss analysis, including risk.
• Forecasting and Planning: Key participant in the S&OP process, creating visibility into demand forecasts, influences from sales, marketing and product on demand trends and evaluating the S&OP outputs to optimize service levels and revenue against working capital leverage.Drive the Revenue Operations function
• Revenue Operations: Lead revenue operations, including data intelligence.
• Deal Strategy & Structuring: Drive Deal Architecture strategies to maximize revenue and contribution.
• Agreements and Contracts: Develop agreements and contracts that drive mutual growth, with both direct customers and channel partners.

Marketing Oversight

• Strategic Marketing: Drive overall brand strategy, 4P strategy, market intelligence and insights, GTM strategy, product and customer hierarchies and segmentation, push/[ull marketing strategies and operations marketing in a B2B environment. Drive certain B2B2C marketing strategies when appropriate.
• Demand Generation: develop integrated go-to-market plans and demand generation strategies, both short and long term.
• Sales Enablement: Develop robust programs, trainings, tools that enable sales execution.
• Digital Strategy: Oversee digital strategy, including website optimization, eCommerce strategy and optimization, digital campaign, social media and content management across all digital channels.
• Global Pricing Architecture: Develop a global pricing strategy that reflects market conditions, competitive positioning, value delivery, and business model, with regional flexibility.
• Subscription Monetization: Design and execute pricing and packaging for subscription services (connected equipment, software, content), including bundling, tiering, and upsell paths.
• Promotion Strategy: Develop disciplined and creative promotional strategies that protect margin but enable revenue and volume growth. Define promotional levers aimed at demand generation, both broad and long term and short term.
• Account Based Marketing: Define the ABM playbook, providing growth strategies at the Account or segment level.
• Voice of Customer (VoC): Establish systematic processes for capturing customer feedback, preferences, and pain points via surveys, interviews, and advisory boards.
• Competitive & Market Research: Maintain current competitive intelligence on positioning, product roadmaps, and pricing. Commission market research for sizing, trend analysis, and opportunity identification.
• Product Management: Serve as the Voice of Customer and Market in product planning, providing insights into customer requirements and competitive threats to inform product roadmap prioritization. Drive the overall product portfolio performance along a broad assortment of product categories.
• Product Roadmap Development: Own the product roadmap, providing a link from the market to product development and engineering, in a long-term view.
• Product innovation funnel: Own the product innovation funnel from concept to commercialization, ensuring all new and existing offerings are grounded in validated market demand, clear revenue and margin targets, differentiated positioning, and disciplined go to market execution that drives adoption.
• NPI: Partner with product development on new product launch strategies, ensuring sales, marketing and channel partners are prepared to effectively sell new offerings.
• Beta Management: Identify and engage beta partner customers to manage feedback and iteration cycles.

Key Performance Indicators & Accountability

• Revenue & Growth Metrics: Total revenue (by brand, segment, geography, vertical), Year-over-year revenue growth rate, new customer acquisition revenue, expansion revenue, subscription revenue, average deal size, and deal velocity, customer and product vitality.
• Market & Customer Metrics: Lead Costs (CPL), Customer lifetime value (LTV), Net retention rate, Customer satisfaction (NPS), Market share, and win/loss rate.
• Operational Excellence Metrics: Sales cycle length, Sales funnel conversion rates, Sales quota attainment, Distributor partner satisfaction and performance, Sales team engagement, and Time to revenue.
• Financial Metrics: Gross margin on commercial revenue, customer acquisition efficiency and payback period, commercial operating expense ratio, profitability by segment, and cash collection, days sales outstanding (DSO), days of inventory on hand (DIO), and E&O inventory as a % of inventory.
• Forecast Accuracy: Key driver of the S&OP process, responsible for demand forecasting, product and marketing influences on demand and partnering closely with the S&OP team to improve overall inventory management and revenue success.
• Passion and enthusiasm for our people, our customers and our industry.
• Driven by team’s success, not self-success.
• High degree of self, team and organizational accountability.
• Collaborative and team oriented.
• Curious and creative in problem solving and root cause analysis.
• Situationally aware, emotionally intelligent.
• A+ people leader, balanced approach to team dynamics and cultural development.
• Performance management aimed at balancing individual development, and company success.
• Understands how to navigate change in a potentially change resistant environment.
• Is a great human being who values integrity, transparency and authenticity.

Strategic Thinking

• Develop clear, compelling commercial strategy grounded in market insight.
• Balance short-term revenue objectives with long-term market positioning and brand building.
• Strong judgment in prioritizing competing opportunities and markets.
• Proven track record of translating strategy into results through disciplined execution and accountability.
• Comfort operating in ambiguous, fast-changing environments; ability to make data-driven decisions with incomp]]>