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.