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At Loadsmart, we’re proud of the technology we build and the expert services we provide—but it’s the people behind the scenes who drive everything forward. In this series, we’re introducing you to the Loadies shaping our future: the strategists, builders, operators, and problem-solvers who bring their full selves to work. You’ll get a glimpse into what they do, what they care about, and what makes them tick—both inside and outside the office.
Geoff Kelley has worked in transportation for more than 20 years. He brings deep
freight experience, a track record of scaling operations, building and leveraging technology, and a commitment to building strong teams. As Loadsmart’s COO, he focuses on aligning execution across the business and supporting the company’s maturation and growth into a profitable hybrid freight platform.
We sat down with Geoff to talk about his background, his vision for Loadsmart, and his loyalty to New England sports teams.
Q: Can you walk us through your background in freight and supply chain?
Geoff: “My transportation/logistics career started at UPS in 2000, which gave me a strong foundation in transportation and supply chain. I spent time in their core small package business, Mergers & Acquisitions, and also their Freight Forwarding division as CFO, providing a broad perspective to various components of the supply chain. That experience helped me understand operating a business at scale, collaboration across various business units, and the importance of good leadership, as well as the perils when that is lacking.”
Geoff moved into freight brokerage when UPS acquired Coyote Logistics in 2015. “That was my first real entry into the non-asset world Loadsmart plays in today. Working with a very strong team from Coyote, who was eager to continue to grow and evolve, I helped double Coyote’s revenue and improve operations to more than double profits in 3 years.”
He later became President & COO of NTG/TI (Nolan Transportation Group/ Transportation Insight), where he led a period of significant growth. “We more than doubled the business to become a Top 12 Freight Brokerage in 2023. That growth came through significant investment and deployment of technology, aligned processes to complement the technology investment, strong execution, and aligning digital products with internal and external needs.”
Q: What led you to Loadsmart?
Geoff: “Loadsmart is at an inflection point. It has the foundation—technology, a sizable brokerage, a nascent Managed Transportation product, a strong and motivated team. Building on a unified execution layer and strategic focus is bringing it all together.”
He saw a chance to apply the same principles he had used before: operational discipline, alignment across teams, and smart use of technology. “The chance to shape a next-generation freight platform was a big part of what drew me in.”
Q: How do you see your role in shaping Loadsmart’s future?
Geoff: “My role is very execution-focused. I oversee brokerage and managed transportation, but there is dependency across all teams to successfully deliver on our vision so I’m also working across teams to make sure we’re rowing in the same direction. It’s about driving accountability and operational clarity across departments.”
He draws a clear line between his focus and that of recently appointed Mark Carroll, SVP of Strategy and Business Optimization. “While I collaborate with Mark, his knowledge of the space and, in particular, the freight tech landscape, is extensive. We are all leaning on Mark to help clearly define where we should be going and why. My job is to then help make sure we get there—on time and with results.”
Q: Where do you see Loadsmart—and the freight industry—heading next?
Geoff: “There’s been this pendulum swing in the industry—from phone calls and spreadsheets to fully digital platforms. Many are now converging to more of a hybrid model. It’s not about replacing people with tech—it’s about enabling people with better tools. Not everyone will be able to invest in this path, and the power of tech should help drive consolidation in this highly fragmented industry.”
He sees Loadsmart as well-positioned to meet that moment. “We’re combining human relationships with AI, automation, and a flexible platform. That means we can meet the customer where they are—whether they need help booking one load or are ready to fully outsource their transportation.”
Q: Let’s shift gears—what do you like to do outside of work?
Geoff: “I’m originally from Boston, so yes—I’m a Red Sox and Patriots fan through and through.”
Geoff earned his MBA at Indiana University and now lives in Atlanta with his wife and two kids. “My son’s a freshman at IU, following in my footsteps. My daughter’s in high school, and my wife helps fill in for me when I’m in Chicago 3 days a week, as I’m a big believer in working in-person and the collaboration benefits associated with that.”
He also makes time for cycling. “That’s my outlet. I try to ride as often as I can. It’s how I unwind and stay balanced.”
Q: Final thoughts?
Geoff: “What excites me about Loadsmart is the potential. The foundation is here. The people are here. The tech is here. Now it’s about bringing it all together in a way that sets us apart in the market. I’ve done that before—and I’m ready to do it again.”
