Heather Shelton
Madison,MS
Summary
Enterprise executive with more than 20 years of experience driving growth, organizational transformation, and operational excellence across founder-led, publicly traded, and private equity-backed industrial businesses. Known for rapidly diagnosing business challenges, aligning commercial and operational organizations, and building scalable operating systems that improve execution, profitability, and long-term growth. Proven success partnering with executive leadership, Boards of Directors, and private equity sponsors to strengthen commercial performance, improve organizational effectiveness, develop high-performing leaders, and execute strategic growth initiatives. Recognized for creating accountability-driven cultures, modernizing business processes, and leaving organizations stronger, more disciplined, and better positioned for sustained success.
Overview
2027
2027
years of professional experience
1
1
Certification
Work History
Chief Revenue Officer
ABC INDUSTRIES
Winona Lake, IN
11.2025 - Current
- Recruited to transform the commercial organization, improve enterprise execution, and position the business for profitable, scalable growth to prepare for PE exit.
- Rebuilt the commercial organization by recruiting key leadership, redesigning organizational structure, clarifying accountability, and aligning incentive compensation with profitable growth.
- Modernized the commercial operating system by transforming the CRM, implementing executive dashboards, standardizing KPI reporting, and improving revenue forecast accuracy to within 1% of actual performance.
- Developed market-specific pricing architecture, inventory strategy, and commercial planning processes that contributed to the company's return to positive EBITDA and positive cash flow.
- Launched the company's first direct mining strategy in the Eastern United States, onboarding three new strategic customers representing approximately $3 million in new annual revenue.
- Secured strategic commercial relationships with Southwest Airlines, Alpha Metallurgical Resources, Sunbelt Rentals, United Rentals, and Herc Rentals, establishing scalable national growth platforms.
- Created enterprise operating cadences connecting Sales, Operations, Engineering, Finance, and Executive Leadership while standardizing Board reporting and executive decision-making.
- Designed and implemented the company's first Stage-Gate product development process while championing creation of a Product Management function to strengthen product economics and margin performance.
- Fostered a culture of accountability, collaboration, recognition, and servant leadership that significantly improved employee engagement, cross-functional alignment, and organizational effectiveness.
Director of Sales, North America
FENNER INDUSTRIAL MOTION (MICHELIN)
Lititz, PA
11.2023 - 11.2025
- Responsible for commercial strategy across three North American business units representing an $80 million distribution portfolio while leading more than 40 commercial professionals.
- Delivered 6.7% year-over-year growth during the first year and sustained growth despite challenging market conditions.
- Restructured inside sales and redesigned the outside sales model, improving responsiveness, increasing quote conversion, reducing annual costs by $140,000, and delivering 10% regional revenue growth.
- Improved revenue forecast accuracy to within 2% through disciplined CRM adoption, standardized forecasting processes, and commercial accountability.
- Partnered with Business Intelligence developers to design Power BI dashboards that eliminated redundant reporting and saved more than 1,800 hours annually.
- Improved opportunity close rates from 35% to 46% within one business unit and 55% to 68% within another through disciplined pipeline management and commercial process improvements.
- Supported the commercial integration of two strategic acquisitions through cross-selling initiatives, go-to-market planning, and organizational alignment.
Divisional Vice President of Sales
ALLIED-LOCKE INDUSTRIES
Dixon, IL
01.2018 - 01.2023
- Directed commercial operations for the Asphalt & Paving Division, increasing annual revenue from $21 million to $38 million over five years.
- Developed and executed a new go-to-market strategy expanding beyond OEM sales into distribution, dealers, and end-user markets, growing the asphalt business from $3 million to $17 million.
- Secured one of the company's largest strategic accounts by winning the world's largest asphalt and aggregate producer, generating more than $15 million in business.
- Led the commercial team to consistently perform above target through strategic distributor partnerships and national account development.
- Reduced raw material costs by more than 20% through vendor optimization and strategic sourcing initiatives.
Regional Sales Manager
ALLIED-LOCKE INDUSTRIES
Meridian, MS
01.2015 - 01.2018
Sales Engineer
ALLIED-LOCKE INDUSTRIES
Meridian, MS
2004 - 01.2015
Skills
- Business Transformation
- Operational Excellence
- General Management
- Commercial Strategy
- Organizational Design
- Strategic Planning
- Pricing Strategy
- Market Expansion
- Executive Governance
- CRM Transformation
- Cross-Functional Leadership
- Organizational Development
- Acquisition Integration
- Executive Coaching
Certification
- Certified Professional Sales Leader (CPSL)
- Certified Change Management Specialist (CCMS)
- Executive education in Strategic Leadership, Commercial Transformation, Sales Growth, and Organizational Development.
EXECUTIVE IMPACT
- Executive leadership responsibility for businesses generating $150M+ in annual revenue with operating budgets exceeding $160M
- Successfully transformed organizations within founder-led, publicly traded, and private equity-backed business environments
- Returned a private equity-backed manufacturer to positive EBITDA and positive cash flow through commercial strategy, pricing discipline, and operational alignment
- Developed commercial growth strategies generating more than $18M in new annual revenue opportunities
- Designed enterprise forecasting and reporting systems achieving 1–2% forecast accuracy while eliminating more than 1,800 hours of manual reporting annually
- Recruited more than 100 professionals, built high-performing organizations, and developed multiple future senior leaders
BOARD & EXECUTIVE LEADERSHIP
- Private Equity Partnership
- Board Reporting & Executive Presentations
- Business Transformation
- Strategic Planning
- Organizational Design
- Commercial Operating Systems
- Executive KPI Development
- Product Commercialization
- Pricing Governance
- Cross-Functional Leadership
- Acquisition Integration
- Executive Succession Planning
Timeline
Chief Revenue Officer
ABC INDUSTRIES
11.2025 - Current
Director of Sales, North America
FENNER INDUSTRIAL MOTION (MICHELIN)
11.2023 - 11.2025
Divisional Vice President of Sales
ALLIED-LOCKE INDUSTRIES
01.2018 - 01.2023
Regional Sales Manager
ALLIED-LOCKE INDUSTRIES
01.2015 - 01.2018
Sales Engineer
ALLIED-LOCKE INDUSTRIES
2004 - 01.2015