Chief Revenue Officer

About The Role

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 Unit’s 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.

• 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.

• 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, Lat Am), 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.
• 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.

• 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…