Job Description

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