Bridging logistics and technology: Luci Simpson’s path to product leadership

When Luci Simpson walked through the doors of WiseTech 18 years ago, she wasn’t a product manager, or even thinking about becoming one.

Having spent nearly two decades in freight forwarding, she knew logistics inside out. But the idea of joining a software company felt intimidating.

“I’d never thought about working in tech,” she recalls. “I didn’t consider myself technical, and I assumed I’d need to know coding or development just to keep up. But I was looking for a challenge, and WiseTech offered exactly that.”

What started as a role in customer support quickly evolved into a career in product. Over time, Luci moved from answering tickets and supporting customers to leading a support team, then into a product specialist role, and eventually to managing her own team as a product manager.

Speaking the customer’s language: Why industry experience matters in tech

For Luci, her years in freight forwarding weren’t left behind, they became her biggest asset. “I approach problems from the customer’s perspective first. Having lived those pain points in logistics, I know what it’s like to deal with manual processes, endless data entry, or training new staff. That experience helps me shape solutions that don’t just solve one customer’s issue, but work across the industry.”

At first, the shift into tech was daunting. Conversations with developers often felt like a different language. But Luci learned that it was okay to ask questions. “I stopped Googling terms and just asked them to explain. And when they did, the lightbulb went off. That’s when I realized, collaboration is everything. At WiseTech, you don’t need to know everything. We all bring different strengths to the table.”

Luci’s growth continued to be fueled by leaders who believed in her

One of the defining factors in Luci’s career has been the support she’s had from leaders and colleagues. She was inspired to find herself surrounded by strong role models at WiseTech. Leaders like Angela Gadaev, who encouraged her to take on product management even when she doubted herself, played a pivotal role in her growth.

“Having a leader who believes in you makes all the difference. I was a self-doubter, but I was told, ‘Yes, you can do this.’ That support built my confidence and pushed me to grow.”

That belief not only gave Luci the confidence to step into product management but also the courage to tackle some of the most complex projects of her career.

Finding pride in industry-wide solutions

Looking back, Luci is proud of the projects where her industry expertise and product management skills came together. She points to her work on container penalties and carrier contracts as highlights. Both were complex, industry-wide challenges that required balancing customer needs with system design.

“They were projects where I started with a blank canvas, working out complicated calculations and designs. It took months of collaboration, but seeing the final solution was such a win. That’s what makes this job so rewarding.”

A career that continues to evolve after nearly two decades

For Luci, the reason she’s stayed at WiseTech for nearly two decades comes down to one thing: growth.

“Every day I learn something new. Even after 18 years, I don’t know everything and I shouldn’t. WiseTech is a place where you can ask anyone anything, where you’re constantly challenged, and where your ideas matter. You don’t need to be technical to make an impact. What matters is your perspective, your problem-solving skills, and your willingness to learn.”

Advice for logistics professionals

To those in the logistics industry who might be hesitant about making the leap into tech, Luci’s message is clear, don’t hold yourself back.

“You don’t need to know everything to get started. You just need to bring the skills you already have, be open to learning, and lean on the incredible support network around you. Everyone has something valuable to contribute.”

From freight forwarding to product leadership, from self-doubt to confidence, Luci’s journey shows just how much you can grow when you’re surrounded by opportunity, collaboration, and people who believe in your potential.

Explore careers at WiseTech Global

Want to help build technology that’s reshaping global logistics? Whether your background is in logistics, tech, or somewhere in between, there could be a place for you at WiseTech.

Explore our career opportunities today. If you don’t see an open role that connects with you or your experience and you’re still curious about what you could achieve, reach out to our Talent Team at talent@wisetechglobal.com.