GreyOrange Bets on Supply Chain Veteran to Drive Next Phase of Automation Growth

ATLANTA, GA – November 18, 2025

A New Leader for a Shifting Landscape

GreyOrange, a prominent provider of AI-powered warehouse orchestration and inventory management software, has appointed Richard (Rik) Schrader as its Chief Revenue Officer (CRO). The move signals a strategic emphasis on expanding its partner network and accelerating growth in a rapidly evolving warehouse automation market. Schrader brings over two decades of experience in supply chain transformation, SaaS, and robotics, having held leadership positions at Körber, Honeywell, and NCR.

This appointment isn't just a personnel change; it reflects a broader industry trend. Warehouse automation is moving beyond simple robotics implementation to complex, integrated systems powered by AI and data analytics. “The level of sophistication customers are demanding is rising quickly,” notes one industry analyst. “They need solutions that orchestrate robots, people, and inventory seamlessly. That requires a different skillset at the leadership level.”

The Rise of the Partner-First Strategy

GreyOrange has been increasingly focused on building out its Certified Ranger Network—a program designed to empower system integrators to deploy and support its solutions. This strategy is a departure from the traditional direct-sales model favored by some competitors, and it’s gaining traction in the industry. “Companies are realizing that they can’t be everything to everyone,” explains a supply chain consultant. “Partnering with integrators allows them to scale more quickly, address regional needs, and provide a more customized experience for customers.”

This “partner-first” approach isn’t without its challenges. It requires a significant investment in training and support for partners, as well as a robust program for managing and monitoring their performance. However, the benefits – increased reach, reduced complexity, and faster time-to-value – can be substantial. “It’s about creating an ecosystem where everyone wins,” says a GreyOrange spokesperson. “We provide the technology, our partners provide the expertise and local support, and the customer gets a solution that’s tailored to their specific needs.”

Schrader’s Experience: A Strategic Asset

Richard Schrader’s background is particularly well-suited to this partner-focused strategy. Having spent years leading sales and marketing teams at major technology companies, he understands the importance of building strong relationships with channel partners. His experience in robotics and SaaS also aligns perfectly with GreyOrange’s core competencies. “He’s seen how these technologies are transforming the supply chain,” one source familiar with Schrader’s work observes. “He knows what it takes to scale a complex solution and build a successful partner program.”

Schrader’s time at Körber, a leading provider of supply chain solutions, is particularly relevant. There, he was responsible for driving growth in a highly competitive market. He has a proven track record of building high-performing teams and delivering results. His experience at Honeywell and NCR, with focus on enterprise software and integrated systems, will also be invaluable as GreyOrange expands its offerings and targets larger enterprise customers.

Navigating a Dynamic Market

The warehouse automation market is experiencing explosive growth, driven by factors such as the rise of e-commerce, labor shortages, and the need for greater efficiency and resilience in supply chains. Competition is fierce, with established players like Blue Yonder and SAP vying for market share alongside emerging startups and specialized robotics companies like Locus Robotics.

“The market is becoming increasingly fragmented,” says an industry analyst. “Customers are looking for best-of-breed solutions that address their specific needs. That creates opportunities for companies like GreyOrange, which can provide innovative technology and a flexible deployment model.”

However, this dynamic environment also presents challenges. Companies must invest heavily in research and development to stay ahead of the curve, and they must adapt quickly to changing customer demands. They must also be able to navigate complex supply chain disruptions and geopolitical uncertainties.

GreyOrange is responding to these challenges by focusing on AI-powered orchestration, modular solutions, and a strong partner ecosystem. The appointment of Richard Schrader as CRO is a key part of this strategy. By leveraging his experience and expertise, GreyOrange aims to accelerate growth, expand its market share, and become a leading provider of intelligent supply chain solutions. The company's recent Series D funding round underscores its commitment to innovation and expansion. Furthermore, GreyOrange's reported revenue growth indicates that they're gaining traction in a competitive landscape.