Recurly Continues C-Suite Expansion with Appointment of New Chief Commercial Officer

Recurly Logo

Recurly, a leading subscription management and billing platform, announced yesterday the appointment of Rachel Sheriff as its new Chief Customer Officer (CCO). The move is part of a broader C-suite overhaul that began in January with the appointment of Joe Rohrlich as CEO and Lina Tonk as Chief Marketing Officer (CMO).

Rachel Sheriff, Chief Commercial Officer (CCO), Recurly

Rachel Sheriff has over two decades of experience in customer experience (CX) and customer success, having previously held leadership positions at Eptura, LogicMonitor, Accruent, and Bazaarvoice. As CCO, Sheriff will lead Recurly’s customer success, technical support, and professional services teams with the goal of increasing value delivered to customers and driving innovation and growth across the company.

Sheriff expressed her enthusiasm about joining Recurly, stating, “A great CX makes you feel seen, heard, and valued. As CCO, my team and I are the custodians of that experience. Recurly’s customer-centric approach aligns with my passion for working with customers throughout their lifecycle.”

CEO Joe Rohrlich emphasized the strategic importance of Sheriff’s appointment: “I am excited to welcome Rachel to the team and bring the voice of the customer to executive leadership discussions. Her experience and passion for customer advocacy will be invaluable as we continue to focus on growth and delivering exceptional value to our customers and partners.”

Lina Tonk, Chief Marketing Officer (CMO), Recurly

In addition to Sheriff, Recurly named Lina Tonk as CMO in April. Tonk, a seasoned software commerce leader, brings extensive marketing leadership experience from her previous roles at isolved and other high-growth software companies. Her addition is expected to accelerate Recurly’s growth by driving go-to-market strategy, demand generation, product marketing, brand expansion, and advocacy.

Tonk commented on her new role, “From the moment I met Recurly, I knew there was something special about this company. The innovation that Recurly is bringing to the subscription industry is unmatched, and it’s an honor to join forces with this team.”

Joe Rohrlich, CEO, Recurly

These leadership changes follow the appointment of Joe Rohrlich as CEO in January 2024, replacing co-founder Dan Burkhart, who served as CEO for more than 14 years. Burkhart, who played a key role in building Recurly from concept to profitability and oversaw more than $12 billion in annual transaction volume, continues to contribute to the company’s growth as a member of the board of directors.


Recurly’s recent management changes appear to be a strategic move to strengthen the company’s leadership position and drive growth in the competitive subscription management industry:

  • Strengthening customer focus: Rachel Sheriff’s appointment as Chief Customer Officer underscores Recurly’s commitment to improving customer experience (CX). With her extensive experience building and scaling global customer success organizations, Sheriff is well-positioned to ensure Recurly remains customer-centric, which is key to retaining and growing its user base. Her role will likely include not only improving direct customer interactions, but also ensuring customer feedback informs product development and strategic decisions.

  • Strengthen your marketing and brand presence: The addition of Lina Tonk as Chief Marketing Officer signals Recurly’s intent to strengthen its market presence and drive demand generation. Tonk’s experience in high-growth software companies and her expertise in building customer- and partner-focused teams will be invaluable as Recurly looks to expand its market reach. Her role in shaping the company’s go-to-market strategy and increasing brand visibility will be key to differentiating Recurly from the competition.

  • Leadership Stability and Vision: The transition from co-founder Dan Burkhart to Joe Rohrlich as CEO marks a significant change in leadership. Rohrlich’s history of scaling technology companies and driving growth positions him well to lead Recurly in its next phase. His vision for the company, combined with his dynamic leadership style, aligns with Recurly’s strategic goals of delivering exceptional value and driving sustainable growth.

  • Continuity and innovation: While leadership changes bring fresh perspectives and new strategies, Dan Burkhart’s continued involvement as a board member ensures continuity. Burkhart’s deep understanding of the company and industry will provide valuable insights and guidance, helping to balance innovation with the company’s established strengths.

  • Market position and future growth: These management changes come at a time when the subscription industry is rapidly evolving. Recurly’s focus on improving customer experiences, expanding marketing efforts, and leveraging experienced management will likely strengthen its position in the market. By addressing scalability issues and investing in a robust subscription management platform, Recurly aims to enable brands to optimize their subscription operations and achieve predictable revenue growth.

Recurly’s recent C-suite appointments reflect a deliberate strategy to strengthen the leadership team with experienced professionals who can drive customer-centric growth and market expansion. These changes are expected to strengthen Recurly’s ability to innovate, meet customer needs, and maintain a competitive advantage in the subscription management industry.