Victoria Roberts Joins as Chief People and Culture Officer

As the team approaches 400 employees, culture is a main focal point. 

NEW PLYMOUTH, ID —, leader in transportation technology and freight matching solutions, has announced that Victoria L. Roberts, M.A. has joined the team as Chief People and Culture Officer. Victoria brings over 20 years’ experience as a trusted growth adviser for large organizations, specifically focused on preparing teams for transformational change. She has extensive experience leveraging her systems thinking approach to ensure that the organization has the talent, the process, and systems in place to support and sustain any transformation.

In her previous role, Victoria served as the President of Verus Global and held several organizational effectiveness consulting roles in mid-size and global organizations across various industries. She is the co-author of “Do Big Things: The Simple Steps Teams Can Take to Mobilize Hearts and Minds, and Make an Epic Impact” (Wiley, 2017).

“As continues to scale, Victoria will be an integral part in building a strong, growth-focused culture. We could not be more excited for her to join the team,” said Paris Cole, CEO of “We have always had a strong culture and a motivated team, but with our current growth, needs a strong leader with a proven track record to make sure we are focused first and foremost on our people. Victoria believes deeply in empowering employees and we are eager to continue that.”

“Joining the team is a great honor,” said Victoria Roberts, Chief People & Culture  Officer at “I have always known that a company is only as strong as its team and the team is a team that I am proud and excited to help lead. As we continue to grow and scale, I am committed to strengthen an already impressive culture and position our talent to grow and deliver on the vision.”

Victoria will travel to’s five offices frequently and will work permanently from her hometown of Denver, Colorado.

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