In the vast and ever-evolving landscape of the transportation and logistics industry, few individuals stand out as prominently as Rob Aronson. With a journey spanning five years in the field, he is poised to continue his impactful role in the sector for years to come. As Senior Manager of Strategic Initiatives at Light Speed Logistics (LSL), his contributions are nothing short of remarkable.

 A Journey in the Industry

Rob’s career in the transportation industry began half a decade ago, and he expresses unwavering commitment to continued growth in this dynamic field. In his current role as Senior Manager of Strategic Initiatives, he oversees the launch of new programs and the transformation of existing business units, all with the overarching goal of achieving strategic business growth. His portfolio includes diverse areas spanning intrapreneurship, government relations, workforce innovations, industry partnerships, ESG standards, and marketing communications. Rob’s education background includes a masters in business management from Queen’s University.

His journey with the Alberta Motor Transport Association (AMTA) began with a full-tilt approach, diving head first into industry knowledge. In 2020, he completed multiple Occupational Health and Safety (OH&S) courses for COR auditor training. His introduction to AMTA not only enriched his industry expertise but also immersed him in the association’s training, where he had the opportunity to interact with fellow AMTA members.

Commitment to Recruitment and Retention

At Light Speed Logistics, there is an impressive team that builds in the success of the company. The company’s commitment to excellence is mirrored in its workforce, which embodies diversity, spanning different backgrounds, cultures, religions, genders, and work experiences, to name a few. This diverse team is not only a testament to the company’s commitment to inclusivity but also a practical step to address the needs of Canada’s diverse driver workforce. Like many industries, LSL is no stranger to recruitment and retention challenges. However, they have implemented strategies to help them overcome this obstacle. 

Light Speed recruits across Canada through traditional marketing, but also through a variety of specialized programs and grassroots community outreach. Today, all employees – spanning truckers, maintenance, and office workers – represent over 30 languages, multiple religions, various genders, and a broad range of industry experience prior to joining the company. Currently, 85% of the company’s employees represent visible minority communities. This visible minority representation echoes across 74% of all management levels and is 100% for the company’s ownership. The DEI values within LSL allow for a safe space, a sense of community, and a place where essential issues to employees, such as dispatch, payroll, human resources, and safety, can all be resolved in the driver’s mother tongue. 

Another strategy is a modernized Driver Mentorship Program (DMP) developed in 2021. The DMP matches newly graduated Class 1 MELT drivers (mentees) with experienced drivers (mentors). This is the company’s solution to bridging the gap between what is taught during MELT and the real-world operations of on-the-road freight transportation. With approximately 900 hours of instruction and mentorship, drivers who go through the DMP are better positioned for career and road safety while maintaining and ensuring that Light Speed Logistics clients continue receiving reputable excellence and on-time delivery.

Their commitment to employees’ well-being is evident through in-house programs such as the Safety Scorecard, Driver Rewards Program, and Occupational Health and Safety (OHS) culture. By prioritizing safety and well-being, Light Speed Logistics aims to create a workplace that is not only inclusive but also safe and rewarding for its employees.

Involvement with AMTA

Rob’s involvement with AMTA extends beyond personal growth, and he says that it’s been an incredible journey developing a working relationship and flourishing partnership with AMTA over the last several years. Rob has led several AMTA projects, such as supporting the company’s CEO’s appointment to the AMTA Board of Directors, and guiding LSL’s inaugural AMTA Driver of the Month Award winner. Rob is proud that LSL, in recent years, has actively deepened its contribution to the AMTA community and industry at large. Most recently, Rob and his Light Speed colleagues are volunteering on the AMTA Commercial Truck Driver Competency Training Project (CTP). Rob has personally witnessed everyone, from LSL’s CEO to their newest employee, actively consult the CTP with exemplary expertise.

