Synergy Logistics appoints Brian Kirst as chief commercial officer

Synergy Logistics has promoted Brian Kirst as Chief Commercial Officer, signalling a significant advancement in the company's business. Previously responsible for all customer-facing elements of the business in North America, Kirst will now supervise all aspects of Sales, Marketing, Support and After Sales on a global scale.

Kirst brings to the table 30 years of experience in supply chain, logistics, and digital technology. His career milestones include co-founding and launching two high-growth 3PL order fulfilment companies – Total Reliance in 2014 and Resurge in 2019. Both companies scaled successfully with Synergy's cutting-edge SnapFulfil warehouse management system (WMS) setting them apart.

Meanwhile, the company structure has been altered to allow Chief Product & Delivery Officer, Smitha Raphael, to assume a broader role with the development services and implementation teams. Both Raphael and Kirst are directly accountable to Synergy Logistics Chairman, Hugh Stevens.

Speaking about the appointment, Chairman Stevens stated, "Brian is the ideal fit for this crucial role. As a fellow owner, operator, and entrepreneur; our strategic views align. I also appreciate his leadership and decision-making approach. He recognises opportunities swiftly and seeks to make an immediate impact."

Throughout his tenure, Kirst has been leveraging his valuable insight, accrued over various industries and sectors, to assist clients in identifying their key value drivers. He aims to amplify the advantages of Synergy's technologically advanced software to bolster revenue and profitability.

Reflecting on his new endeavour, Kirst said, "My emphasis will be on expanding and evolving with our existing clientele, while also fostering further enterprise-level business. As our highly flexible WMS and multi-agent orchestration solutions become increasingly relevant in today's automation-driven supply chains. This includes fulfilling our ambitions of having a fully global and consistent product offering, with recent implementations in Asia and South America, complementing our solid and proven performance in the EMEA and North America regions."

Synergy's WMS, SnapFulfil, is cloud-based and offers rapid return on investment through a proprietary and highly configurable workflow rules engine. The system is designed for easy implementation and quick adjustment to meet evolving fulfilment demands. The company's latest innovation, SnapControl, is a multi-agent orchestration platform (MAO) that delivers a unified approach to automation. It orchestrates all warehouse devices and robots seamlessly and efficiently, promising a low total cost of ownership and quick time to value.