Fresh thinking, adaptability, and purposeful growth don’t happen by accident. At Transflo, we see those qualities every day, and this Women’s History Month, we’re proud to spotlight three exceptional women who are shaping our company’s direction and making a lasting impact in freight tech.

We caught up with Belinda Rueffer (SVP of Marketing), Merady Smith (Director of Operations), and Joni Johnston (Manager, Contracts and Purchasing), to talk about what draws them to freight tech, how the industry can better support women building careers in the field, the advice they’d offer their younger selves, and the skills they see as essential for the next wave of leaders.

Here’s what these trailblazers had to say:

Belinda Rueffer

Why do you love working in the freight tech space?
Honestly? It probably started with “Smokey and the Bandit.”

As a kid, I was completely captivated by the independence, swagger and open-road freedom of trucking culture. There was something iconic about it — big rigs, big personalities, big missions. I didn’t know I would end up in freight tech, but I think the fascination started there.

Fast forward, and I get to work in an industry that quite literally keeps the world moving. Behind every stocked shelf is a complex network of drivers, fleets and logistics teams — now powered by sophisticated software and AI.

I’ve had the privilege of helping companies like Solera, GPS Insight, Fleetio and Transflo modernize their brands as the industry evolved from paper-heavy processes to intelligent, connected ecosystems.

Freight tech may not always be glamorous — but it is foundational. And building technology that improves safety, efficiency and livelihoods is deeply meaningful work.

How can our industry better support women entering logistics or freight tech?
Make leadership visible. Women need to see other women leading — in operations, engineering, product and the executive suite.

Create real sponsorship, not just mentorship. Advice is helpful. Advocacy changes careers.

Tell a broader story. Freight tech is AI, data science, cybersecurity, marketing and strategy — not just trucks and warehouses. When we expand the narrative, we expand the pipeline.

And design cultures around outcomes, not optics. Flexibility and performance-based leadership models are critical to attracting and retaining top female talent.

What advice would you give your younger self?
Speak up sooner. You do not need perfect certainty to have a strong point of view.

Do not confuse being agreeable with being effective. Leadership requires conviction.

And learn the financials early. Understanding revenue, margins and capital strategy changes how you show up in executive rooms.

What skills will define the next generation of leaders?

• Narrative clarity — articulate why your company matters.
• Data fluency — translate insight into action.
• Cross-functional orchestration — align teams around outcomes.
• AI adaptability — understand how technology reshapes how we work and sell.
• Resilience — lead confidently through funding rounds, acquisitions and market shifts.

If that little girl watching “Smokey and the Bandit” taught me anything, it’s that the open road has always represented possibility.

On International Women’s Day and during Women’s History Month, my hope is that more women see this industry the same way — not as a closed lane, but as an open highway. And that we continue paving it a little wider for the next generation of leaders ready to take the wheel.

Merady Smith

Why do you love working in the freight tech space?
I love working in the freight tech space because it provides you with the ability to be innovative and it challenges you to have a mindset that can adapt and change quickly.

What are some ways you think our industry can support women who are interested in starting their careers in logistics or freight tech?
I believe that are three very important things that should happen to support women in logistics:

1. There should be more companies that provide mentorship programs in logistics and freight tech. 
2. Companies that are led by women should create a career development plan that is clear and specific to the needs of women entering this space.
3. Training in leadership specifically geared towards women.

What advice would you give to your younger self as you were starting out?
Don’t be so hard on yourself, give yourself grace.

Failure is not a bad thing; it provides you with the groundwork to try again until you are able to succeed.  I think fail stands for Failure at initial Launch.  To me that means try again and always believe in yourself. 

Never stop learning, never stop growing.

What skills do you believe will be crucial for the next generation of leaders?
First and foremost, flexibility and the ability to adapt to all situations.

Emotional Intelligence is a key ingredient to navigate the changes and challenges in the logistics/freight tech world.  It is a necessary part of managing teams to develop strong relationships and minimize conflict while driving effective decision making.

Communication is key.  Written and verbal. Listening is also a key component to communication.  

Computer and digital literacy are the future.  You must be able to successfully navigate both.

Joni Johnston

Why do you love working in the freight tech space?
I enjoy freight tech because it improves efficiency and supports an industry that keeps everything moving. Without freight, nothing else works.

What are some ways you think our industry can support women who are interested in starting their careers in logistics or freight tech?
Obviously, there are some real women powerhouses in our industry. The best way to support women entering logistics and freight tech is to give them opportunities and a clear path to grow while leveraging the experience of those before us to mentor and show that success is attainable.

What advice would you give to your younger self as you were starting out?
I would tell my younger self to focus on learning every aspect of the business, be willing to pivot, and ask questions while speaking up. Build relationships across the industry and find a mentor who will push you to grow. You won’t get it right every time, but success comes from being willing to always learn.

What skills do you believe will be crucial for the next generation of leaders?
The industry is changing fast, and the next generation of leaders will need to understand how AI and technology will impact freight. They need to be willing to learn from the ground up, tackle challenges head-on, roll up their sleeves, work hard, and make the tough decisions.