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Loadsmart Hires Kelley COO to Oversee Brokerage

[ May 21, 2025   //   ]

Chicago-based logistics solutions provider Loadsmart said Geoff Kelley has joined the company as COO and will oversee its brokerage, 4PL and managed transportation services.

Kelley was president of Nolan Transportation Group (NTG) and Transportation Insight (TI), where he helped lead the company through a period of aggressive growth and tech transformation – more than doubling the business in less than three years. Before that, he held leadership roles at Coyote Logistics, after spending 15 years at UPS in various roles from small package, M&A, and freight forwarding certified futures and options analyst.

Loadsmart said Kelley’s arrival underscores its continued investment in operational leadership and scaled customer execution.

“Geoff has done this before – at scale,” said Felipe Capella, Loadsmart co-founder and CEO. “His leadership is a clear signal to the market: Loadsmart is serious about brokerage, serious about managed transportation, and pushing for aggressive growth.”

The announcement follows a strong year for Loadsmart, which achieved operating profitability in the third quarter 2024 and is on pace for a strong financial performance in 2025, the company said, though it did not release specifics.

Loadsmart said it is also advancing its long-term vision of a unified logistics ecosystem, appointing Mark Carroll as senior vice president of strategy and business optimization. With leadership experience at Echo, Swift, Descartes, and NTG, Carroll is to bring Loadsmart’s software and services into tighter alignment to manage more of their logistics in one place, with fewer handoffs and better results. Loadsmart’s broader platform includes a suite of purpose-built SaaS tools designed to streamline the entire freight lifecycle, including ShipperGuide TMS for transport management, Carrier TMS for fleet operations and Opendock for dock scheduling and YMS platform.

Geoff Kelley, COO, Loadsmart

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