Former Coca-Cola Transportation Leader Rob Haddock Joins FourKites' Strategic Advisory Council

Supply chain veteran brings decades of operational excellence expertise to the company’s advisory council

CHICAGO--(BUSINESS WIRE)--FourKites, the global leader in AI-driven supply chain transformation, today announced that Rob Haddock, Transportation Advisor at Albedo Logistics Solutions, has joined its Strategic Advisory Council. Haddock brings extensive experience from his career at The Coca-Cola Company to FourKites' advisory council, where he will provide strategic guidance on product innovation and market expansion.

During his tenure at Coca-Cola, Haddock led North America's transportation and On Time In Full (OTIF) performance initiatives. His career at the beverage giant spanned roles in plant management, customer service, vendor managed inventories, operational excellence, Sales & Operations Planning, and integrated business planning.

"The supply chain industry faces unprecedented challenges that require innovative solutions," said Haddock. "FourKites has developed technology that addresses real-world logistics problems. I look forward to contributing to their continued growth and helping shape solutions that deliver measurable value."

FourKites' Strategic Advisory Council brings together accomplished supply chain executives with decades of hands-on experience. The Council represents FourKites' commitment to understanding the practical realities supply chain leaders face, ensuring the company's solutions address genuine market needs.

"Rob's extensive operational leadership across transportation, plant management, customer service, and integrated business planning at Coca-Cola provides him with a holistic understanding of supply chain excellence," said Mathew Elenjickal, Founder and CEO of FourKites. "His experience driving OTIF performance initiatives and his active industry leadership through CSCMP make him an invaluable addition to our Strategic Advisory Council. Rob's insights into persistent logistics challenges, including appointment scheduling inefficiencies that continue to plague our industry, will be crucial as we evolve our Digital Workforce to autonomously manage complex supply networks and help recapture billions in trapped capacity across the global supply chain ecosystem."

Haddock's appointment follows FourKites' evolution beyond real-time visibility to offer the industry's only Intelligent Control Tower^TM. This platform combines supply chain network data with digital twins and a Digital Workforce of AI agents that autonomously act on visibility data, preventing disruptions before they occur and orchestrating complex supply chain operations.

FourKites' customer co-innovation approach has defined the company since its founding. Through initiatives like the FourKites IdeaExchange, customer challenges directly shape the company's product roadmap, with more than 60% of features originating from customer suggestions. This collaborative approach has produced breakthrough solutions, enabling FourKites to transform how enterprises manage their supply chains.

About FourKites

FourKites®, the leader in AI-driven supply chain transformation for global enterprises and pioneer of real-time visibility, turns supply chain data into automated action. FourKites’ Intelligent Control Tower™ breaks down enterprise silos by creating a real-time digital twin of orders, shipments, inventory and assets. This comprehensive view, combined with AI-powered digital workers, enables companies to prevent disruptions, automate routine tasks, and optimize performance across their supply chain. FourKites processes over 3.2 million supply chain events daily — from purchase orders to final delivery — helping 1,600+ global brands prevent disruptions, make faster decisions and move from reactive tracking to proactive supply chain orchestration.