Welcome to our series celebrating the incredible women in Supply Chain and Logistics! In a traditionally male-dominated field, it's important to shine a light on the inspiring women who are making a significant impact. Through a mix of insightful and fun questions, we’ll explore their journeys, challenges, and successes. While we acknowledge the contributions of everyone in this industry, this series aims to elevate the voices and stories of women who often get missed. Shirley Liu is our next feature.
SHIRLEY LIU
I have never met or even spoken to Shirley Liu. She was nominated to be a GG by some of her colleagues, and when I read through her answers I realized I want to be her friend. Not only is she brilliant, but we have a lot of the same interests, like reality TV (she listens to The Viall Files, so I know we’d have plenty to gossip about), hanging out in cafés and heading out on a hike to recharge. Shirley is the Chief Revenue Officer at NextSmartShip, where she helped build the business from the ground up, starting with their global customer service and working her way through software design to the sales team she now leads. She really loves her work and that comes through in every answer, especially when she calls out the 3PLs (third-party logistics providers) that still act like pack-and-ship vendors instead of real partners to the brands they serve.
What is your current role and company?
Chief Revenue Officer at Next Smart Ship
How did you end up in the world of supply chain?
I entered supply chain by diving straight into the deep end at NextSmartShip, building the business from the ground up. I didn't come in with a legacy logistics playbook, I had to learn the industry by doing. In the early days, I rolled up my sleeves to build our global customer service infrastructure from scratch.
Being on the frontlines meant listening directly to DTC founders' pain points every day. That customer-first grounding naturally led me into taking an active role in designing and co-developing our proprietary software features, ensuring our system actually solved real-world operational friction for e-commerce brands rather than just looking good on paper. From there, I built our global sales organization. Experiencing every layer of the business, from frontline support and software product design to driving revenue growth, built the exact cross-functional foundation required for my role as Chief Revenue Officer today.
What is your favourite part of your work day?
.My favorite part of the day is working across different teams, whether I’m mapping out a global fulfillment strategy with a fast-growing merchant, collaborating with product engineers on a new platform integration, or building out sales playbooks. Taking a complex supply chain challenge, building a tailored solution through our global warehouse network and software, and seeing a brand scale internationally because of it is insanely rewarding.
What is the least favourite part of your work day?
Having to prioritize when everything feels like an opportunity. When you’re hyper-focused on growing both a brand and a revenue team, you see endless ways to improve customer experience, build better features, or scale sales channels. But there are only so many hours in a day. You constantly have to tackle the non-sexy, foundational operational fixes before you get to build the fun, high-profile initiatives.
What is a systemic issue in your part of the supply chain that concerns you currently?
Two connected issues really concern me in the cross-border DTC space: tech over-promising and a lack of true operational partnership.
First, glossy logistics software and AI tools are constantly sold on future roadmaps, turning merchants into unpaid beta testers while their inventory stalls during peak season. Tech shouldn't be sold on hype—it must deliver immediate, transparent tracking and measurable ROI from day one.
Second, too many 3PLs still view themselves as mere "pack-and-ship" vendors rather than true growth partners for DTC brands. They hide behind rigid processes, opaque fee structures, and impersonal ticketing systems when things go wrong. In cross-border e-commerce, fulfillment isn't just about moving a box from Point A to Point B—it’s the backbone of a brand's customer experience and margin. Until logistics providers shift from transactional vendors to transparent, problem-solving partners, DTC brands will continue to suffer from unnecessary supply chain friction.
How would you address it if you had the power, money, or influence?
I would push for a complete industry shift toward total transparency and merchant-centric accountability.
Having built frontline customer support, co-designed proprietary software, and led sales at NextSmartShip, I’ve seen firsthand that true logistics tech must be built with and for the people relying on it every day. I’d set a new benchmark where tech-enabled 3PLs are held accountable not just for software uptime, but for real operational outcomes.
On the seller side, logistics companies should be comfortable being fully transparent about their live capabilities—showing clear, itemized pricing without hidden fees, and giving merchants real-time data visibility rather than hiding behind automated ticket queues. On the buyer side, I’d encourage DTC founders to ask harder questions before signing: look beyond glossy sales decks, demand proof of proactive human support, and choose partners who treat your inventory and margins like their own.
What is one piece of advice you have for young women entering your field?
Don't wait until you feel "100% ready" to raise your hand, and don't let imposter syndrome convince you that you don't belong.
When we were building NextSmartShip from the ground up, I regularly had to step into rooms and take on initiatives I had never done before, from building our customer support infrastructure and co-designing software features to scaling an international sales team. There were plenty of moments when I felt out of my depth. But I realized that dirty hands and real execution build far more genuine authority than a perfect resume ever could.
Supply chain and logistics are fast-moving, high-stakes, and historically male-dominated, but that is precisely why your perspective is valuable. Embrace being uncomfortable—it usually means you're on the verge of a breakthrough. Be honest about what you don't know, stay curious, ask hard questions, and trust that getting messy in the work is how you turn self-doubt into real expertise.
What are your top 3 podcasts? (do not have to be industry related)
Who are your top 5 women in supply chain to follow on LinkedIn?
- Lora Cecere — Founder of Supply Chain Insights, an absolute powerhouse on supply chain transformation and market research.
- Kristen Klein — A down-to-earth sales executive who keeps it real about business growth and leadership.
- Hannah Feldhacker Mensi — Masterful at bringing industry people together and building authentic community connection.
- Megan Smith — a great inspiration for modern warehousing and fulfillment strategy.
- Kristin Ruder — Deep domain knowledge in freight and logistics, always sharing grounded industry insights.
How do you deal with creeps you encounter in your work day?
I trust my instincts, enforce immediate professional boundaries, and don't waste an ounce of energy on uncomfortable interactions. Building a team culture rooted in mutual respect is non-negotiable for me.
What is your favourite way to unwind?
My ideal way to reset usually starts with grabbing a good cup of coffee and hitting the gym—working out clears my mind and gets both my body and energy into the best state. After that, I love ordering a delicious meal, taking some quiet alone time, and hanging out with my cats at home. On weekends, you’ll usually find me either tucked away in a quiet cafe with a good book or heading out for a relaxing hike to disconnect and recharge in nature.
What have you recently changed your mind about?
I’ve recently changed my mind about staying quiet in discussions about women in logistics. For years, I preferred to view myself simply as a business leader, believing performance alone should dictate representation. But as I've helped build NextSmartShip from the ground up, I’ve realized that staying silent doesn't help move the needle. We still see panels and executive boards lacking female representation. While I strongly oppose tokenism or checking boxes, I’ve realized that speaking up and normalizing women occupying CRO and executive leadership roles helps ensure the next generation sees a clear path forward.
Must haves to get you thru the day?
A killer workout & morning coffee: Starting the day with a great gym session and coffee to set the mental and physical momentum.
Quality time with my cats: Unconditional love and peaceful snuggles with my fur-babies at home.
A strictly prioritized daily to-do list: Staying laser-focused and structured amidst a fast-paced work environment.
Quiet "me-time" (or a corner at a peaceful cafe): Time reserved to recharge, reset, and think deeply without interruptions.
Open, real-time collaboration with my team: Staying seamlessly synced across our sales, support, and product leads.
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