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Sheer Logistics is a leading provider of Fourth-Party Logistics( 4PL) and Managed Transportation Services dedicated to empowering midmarket shippers. We combine deep logistics expertise with our proprietary integration platform, SheerExchange, and advanced Transportation Management System( TMS) capabilities to provide end-to-end visibility, control, and optimization. Recognized by Gartner as a Representative Vendor in the Market Guide for 4PL, Sheer Logistics serves as a true logistics integrator, helping clients simplify complexity, reduce costs, and support profitable growth. As the marketing leader, my mission is to build Sheer’ s brand and generate marketing-qualified leads for the sales team,” begins Nick Fryer, VP of Marketing and Communications at Sheer Logistics.
A specialist in his field, Nick gained significant experience in various marketing roles before joining the company.“ I have spent my entire career, which spans over 25 years now, in marketing, advertising, and public relations( PR). In 2015, I joined the logistics industry as the Director of Marketing at AFN in Chicago, prior to its acquisition by GlobalTranz in 2018. At GlobalTranz, I took the lead on PR initiatives. From there, I joined the logistics and supply chain practice at FINN Partners, a global marketing and PR agency, as Vice President of B2B Integrated Marketing. When the opportunity to join Sheer Logistics presented itself, I jumped at the chance. In my current role as Vice President of Marketing and Communications, I oversee all aspects of marketing, lead generation, PR, and both internal and external communications,” he reveals.
As retail supply chains continue to encounter disruptions, Sheer Logistics plays a vital role in helping businesses navigate these challenges.“ Retail supply chains are dealing with numerous sources of disruption, including transportation delays, capacity shortages, lack of visibility and tracking, cost volatility due to fuel prices and tariffs, inventory imbalances, last-mile complexity, and geopolitical issues. To minimize the impact of these factors on retailers’ supply chains, Sheer Logistics empowers shippers to address and mitigate these challenges through its 4PL and managed services offerings. This solution combines dedicated
Our managed transportation experts serve as an extension of client operations, ready to adjust routing, expedite shipments, or solve problems on the fly experts with proprietary technology to enhance visibility, control costs, improve agility, and reduce the risk of supply chain disruptions,” Nick shares.
In addition to these common challenges, retailers face heightened logistics hurdles during peak retail seasons. Nick explains how Sheer Logistics empowers its clients to prepare for these conditions.“ In the run up to and throughout peak season, the common supply chain disruptions I previously mentioned become even more pronounced. Truckload and less-thantruckload( LTL) shipping capacity tightens as demand spikes, which in turn drives increased cost volatility. At the same time, consumer expectations for rapid delivery peak, often creating difficulties in positioning inventory and adding pressure from compressed delivery timelines. The key to success during peak season lies in partnership, planning and communication. We work closely with clients well in advance to align transportation strategies with demand forecasts. By leveraging our 4PL model, we diversify across
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