Two impactful sales team leaders will embark on retirement as the new year begins. Joe Ulrich, Vice President of Integrated Solutions Sales, and Roger Mason, Senior Vice President of Sales, bring a combined 85+ years of experience in the transportation and logistics industry, shaping Ruan’s success for decades. Their impressive tenures highlight their expertise and emphasize Ruan’s commitment to investing in its people. Joe and Roger’s legacies will remain integral to Ruan’s future, ensuring the company’s dedication to excellence and innovation continues to evolve in the years ahead. Read more as they reflect on their careers and time at Ruan:
What inspired you to pursue a career in sales?
[Joe] I was hired by Ruan before graduating from Cornell College in Mount Vernon, IA. From a young age, I always knew I would most likely end up in some kind of people business, and I also had a strong interest in mechanics, industry, and technology. Ruan combined all those attributes.
[Roger] Early in my career, it became obvious that growth spurred many positive outcomes for Ruan. It was also much more dynamic than operations; no two customers, solutions, or sales processes to win a deal were the same. I liked that—I enjoyed the pursuit of the customer and collaborating with a cross-section of the company to achieve success.
What year did you join the Ruan team and how has your career progressed?
[Joe] I joined the Ruan team in 1984 with my first role as a Rental Manager Trainee in Des Moines, IA, expanding territories within a few years to Iowa, Nebraska, Kansas, and Missouri. In 1991, I moved to Indianapolis, IN, and transitioned to Northeast Regional Sales Manager, combining all service lines, including Rental, Lease, and Dedicated Contract Carriage. I stayed in that role until 2000.
After that time, I transitioned to National Accounts (Lease) until the leasing company was sold in 2004, which I stayed on to help assist with the transition of all national leasing accounts. Then in 2005, I became the Vice President of Sales in Dedicated Contract Transportation, which is my role today, with expanded service offerings to include Managed Transportation, Value added Warehousing and Brokerage Support Services.
[Roger] I was Ruan’s first summer intern in 1979 and officially joined the company full-time on July 4, 1980! I loaded up a Ruan rental straight truck in Marshalltown, IA, with all my belongings, and my soon-to-be-wife, Debbie, and I headed to Chicago. I started out by managing six maintenance shops while also renting trucks. Later, I was promoted to District Manager in Madison, WI, overseeing all aspects of the leasing business.
When Ruan’s Dedicated Contract Transportation began to get traction, I took on responsibility for it alongside leasing. In 2004, when Ruan sold their leasing company, I left to become the President of McCoy National Lease for five years. I returned to Ruan in 2010 as Senior Vice President of Sales and have been in the role ever since.
How has the transportation and logistics industry evolved during your career?
[Joe] Technology advancement has been the big game changer. When I started, we didn’t even have fax machines or cell phones; almost everything was done manually. The speed and accuracy of real-time information has transformed the industry.
[Roger] It has become much more integrated, regulated, transparent, and technology-driven. This is all for the good of the industry and the shipper. When I think back about how we designed a solution, dispatched a driver, or tried to track where a truck was, it is amazing how fast and far the industry has advanced.
What’s the most important lesson you’ve learned during your time at Ruan?
[Joe] If the trucks aren't running, they aren't making money. Equipment utilization and loaded miles drive revenue.
[Roger] I have three lessons:
- Always think about the driver’s job and home life when deciding if the business fits Ruan.
- Don’t try to fit the customer into Ruan’s box, be flexible.
- Embrace Ruan’s culture and you will succeed.
Can you share one of your proudest moments on the Ruan sales team?
[Joe] I believe my proudest moment has yet to come. Reflectively, it will come when I look back over my 40 years, seeing how many people, events, successes, and failures have combined to tell a meaningful and impactful story—a wonderful career. I’m so grateful to have hooked my proverbial trailer to the Ruan tractor.
[Roger] I am proud each year when I see the growth the sales team brings to Ruan. This pride extends to the personal growth each salesperson exhibits and their ability to adapt over time to the fast-paced changes in the industry.
With your 40+ years of experience at Ruan, what would you say truly differentiates Ruan from other 3PL providers?
[Joe] Ruan’s culture is very special—it is truly a family-centric organization. We use tag phrases like “People First” and “One Ruan”. The difference is that Ruan truly embodies these values and incorporates them into our daily rhythm. I have always felt a strong connection to Ruan’s traditions and heritage, especially in how we act with integrity in everything we do.
[Roger] Ruan’s culture is at the top of the list. It cascades through every person and process in the company. We genuinely care about our brand and will go the extra mile for any customer.