Persona report

A VP or Director at a B2B, healthcare, or global enterprise company who owns parcel transportation within a significantly more complex environment than retail. Dealing with system fragmentation from M&A, industry-specific compliance requirements, and a procurement-heavy buying process that stretches deal timelines. Evaluating shipping technology as part of a platform consolidation initiative, expecting to land with a focused solution before expanding. Defining Characteristics: • Owns parcel transportation within a complex B2B, HLS, or global logistics environment • Managing system fragmentation from M&A — multiple TMS instances across subsidiaries • Navigates industry-specific compliance: coldchain, traceability, healthcare carrier services • Evaluating shipping tech as part of a broader WMS/OMS/TMS consolidation initiative • Procurement and legal involvement extends buying process by months compared to retail • Operates without adequate analytics or audit visibility into shipping performance and costs • Requires carrier support and platform infrastructure across NA, EU, LATAM, and AIPAC • Discovers vendors through Gartner, SAP/Oracle partner events, and industry trade shows