Chief Revenue Officer

Modern HR•Tustin, CA

About The Position

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.

Requirements

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.

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.