LogiTALK is a podcast series designed to spotlight human stories, professional insights, and innovative ideas that shape the logistics and freight forwarding industry.

Softlink Global, a leading provider of digital logistics solutions, has unveiled a powerful new episode of its podcast series, LogiTALK, featuring Shireen Hassan, Group Commercial Director at RTW Shipping & Logistics Ltd. The episode explores her inspiring rise in the logistics industry and her valuable insights into East Africa’s freight forwarding landscape.

Capturing the Human Side of Logistics

Created by Kunal Maheshwari, Chief Growth Officer at Softlink Global, LogiTALK aims to uncover the human stories, challenges, and ideas behind logistics operations. The podcast steps beyond technology and transactions to explore the personal journeys of professionals who shape global supply chains.

Shireen Hassan: From Temporary Hire to Industry Leader

Shireen’s entry into logistics was serendipitous. Born and raised in Kenya, she transitioned into logistics after a successful career in communications and an MBA pursuit. What began as a temporary three-month assignment in the pricing department at Safmarine (a Maersk subsidiary) evolved into a long-term career spanning customer service, sales, and eventually a relocation to Dubai to manage East Africa–Middle East trade relations.

Leading Freight Forwarding in East Africa

In 2021, Shireen joined RTW Logistics to lead its freight forwarding operations. Despite her extensive shipping background, entering the NVOCC (Non-Vessel Operating Common Carrier) segment required her to adapt quickly. Today, she heads a sales team of 10, playing a vital role in the company’s growth across East Africa.

She stresses that logistics is more than moving goods—it’s about forging strong relationships. “It’s never about who gets the business, but about how we can come together to create business,” she shares during the podcast.

Kenya’s Import-Driven Logistics Landscape

Kenya remains a crucial player in East African logistics, primarily driven by imports. With key ports at Mombasa and Dar Es Salaam, it serves as a gateway for landlocked countries like Uganda. While imports dominate at an 80:20 ratio, exports such as tea and avocados offer substantial opportunities. RTW Logistics manages 400–600 export containers monthly, reaching countries like Pakistan, Egypt, and the UK.

Building Global Networks and Last-Mile Solutions

Shireen highlights the importance of attending industry events and collaborating with global partners to bridge logistics gaps. RTW’s focus on inland facilities and last-mile delivery helps global clients navigate East Africa’s dynamic logistics terrain. “Many forwarders wonder what happens after their cargo reaches the port. That’s where we step in,” she explains.

Watch the Full Episode on YouTube

The full episode with Shireen Hassan is now available on the LogiTALK YouTube channel. Audiences can watch all past and upcoming episodes to gain fresh perspectives and practical insights from industry leaders.

Watch now: https://www.youtube.com/watch?v=zFFKDtApI4I

Join the Conversation

Softlink Global invites logistics professionals to share their unique experiences on future episodes of LogiTALK. To be featured, write to [email protected] or [email protected].

About LogiTALK

Launched by Softlink Global, LogiTALK is a podcast series dedicated to exploring the voices and visionaries behind the logistics and freight forwarding industry. Each episode features candid conversations that aim to inform, inspire, and drive meaningful discussions across the global logistics community.

About Softlink Global

Softlink Global is a trusted technology partner for the logistics and freight forwarding sector. With its flagship product, Logi-Sys, the company delivers an intelligent cloud-based ERP system designed to streamline operations, enhance productivity, and support digital transformation for logistics businesses worldwide.