ORGANIZATION OVERVIEW:

The Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) together represent the heart of the automotive aftermarket and motorsports industries. United by a passion for cars, trucks, SUVs, and racing of every kind, these organizations support a vibrant global marketplace that spans performance parts, advanced racing technologies, restoration, restyling, and the full spectrum of specialty automotive innovation.

SEMA is a dynamic, business-minded nonprofit trade association made up of manufacturers, distributors, retailers, builders, publishers, race teams, and more—an industry ecosystem powering a nearly $53-billion-a-year retail market. Through industry-leading programs, advocacy, research, and world-class events—including the annual SEMA Show, one of the largest automotive trade shows in the world—SEMA helps its members grow, innovate, and succeed.

PRI extends this influence into the global racing marketplace. Since 1986, PRI has been the premier source of business intelligence, cutting-edge technology insights, and community connection for racing professionals. The annual PRI Trade Show in Indianapolis brings together over 1,000 exhibiting companies and thousands of racing stakeholders across every major discipline, supported by 

PRI’s industry-leading advocacy, media platforms, education programs, and year-round engagement. 

Together, SEMA and PRI fuel the success of thousands of businesses, connect industry professionals worldwide, and preserve and grow the future of automotive performance and racing. 

PURPOSE:

The Chief Revenue Officer (CRO) is a key, strategic executive leader responsible for developing and executing a comprehensive revenue strategy to sustain and grow the organization’s impact. The CRO oversees all revenue-generating functions, including marketing, sales, membership, events, and revenue management.As a key member of the executive leadership team, the CRO partners closely with the CEO, Board of Directors, and EMT to align revenue growth with mission delivery and long-term sustainability. This role ensures operational excellence, drives strategic initiatives, improves efficiency, and aligns initiatives with the Association’s long-term goals. Partners closely with the EMT to shape strategy, manage growth, and deliver exceptional organization outcomes.

RESPONSIBILITIES AND AUTHORITY:

1. Provide strategic oversight of revenue streams. 

2. Partner with respective department heads on goal development and implementation, departmental budget planning and employee development.

3. Develop and implement a multi-year revenue strategy aligned with organizational goals.

4. Establish annual revenue targets and performance metrics.

5. Align revenue generating strategy with marketing, communications, and brand positioning.

6. Leverage data analytics and CRM systems to increase membership and membership retention. 

7. Ensure teams are aligned with company values, goals, and performance expectations. 

8. Prepare and present annual budget to CEO and BOD Budget Committee, in conjunction with CFO.

9. New Business Development – assist with the Due Diligence process for potential acquisitions. 

10. Develop policies, procedures, processes and programs to optimize the day-to-day operation of the Association as directed by President and CEO.

11. Identify potential revenue risks and develop mitigation strategies. 

12. Participate in BOD meetings and planning sessions as a staff resource.    

13. Perform other assignments and duties as required by President and CEO.

RELATIONSHIPS:

1. Reports to President and CEO.

2. Interfaces with Vice Presidents/Directors/employees/Board of Directors.

3. Interfaces with the Association members and prospective members. 

Pay Range: $280,000 - $340,000

This job description is not intended to be and should not be construed as an all-inclusive list of all responsibilities, skills, relationships or working conditions associated with the position. While it is intended to be an accurate reflection of the job requirements, management reserves the right to modify, add or remove duties and to assign other duties as necessary. 

SKILLS AND KNOWLEDGE REQUIRED

1. 10+ years of progressive leadership experience in revenue strategy, or advancement.

2. Proven track record of achieving multi-million-dollar revenue targets.

3. Strong financial acumen and experience with revenue forecasting.

4. Demonstrated ability to lead and scale high-performing teams.

5. Excellent relationship-building and communication skills.

6. Excellent written and oral communication skills with proven public speaking and managerial skills. 

7. Excellent organizational skills and the ability to manage multiple tasks.

8. Bachelor’s degree in management or related discipline or an equivalent number of years of direct related experience (10-12 years).

9. Knowledge of the automotive aftermarket and its specialty segments is a plus.

10. Proven experience with strategic planning and tracking measurable results. 

About Specialty Equipment Market Association (SEMA)

A love for cars, trucks and SUVs is the motivating force behind the Specialty Equipment Market Association (SEMA). This trade association consists of a diverse group of manufacturers, distributors, retailers, publishing companies, auto restorers, street-rod builders, restylers, car clubs, race teams and more. Our organization performs many services for its members and for the hobby as a whole. Perhaps most importantly, SEMA works hard to protect consumers’ rights to drive accessorized, customized and vintage vehicles. Every year, SEMA also presents an enormous trade show in Las Vegas. This is where manufacturers unveil their latest offerings, while buyers, distributors and members of the press walk their feet off to see it all. Visit SEMAShow.com for more information.

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