Lisa Coleman

 

People often ask how long I’ve been in the freight industry. I usually laugh before answering - it’s not polite to ask a lady her age, after all - but the truth is, it’s been 28 years and counting. And somehow, I still love it just as much as I did at the beginning.

 

Like many people in this industry, I didn’t start out with a grand plan to work in freight. I answered a job ad in The New Zealand Herald for a customs runner at Merz & Associates, and suddenly found myself running paperwork all over town. Back then, everything was physical - cheques, bills of lading, Customs stamps - and I learned quickly that this industry moves fast and rewards people who aren’t afraid to get stuck in.

 

From there, one role led to another. I worked my way through different positions, learning the business from the ground up, before heading overseas to work in New York and San Francisco with Rohlig. Those years gave me a whole new appreciation for how complex - and how fascinating - global freight really is.

 

These days, I’m the Managing Director at Rocket Freight, overseeing customs brokerage, freight forwarding, cartage, and our ATF and customs facility, as well as sales and marketing. I’m also proud to be part of the CBAFF Council, where I lead the Generation Future team. That role means a lot to me. I genuinely love helping young people see that freight isn’t just trucks and containers - it’s problem-solving, logistics, relationships, and opportunity.

 

If I had to sum up what’s helped me most over the years, it would be curiosity and people. I like talking to people. I like hearing their stories. And I’ve learned that if you’re willing to ask questions, have a go, and build relationships, doors tend to open.

 

The industry has changed enormously since I started. We’ve gone from fax machines and telex releases to fully digital systems and e-documents. While the efficiency is fantastic, I do miss some of the personal connection - especially the old Customs help desks, where you could walk up, ask a question, and learn from people who’d been in the game for decades.

 

Even so, I still genuinely love what I do. My husband calls me a freight nerd, and he’s probably right. No two days are ever the same, and I love the challenge of solving problems and making things happen. Sometimes it feels like we’re pulling off magic behind the scenes - and that’s part of the fun.

 

I’ve been lucky enough to work on some incredible projects over the years, from the Olympics to setting up new trade lanes in the US. One of my personal favourites, though, was managing the logistics for the Smith & Caughey’s Christmas windows. I love Christmas (I’d happily start in November), and being part of something so iconic - and sharing it with my kids each year - made it extra special.

 

If I could give one piece of advice to anyone thinking about a career in this industry, it would be this: go for it. There are so many paths you can take, and you don’t have to have it all figured out from day one. Try things, learn as you go, and don’t be afraid to change direction.

 

Looking ahead, I’m excited about where the industry is heading. Technology and AI will change the way we work, but they won’t replace the people behind it. If we keep learning, adapting, and giving the next generation the space to grow, the future of freight is in very good hands.