Hilary Sauls, CMO of The Armstrong Company: Building the Role as the Business Grew

Hilary Sauls, Chief Marketing Officer for The Armstrong Company, joins CMO Journeys to discuss her nearly 14-year path from marketing coordinator to CMO. Her perspective is valuable because she has helped shape the marketing function from inside a family-built relocation and logistics business as it expanded into a broader, multi-market services platform.What the Conversation Covers• Hilary’s early path from Louisiana to LSU, sports PR, the New York Giants, recruiting, and eventually marketing leadership.• How she found opportunity inside an industry she did not originally seek out, and why the company’s values made Armstrong feel like home.• What it means to build roles that did not previously exist, especially inside a lean, family-owned business.• How The Armstrong Company is evolving its brand beyond household moving to reflect a broader portfolio across logistics, commercial relocation, warehousing, supply chain, healthcare, hospitality, and final mile services.• Hilary’s approach to agency partnerships, including why subject matter expertise, follow-through, cultural fit, and clear RFP responses matter.Guest BioHilary Sauls is Chief Marketing Officer for The Armstrong Company, a Memphis-rooted relocation and logistics business serving residential, commercial, warehousing, supply chain, and final mile needs across 36 markets. Since joining the company in 2012 as a marketing coordinator, she has helped build and expand the marketing function as the business has grown. Her role focuses on brand strategy, market positioning, communications, and helping the company tell a broader story about the value it brings at scale.About the PodcastCMO Journeys is a podcast from NextBigWin hosted by Christian Banach. The series features conversations with marketing leaders about the path to the C-suite, the challenges they are tackling inside their organizations, and how they evaluate agencies and strategic partners.