Chief Revenue Officer
Shadow Systems | Plano, Texas / Hybrid / Significant Travel
Shadow Systems is seeking a Chief Revenue Officer to lead global revenue growth across all company sales channels, including U.S. commercial sales, export sales, law enforcement and military sales, website/direct sales, and firearm accessory sales.
This is a senior leadership role for a hands-on sales executive who can build structure, drive execution, and stay close to the customer. The CRO will manage internal sales staff, outsourced sales rep firms, major customer relationships, sales planning, forecasting, channel strategy, and new product launch execution.
We are looking for someone who understands the firearms market, knows how distributor and dealer-driven sales actually work, and is comfortable spending time in the field with dealers, distributors, buy groups, agencies, reps, and industry partners.
What You’ll Do
- Own revenue performance across U.S. commercial, export, LE/military, website/direct, and accessory sales channels.
- Build and execute annual and quarterly sales plans by channel, customer type, and product category.
- Manage, coach, and develop Shadow Systems’ internal sales team.
- Lead and hold accountable outsourced sales rep firms and individual field reps.
- Visit dealers, distributors, buy groups, LE/military customers, and export partners to build relationships and drive sales.
- Develop stronger account planning, forecasting, sales reporting, and performance management.
- Support new product launches with clear sales plans, customer outreach, rep training, and market feedback.
- Work closely with marketing to improve demand generation, dealer support, launch execution, and customer communication.
- Work closely with operations and finance to align sales plans with inventory, production, margin, pricing, and cash priorities.
- Gather and share customer, dealer, distributor, rep, and competitor feedback with the leadership team.
- Identify growth opportunities in commercial, LE/military, export, direct, and accessory markets.
- Represent Shadow Systems at major trade shows, distributor shows, range events, buy group meetings, and customer visits.
What We’re Looking For
- Senior sales leadership experience in firearms, shooting sports, outdoor products, tactical products, defense products, or a closely related industry.
- Strong understanding of distributor, dealer, buy group, national account, direct, and/or agency sales channels.
- Experience managing internal sales staff.
- Experience managing outsourced sales reps or rep firms.
- Proven ability to build and execute practical sales plans.
- Strong customer-facing skills and willingness to travel regularly.
- Strong leadership, coaching, communication, and follow-through.
- Ability to operate in an entrepreneurial company where strategy and execution both matter.
- Comfort with sales forecasting, account planning, customer segmentation, and sales performance metrics.
- Ability to work cross-functionally with marketing, product development, operations, finance, and customer service.
Strongly Preferred
- Direct firearms industry experience.
- Existing relationships with firearms distributors, buy groups, major dealers, LE/military customers, or export partners.
- Experience launching new firearms, accessories, optics, suppressor-related products, tactical products, or related hard goods.
- Experience building or improving a formal sales program.
- Experience managing rep firms across multiple territories.
- Experience with CRM systems, dashboards, and structured account review processes.
- Experience attending or working major industry events such as SHOT Show, NASGW, NRA Annual Meetings, distributor shows, or buy group shows.
The Right Person
The right candidate is commercially aggressive, professional, field-oriented, and highly accountable. They know how to lead people, manage reps, build customer relationships, and create a sales system that actually drives results.
This person should be comfortable with both the boardroom and the gun counter. They should be able to discuss revenue strategy, margin, forecasting, and channel conflict, but also sit across from a dealer, distributor buyer, agency armorer, or rep and have a real conversation about products, programs, and what the market needs.
We do not need bureaucracy. We need structure, focus, discipline, customer contact, and execution.
Travel
This role requires significant travel for customer visits, rep ride-alongs, distributor meetings, buy group meetings, LE/military meetings, export customer meetings, trade shows, and company events.
Compensation
Compensation will be competitive and based on experience. The package may include base salary, performance-based incentives, and benefits appropriate for a senior revenue leadership role.
About Shadow Systems
Shadow Systems designs and manufactures premium firearms and related accessories for commercial, law enforcement, military, and international customers. The company competes through product performance, shootability, thoughtful engineering, and a strong commitment to supporting its customers and the firearms community.
