Chief Revenue Officer

SUMMARY

The Armstrong Company is seeking a Chief Revenue Officer to lead thestabilization, rebuilding, and long-term growth of our revenue engine across acomplex, multi-line service organization. This is a high-impact executive rolefor a proven revenue leader who can bring strategic clarity, operatingdiscipline, and scalable commercial leadership to a business with meaningfulopportunity for revenue transformation.

The first-year mandate is clear: stabilize performance, close revenue leakage,strengthen commercial discipline, and rebuild a reliable operating cadence. Inyears two and beyond, the CRO will build on that foundation to accelerateprofitable, sustainable growth. We are looking for a leader who can unify ourrevenue strategy, strengthen go-to-market execution, and help build a moreintegrated commercial engine for the future.

ABOUT ARMSTRONG

The Armstrong Company is a third-generation logistics business withapproximately 34 owned locations, 1,400+ employees, and more than 5 millionsquare feet of warehousing space. Our platform serves customers across multipleservice 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, employeerelocations)

Armstrong has grown through strong execution, operational excellence, anddisciplined acquisition. Our revenue flows through a distributed network ofowned locations and independent booking agencies. Success in this role requiresdriving change through influence, partnership, and accountability—not solelythrough direct authority.

THE OPPORTUNITY

The CRO will lead the company’s enterprise-wide revenue strategy across allmajor revenue streams. This executive will be responsible for creating adisciplined, data-driven, and scalable revenue organization that improvesvisibility, strengthens execution, and drives profitable growth. The CRO willestablish and lead a revenue operations capability that provides theforecasting, pipeline rigor, CRM adoption, analytics, pricing governance, andsales enablement needed to support the Company’s turnaround and long-term growthobjectives.

This role is well suited for a leader who understands how to stabilize andimprove revenue performance in operationally complex businesses; navigate bothdirect-sales and partner-influenced go-to-market models; and lead meaningfulchange while building trust in a relationship-driven, family-built organization.

The CRO will report to the CEO and have direct oversight of the nationalsalesforce, centralized account, and customer management teams.

WHAT YOU'LL DO

• Own enterprise-wide revenue strategy across Armstrong’s business lines, withan 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 operatingcadence, forecast accuracy, pipeline hygiene, CRM discipline, reporting, andperformance visibility.
• Align sales, business development, pricing, sales enablement, and commercialexecution around common goals, metrics, processes, and accountabilitystandards.
• Build a more unified and accountable go-to-market model across Armstrong’smulti-market footprint, owned locations, and independent booking-agencynetwork.
• Drive adoption and effective use of Armstrong’s moving/van-line CRM andLeadingEdge lead platform, ensuring data quality, consistent processes, andactionable reporting.
• Use close-rate benchmarking, salesperson analytics, pipeline data, and marketperformance insights to identify leakage, improve conversion, and increasesales productivity.
• Establish and manage a disciplined forecast and pipeline-review process thatimproves visibility, accuracy, and decision-making across the revenueorganization.
• 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 servicelines.
• Design or improve sales enablement through incentive compensation redesign,performance-management, and accountability systems that reinforce desiredbehaviors 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 supplychain and final mile.
• Partner with executive leadership to align revenue strategy with broaderbusiness priorities and clarify decision rights, accountability, andcommercial operating expectations.
• Help shape the long-term commercial model as the business continues toevolve, acquire, and grow.

WHAT SUCCESS LOOKS LIKE

During the first 12 months, the CRO will be expected to establish a clearcommercial baseline, implement a disciplined revenue operating cadence, anddemonstrate measurable improvement in the core drivers of revenue performance.Specific first-year targets will be finalized with executive leadership and mayinclude forecast accuracy, close-rate improvement, cross-sell attachment, CRMadoption, lead ROI, and sales productivity.

• A stabilized and more predictable revenue engine with clear visibility intopipeline, conversion, pricing, and performance.
• Greater forecast accuracy & stronger discipline in pipeline management, CRMadoption, and revenue reporting.
• Improved close rates, lead conversion, and sales productivity throughdata-driven coaching, process improvement, and accountability.
• Stronger lead economics and demand-generation effectiveness, includingimproved 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 amongteams, markets, and revenue motions.
• A scalable Revenue Operations model that supports continued growth andacquisition integration.

WHAT WE'RE SEEKING

We are seeking a commercially sophisticated, operationally grounded executivewho combines strategic thinking with strong execution. This role requires aleader who can raise performance standards, create data-driven discipline, anddrive meaningful change while working effectively in a relationship-driven,family-built organization.

Required Experience

• Experience in channel, partner, franchise, dealer, agency, or similarlydistributed go-to-market environments.
• Senior Revenue Operations or sales leadership experience in a complex,multi-segment business.
• Demonstrated success stabilizing, rebuilding, or improving revenue beforescaling growth.
• Experience in logistics, supply chain, transportation, industrial services,relocation, or related business services.
• Track record of building rigor around forecasting, pipeline management, CRMownership and adoption, performance reporting, compensation design, andperformance accountability.
• Strong BI and analytics fluency, including the ability to interpret sales,conversion, pipeline, and productivity data and translate insights intoaction.
• Experience leading or building a Revenue Operations function and establishingthe systems, processes, and operating cadence that support revenueperformance.
• Experience managing pricing and sales enablement in a multi-service-lineenvironment.
• Experience with demand generation, lead economics, lead ROI, and conversionperformance.
• Ability to influence across a broad network of stakeholders while drivingmeaningful change.
• Strong analytical and operational mindset with comfort leading throughmetrics and data.

Preferred Experience

• Supply chain, 3PL, warehousing, transportation management, or final-milecommercial leadership.
• Experience with moving/van-line CRM + LeadingEdge lead platforms.
• Commercial integration experience in acquisitive or multi-entityenvironments.
• 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 intoclear priorities and decisive action.
• Confidence paired with humility, curiosity, and the ability to build trustacross different teams.
• A change-agent mindset that respects and strengthens Armstrong’s culturewhile maintaining the courage to challenge legacy practices, raise standards,and make needed improvements.
• Ability to lead through influence across a distributed network and createalignment without relying solely on direct authority.

WHY JOIN ARMSTRONG

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

LOCATION & TRAVEL

Memphis headquarters preferred, though we will consider the right candidate in ahybrid arrangement given our multi-market footprint. The role requires regulartravel to Armstrong locations, key markets, and agency partners; anticipatedtravel expectations will be discussed during the recruitment process