Position Summary
Southeast Steel Systems is seeking a highly driven, hands-on Chief Revenue Officer to build and lead a disciplined, measurable, and scalable revenue engine across the business. This role will own the full commercial operating system, including pipeline management, CRM discipline, pricing governance, territory expansion, sales performance, and revenue growth initiatives across Tampa and Adel, with future expansion into broader regional markets.
This is not a purely strategic leadership role. The CRO must be willing to work in the details, drive daily execution, enforce accountability, build structure where needed, and partner closely with operations and finance to improve both top-line growth and margin quality. The ideal candidate may already be serving at the Vice President of Sales, Director of Sales, Director of Business Development, Revenue Operations Leader, or Senior Commercial Leader level and is ready to grow into a CRO title through strong execution and leadership.
This role is ideal for a builder. The right person will be energized by creating systems, standardizing processes, improving visibility, coaching sales talent, expanding market reach, and helping professionalize the commercial side of a growing steel systems business.
Why This Role Matters
The CRO will help shape the future of Southeast Steel Systems by building the commercial engine needed to support profitable, scalable growth. This role will create the structure, visibility, and discipline required to move the business forward while opening new markets, improving accountability, and strengthening revenue quality across the platform.
Reports To
Chief Executive Officer and Executive Leadership
Key Objective of the Role
Build a professional revenue engine that is measurable, repeatable, and scalable across Southeast Steel Systems by owning pipeline visibility, pricing discipline, rep performance, territory growth, CRM adoption, and revenue accountability.
Core Responsibilities
Revenue Operating System Leadership
• Build, implement, and own the company’s revenue operating system across all commercial activities
• Lead the weekly pipeline review cadence, including pipeline coverage, stage aging, conversion rates, close probability, and margin quality
• Define and enforce clear stage exit criteria to improve forecast accuracy and eliminate inflated or unsupported pipeline reporting
• Establish a disciplined sales management rhythm that creates transparency, accountability, and consistent follow-up
• Develop and maintain a revenue scorecard that tracks bookings, gross margin dollars, win rate, pipeline coverage, quote cycle time, backlog quality, and accounts receivable and DSO impact
• Define and enforce stage exit criteria (“a deal is not in stage X unless…”) to prevent forecast inaccuracy.
• Develop sound pricing methodology, ensuring GM targets and profitability.
• Rebuild and maintain forecasting processes using verified CRM data only
CRM Ownership and Commercial Discipline
• Serve as the business owner of NetSuite CRM and ensure it becomes the central tool for pipeline, quoting, follow-up, customer activity, and commercial reporting
• Standardize CRM fields, stages, and required data inputs, including quote status, drawings, submittal status, permit status, approvals status, and next steps
• Drive companywide CRM compliance and ensure sales representatives actively manage quotes, follow-ups, customer updates, win-loss reasons, and competitor information in the system
• Train, coach, and hold the team accountable for consistent CRM use and data quality
• Improve pipeline tracking and reporting visibility across all locations and territories
Sales Leadership and Performance Management
• Lead, coach, and develop the sales organization with a strong focus on activity, accountability, conversion, and profitable growth
• Create measurable sales objectives and performance expectations for each representative
• Build and implement rep scorecards that monitor productivity, pipeline health, close rates, pricing discipline, and margin performance
• Conduct regular business reviews with sales staff and support quarterly business reviews for key customers and top accounts
• Identify talent gaps and partner with leadership to recruit, onboard, and develop outside sales representatives and other commercial roles as needed
• Remove unclear or diffused accountability practices that weaken urgency, ownership, or performance
Territory and Market Expansion
• Build and execute a territory expansion strategy that begins with Tampa and extends into Georgia, South Carolina, Alabama, the Florida Panhandle, and other targeted growth markets
• Create a clear territory coverage map and leadership structure to support expansion efforts
• Evaluate customer concentration, geographic opportunity, and rep coverage to align resources with growth potential
• Drive the rollout of outside sales representatives into new and existing markets
• Increase market penetration through proactive prospecting, territory planning, channel development, and customer relationship building
Channel Development and Strategic Selling
• Develop growth strategies and selling playbooks for core market segments, including general contractors, roofers, erectors, owner builders, municipal and institutional buyers, and A and E firms
• Build and strengthen strategic partner channels across contractors, builders, engineers, designers, and other referral sources
• Expand customer relationships with open quotes, prior customers, and underdeveloped accounts
• Create structured connection campaigns and customer reactivation efforts that increase conversion and repeat business
• Support growth of service, project management, and change order opportunities that align with company priorities
Pricing Governance and Margin Quality
• Partner closely with Finance to improve pricing discipline, gross margin quality, and commercial decision making
• Help refine pricing strategy and establish better governance around quoting, discounting, and commercial approvals
• Align sales behavior and incentives with profitable growth rather than volume alone
• Monitor margin attainment by rep, project type, and market segment
• Help reduce quote leakage, improve pricing consistency, and support a stronger overall commercial model
Sales Compensation and Incentives
• Implement and monitor a commission structure across Southeast Steel Systems
• Ensure compensation plans motivate desired behaviors, support business goals, and reward profitable growth
• Partner with leadership and finance to measure effectiveness and adjust where necessary
Marketing and Brand Growth Support
• Partner in the development and execution of marketing strategies that support revenue growth and market visibility
• Help drive updated Southeast Steel Systems branding, logo usage, and commercial messaging
• Support launch and commercialization of a new website, including lead flow alignment and digital visibility
• Collaborate on SEO, AEO, SEM, digital advertising, and targeted outreach efforts
• Support sales enablement through marketing materials, signage, fleet branding, and market facing collateral
• Ensure marketing activity is connected to measurable revenue and pipeline outcomes
Required Qualifications
• Bachelor’s degree in Business, Sales, Marketing, Finance, Construction Management, or a related field, or equivalent progressive experience
• 10 or more years of progressive leadership experience in sales, revenue operations, business development, commercial management, or a related function
• Strong experience building and leading commercial systems, teams, and accountability structures
• Demonstrated experience owning pipeline management, forecasting, performance metrics, and sales process discipline
• Experience working in a highly operational, hands-on environment where execution matters
• Strong understanding of pricing, margin management, and commercial decision making
• Proven ability to lead through change, drive process adoption, and improve performance across teams
• Strong communication, coaching, and leadership skills with the ability to work across sales, operations, and finance
Preferred
• Experience in steel systems, metal buildings, manufacturing, construction, building products, industrial distribution, or related sectors
• Experience implementing or leading CRM systems such as NetSuite CRM or similar platforms
• Background in multi-location operations and territory expansion
• Experience developing sales compensation structures and performance scorecards
• Strong familiarity with channel sales, partner development, and market segmentation
• Experience supporting branding, lead generation, and commercial marketing initiatives
• Exposure to private equity, high growth, or operational transformation environments
Key Competencies
• Hands on leadership
• Revenue accountability
• CRM discipline
• Forecast accuracy
• Pricing and margin awareness
• Territory planning
• Performance management
• Process building
• Cross-functional partnership
• Strategic execution
• Team development
• Growth mindset
Personal Attributes
• Highly accountable and action oriented
• Comfortable working at both the strategic and tactical levels
• Able to bring structure, urgency, and discipline to a growing organization
• Confident leading change and enforcing standards
• Strong business judgment with a practical operating style
• Resilient, organized, and focused on results
• Collaborative and willing to partner closely with finance, operations, and executive leadership
