Saia hired Lisa Silverboard as VP of marketing to lead communications and community affairs work and strengthen the company’s brand, according to a news release last week. Silverboard joined the carrier in February, according to her Linkedin profile.
“Lisa brings deep experience in brand development, digital marketing and integrated campaign strategy,” EVP and Chief Customer Officer Ray Ramu said in the release. “Her leadership will help further elevate Saia’s brand and strengthen how we connect with customers across all channels.”
Silverboard has spent more than 20 years in brand management and marketing leadership roles at companies such as Georgia-Pacific and Scotts Miracle-Gro, and she recently led marketing at Americold.
The role recognizes the "company's belief that strong brand stewardship and understanding of shipper needs are essential to achieving long term business objectives,” Ramu said in a statement to Trucking Dive. “Lisa’s leadership will be key as we continue to expand our market presence and enhance the customer experience,” he said.
Saia has focused on marketing over the years and also had a nearly seven-year history with Brian Stupp until January 2024, according to his Linkedin.
The hiring comes on the heels of the carrier building out its nationwide service, Saia CEO and President Fritz Holzgrefe said on an earnings call in February.
The carrier is reaching existing and new customers through the expanded network, which involved upwards of $2 billion in capital improvements over the last three years and has now been in service for a full year.
Saia has repeatedly highlighted its marketing ambitions in annual reports, saying it aims to use targeted marketing initiatives “to grow revenue in more profitable areas.”
