You Bring: 10+ years of commercial, revenue, growth, or e-commerce leadership experience, ideally with a physical-goods DTC brand in fitness, outdoor, performance apparel, footwear, equipment, or premium consumer goods. Your job is to turn GORUCK’s fiercely loyal community and world-class product line into a predictable, scalable, and highly efficient engine for customer acquisition, retention, and lifetime value.

Chief Revenue Officer (CRO)

Location: Jacksonville Beach, FL
Reports to: Chief Executive Officer
Size of Team: 7-10 employees + contractors 

We’re Not Here To Play It Safe. Neither Are You.

We have the brand. We have the products. We have built the community. Now we need to build the revenue engine that scales them.

GORUCK is looking for a Chief Revenue Officer to own top-line growth and commercial profitability across Gear, Footwear, Apparel, Training, Events, and emerging channels. This is not a creative or brand-storytelling role. This is a data, execution, and math-driven position—equal parts vision, execution, numbers, and people. Your job is to turn GORUCK’s fiercely loyal community and world-class product line into a predictable, scalable, and highly efficient engine for customer acquisition, retention, and lifetime value. You’ll own the numbers. And you’ll be expected to know what they mean, what needs to change, and how to get the organization moving against them.

Why This Role Exists

GORUCK has built a premium product portfolio, a powerful brand, and a community unlike anything else in fitness. Our next stage of growth requires greater commercial discipline.

We need one leader connecting revenue, customer acquisition, retention, e-commerce, merchandising, pricing, and demand forecasting. Someone who can look across the entire business, understand where growth is coming from, determine where we should invest next, and build the systems and team to execute against it.

The CRO will build the commercial engine behind GORUCK’s next stage of growth.

Who You Are

You’re both an Apex Operator and Leader. You’re as comfortable in a spreadsheet as you are at the executive table. You understand unit economics, cohort analysis, contribution margin, CAC, LTV, conversion, and inventory turns—and you use them to make decisions.

You’re highly analytical without getting stuck in analysis. You have the confidence to challenge a founder or an assumption, but the humility to change your mind when the data changes.

You care about outcomes more than appearances. If the less polished email converts better, you want the less polished email. If a product isn’t selling, you want to understand why—and you’re willing to make the call on what happens next.

You understand that GORUCK’s brand and community are incredibly valuable, and your job isn’t to reinvent them. Your job is to build the commercial machine that scales them.

You Bring:

• 10+ years of commercial, revenue, growth, or e-commerce leadership experience, ideally with a physical-goods DTC brand in fitness, outdoor, performance apparel, footwear, equipment, or premium consumer goods.
• Experience helping scale an emerging consumer brand, ideally through a significant growth stage such as $30M to $100M+ in revenue.
• Proven ownership of revenue and commercial P&L performance with a track record of driving profitable—not just top-line—growth.
• Deep DTC e-commerce expertise across acquisition, retention, conversion, lifecycle marketing, merchandising, pricing, and promotions.
• Strong command of performance marketing and the economics behind it: CAC, LTV, contribution margin, attribution, cohort analysis, and ROI.
• Experience developing revenue and unit forecasts and translating demand into actionable plans with Operations, Finance, and Product.
• Experience building revenue beyond DTC through B2B, wholesale, government, institutional, or other commercial channels.
• Strong leadership experience building and managing high-performing teams.
• High emotional stability, low ego, strong judgment, and the backbone to challenge assumptions with data.
• Alignment with GORUCK’s culture and mission. Experience in fitness, endurance, outdoor, tactical, military, or similarly mission-driven communities is a plus.

What You’ll Own:

Revenue & Commercial P&L
Own GORUCK’s revenue strategy and commercial performance across DTC e-commerce, B2B, wholesale, government, Events, and emerging channels. Drive top-line growth while protecting contribution margin and profitability.

Growth & Customer Economics
Build a predictable acquisition and retention engine. Own performance marketing strategy and marketing spend allocation across paid social, search, affiliate, influencer, email, SMS, and other growth channels. Know our CAC, LTV, conversion, retention, and channel economics—and use them to determine where the next dollar should go.

E-Commerce & Conversion
Own the GORUCK.com conversion engine, including the customer journey, site architecture, e-commerce technology roadmap, and conversion-rate optimization. Build the attribution, reporting, and dashboards required to know where revenue is coming from. No guessing.

Revenue & Demand Forecasting
Own the 12–24 month rolling revenue and unit forecast, progressing from category to SKU. Partner closely with Operations and Finance so demand translates into inventory, sourcing, cash-flow, and margin plans the company can execute against with confidence.

Merchandising, Pricing & Margin
Own pricing, merchandising, and promotional strategy while protecting GORUCK’s premium positioning. Partner with Product to understand what sells, what doesn’t, and why. Use sales, margin, customer, and inventory data to inform assortment decisions and keep working capital productive.

New Revenue Channels
Build and scale B2B, government, institutional, wholesale, and strategic partnership opportunities. Partner with Community and Events on ticket pricing, promotions, customer acquisition, loyalty, and cross-selling strategy.

Team & Execution
Build and lead the team required to execute GORUCK’s revenue strategy. Create clear goals, accountability, and operating rhythms that turn strategy into measurable results.

The Scoreboard

There’s no hiding from the numbers. If the CRO is doing the job, these move in the right direction:

• Gross & Net Revenue: Sustainable top-line growth across the business.
• Contribution Margin: Growth that is actually profitable.
• LTV:CAC: Efficient acquisition of valuable, repeat customers.
• Forecast Accuracy: What we said we would sell versus what actually sold.
• Inventory Velocity: Healthy turns and disciplined working-capital management.
• Conversion & Retention: More customers buying—and coming back to buy again.

Why GORUCK?

• Zero corporate fluff.
• We build gear you’ll never need to replace and a community that won’t let you quit.
• We train hard, move fast, and back everything with a lifetime guarantee—because excellence isn’t optional.
• You’ll work with a team that believes in earning it, leading from the front, and rewarding boldness, ownership, and relentless execution.
• You’ll have the scope and authority to build the commercial engine behind GORUCK’s next stage of growth.
• If you’re wired for purpose, welcome home.

This job description isn't a static contract—roles evolve, and we expect you to evolve with them. GORUCK is an equal opportunity employer. We hire based on merit, character, and grit, and we do not tolerate discrimination. If you need a reasonable accommodation to perform this role, let us know.

 

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