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Logical Logistics: How Sydney Braunstein Is The Ultimate Connector

(Image courtesy of Shutterstock.)

We live in the era of buzzwords. Certain words grab our attention when we watch the news or read an article. For some, the words can revolve around pop culture (think your favorite celebrity gossip) or business (naming an established financial institution that would pique your interest). But, the term I want to discuss today is supply chain.

(Image courtesy of Golden Sikorka and

Before this interview, I viewed the supply chain as a theoretical economic concept reserved for business meetings and political commentators. When people discussed it, I knew how and why it worked, but I wanted to learn more about the many layers of the supply chain.

(Image courtesy of Shopify. Illustration by Diego Blanco.)

Luckily, I had the chance to speak with my friend Sydney Braunstein. I have known Braunstein for five years. Our friendship developed over our mutual love of Shaina Twain and Hillel. Recently. Sydney decided to start her company, SHES Logistics, where Sydney connects shippers and carriers to align the freight to the best-fit capacity. I had the chance to speak with her to learn more about her career journey.

(Image courtesy of Shes Logistics)

1. What is your career journey?

My logistics career began during my senior of college, where I interned at a fortune 100 non-asset-based brokerage on the operations team. A non-asset-based brokerage is a logistic company that acts as the intermediary between the customers, shippers, and the transportation team. After two months of my internship, my company named me a standout candidate for a full-time post-graduation role.

Once I graduated college, I worked with the sales and account management teams. While I was settling into my professional life, the COVID-19 pandemic hit. While the company laid me off, they aligned me to a better position where I worked on the international logistics sales team.

I began the international logistics position during the pandemic. While I did not have formal training, I learned by navigating the trenches. I asked many questions about the customer and the overall market. COVID-19 allowed me to form close connections with my customers as we worked together to overcome challenges. Overall, the pandemic allowed me to grow as a person and professional. But, I knew it was time for me to explore new opportunities.

I started a new chapter at an asset-based brokerage. An asset-based brokerage is a logistic firm that owns its transportation fleet. Within two months of starting as a national account manager, the company promoted me to a position that did not exist, manager of sales and marketing. My role entailed helping the marketing team create sales, content, and early career recruitment content. I acted as the midpoint between HR and Sales, where I leveraged my experience to develop a student/ young professional pipeline. After five months at this job, I had the chance to work at a different smaller company with a similar vision. Recently, I decided to venture into this world with my own company SHES Logistics.

(Logo courtesy of Shes Logistics)

2. What is the supply chain?

The supply chain is a network of carriers, brokers, shippers, and manufacturers. It'show a product starts as a raw material, how the product is manufactured, and how it gets to the customer. Every supply chain is different, and no two supply chains have the exact needs. Consequently, the supply chain is a customer-centric business model aimed at getting goods to customers as efficiently as possible.

(Image courtesy of Istock.)

3. What inspired you to create your business?

Everyone promotes technology and EDI (Electronic Data Interchange) in the logistics realm. IBM defines EDI as" the intercompany communication of business documents in a standard format. The simple definition of EDI is a standard electronic format that replaces paper-based documents such as purchase orders or invoices. By automating paper-based transactions, organizations can save time and eliminate costly errors caused by manual processing (IBM, 2021). " EDI is when companies create software for their supply chain. Yet, many people forget the essential part of this field, the importance of excellent customer service. When I work with a company, I help them achieve their business goals and define possible growth areas. What people in my industry tend to forget is that peoples' livelihoods depend on a reliable supply chain.

(Image courtesy of Shutterstock.)

4. How do you incorporate your mission and vision into your company?

My mission is to change the status quo within the industry. I want to partner with clients to learn about the intricacies of their businesses and help them achieve their goals. I strategically choose carriers I know will do the best to address any customers' needs. My vision is to add value to all my clients' supply chains and become an asset to any company I work with by providing reliable service, competitive pricing, and sustainable growth.

(Image courtesy of Getty.)

5. How did your time at The University of Central Florida impact your career?

UCF always promotes opportunities. When a person goes away to college, they can find themselves without the influence of family or friends restrictions. When I was in school, I had the chance to take GEB 4513 Applied Business Technologies with Christopher Leo. I had the opportunity to take MAR 3407 Contemporary Selling with Dr. Carlos Valdez, which taught me how to differentiate between being a salesperson and an asset for both my customers and employer.

(Image courtesy of UCF. Austin S. Warren took this image.)

UCF gives you the tools to differentiate yourself when applying for jobs and transitioning from college student to young professional. Through UCF, I had already generated a robust resume and worked with a career advisor to ensure my resume highlights who I am.

(Image courtesy of Shes Logistics)

6. What advice would you give to students and young professionals who want to enter this realm?

I advise college students to focus on why they are in school. A college provides the specialized skills needed to succeed in your focus area. Many seniors graduate without a job lined up or a solid resume. My introduction to the logistics world came from MAR3407 when my employer came to talk to the class. I dressed professionally, thanked them for speaking, and interacted in this competitive industry.

(Image courtesy of UCF. Steven Diaz and Austin Warren took this image.)

7. What is the future of the company?

While the future is unwritten, I want to help people, especially small companies, because big organizations often overlook them. After all, they only make up a small spend but large percentage of money. But for me, everybody deserves the same treatment, whether you ship once a month or once a day.

(Image courtesy of Shes Logistics)


Me on my first day of graduate school

Rachel Huss

Thank you so much for stopping by and reading my blog! Please reach out if you have any ideas for content, partnerships, and more!

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