Throughout 2023, the LSL’s safety department has actively utilized the AMTA virtual training simulator and deployed this innovative training resource for both teaching and upskilling across their driver fleet. The feedback from employees has been invigorating and unanimously positive. 

Career Achievements and Challenges

Significant achievements have marked Rob’s career. One noteworthy recent accomplishment has been leading a team to launch Light Speed Driving Academy Inc. (LSDA) in the spring of 2023. LSDA delivers Class 1 MELT, Class 1 E&E MELT, Class 3, and airbrake training. The school is explosively growing, and as a result, they have had to quadruple their instructor team, with ongoing plans to continue expanding. Rob applied quick entrepreneurial thinking through establishing a federal grant program partnership with Trucking HR Canada in order to incentivize student enrollment and support LSDA’s strategic launch into the market.

Rob leads dozens of partnerships at Light Speed to support and scale multiple business units. The Trucking HR Canada (THRC) partnership is perhaps the best testimony to Rob’s success in developing a deep national presence in the transportation and supply chain industry. The THRC partnership has resulted in multiple workforce collaborations and Light Speed’s entry into the coveted Top Fleet Employer awards program.

Another notable achievement was that Light Speed Logistics was honoured to inaugurally be named one of Canada’s Best Managed Companies (2023), presented by Deloitte Canada. Through Rob’s MarComm portfolio, his office is responsible for storytelling Light Speed’s industry leadership through winning awards such as Best Managed Companies. LSL is grateful to join this exclusive Best Managed community, side by side, with industry colleagues and some of their largest clients. 

Key Innovations at Light Speed Logistics

Light Speed Logistics stands at the forefront of innovation in the transportation industry. Their investments in technology and training programs have positioned them as a leader in the field. Innovations include investing in tools like TMW for operations productivity measurement, Omnitracs for asset tracking, Orbcomm for reefer tracking and food safety integrity, and Lytx Drivecam with AI video intelligence for driver safety. The company has also embraced Electronic Data Interchange (EDI) technology to provide real-time supply chain visibility to its clients. Light Speed also implemented ELDs fleet wide years prior to the federal mandate. Improved in-cab experience, safety measures, and fuel efficiency enhancements are a critical part of LSL’s innovation strategy. The company’s dedication to utilizing cutting-edge technology and data-driven insights have enabled them to maintain an impressive on-time delivery rate.

The Joy of Working in Transportation

Having worked across various industries, Rob believes that the transportation industry holds a reputation for boasting some of the hardest and most dedicated workers. He says working alongside people who go above and beyond the ‘job role’ is motivating because they genuinely care about their impact. Furthermore, Rob believes that Light Speed Logistics is special, as most team members embody this principle and standard of excellence. The team, at large, sustains an overall hunger and thirst to constantly improve, striving to go above and beyond while taking care of each other throughout the process. This dedication from Rob and his colleagues
at LSL motivates them to continually strive for excellence and foster a culture of improvement within the organization.

Advice for Aspiring Industry Professionals

For those considering a career in the transportation industry, Rob’s advice is clear: “Don’t think twice; jump in with enthusiasm and see where the hard work takes you.” The transportation industry, and overall supply chain sector, holds unparalleled opportunity for career growth and personal development. Despite various market challenges in the industry, a worldwide driver shortage persists. This is echoed by a constant demand for transportation and logistics professionals in the office. It is clear that the industry truly offers unparalleled opportunities for those willing to seize them.

 Life Beyond Work

Outside of his professional life, Rob enjoys spending time with family and close friends, savouring the vibrant community events in Calgary. He’s an avid outdoors enthusiast, hiking the Rocky Mountains and participating in various sports, including weight lifting, tennis, and jogging. His commitment to giving back to the community is evident through his volunteer work with organizations such as the Calgary Food Bank, Lilac Festival, Junior Achievement, Calgary Suicide Centre, and the #NotInMyCity campaign. He’s also the co-founder and manager at Onesie Run, raising funds and awareness for the Calgary Humane Society.