Key Personnel

Supply Chain Coach grew out of Tom French’s experience managing logistics for large companies and providing Third Party Logistics (3PL) services.

A record of performance

We have been able to help clients save at least 20% on supply chain costs, while improving reliability and speed of delivery and providing visibility into costs. In some cases, the savings have been much greater. For one large electronics distributor, for example, we were able to reduce shipping costs by more than 50%.


Tom French, Founder

Tom FrenchTom held a variety of leadership positions at the Deutsch Company before moving to Marshall Industries, an electronics distributor, where he opened eight regional stocking locations, eventually gaining division level responsibility for Marshall’s electromechanical product lines. He successfully streamlined the distribution systems to reduce inventory by over 80%.

In the 1980’s Tom formed his own business, which became the world’s second largest supplier of heat shrinkable products and was purchased by Raychem Corporation.

He then invested in a third party warehouse, FGS Corporation, where he helped create an annual double digit growth rate and later sold the company to another third party logistics service provider.

Tom became Vice President of HA Logistics in 1996, a privately held logistics provider whose top line revenue grew from $8M to $34M.

In 2000, Tom took on the position of Vice President of Logistics for the Hub Golden Gate Group, LLC, the third largest operating company of the $1.3 billion Hub Group, Inc., specializing in customized contract logistics service provider solutions. Tom initiated this business as a start-up. When he left in 2004, the Golden Gate Logistics division was on an annual revenue run rate of $65M.

Royal Robinson, Senior Vice President

After graduating from San Diego State University with a BS in Finance Royal went to work as a Management Trainee for Roadway Express, Inc. Thus, starting a career in logistics which has spanned over 30 years. In the 13 years he spent at Roadway he held a variety of operation and sales positions. These included, Breakbulk Supervisor, Sales Executive, Terminal Manager, and Regional Sales Manager. During the next 6 years Royal expanded his knowledge to the Domestic Freight Forwarding business. First as a Sales Executive with Eagle and then as a Sales Manager with Pilot Air Freight. Royal then took another step to expand his knowledge and expertise learning the international aspects of the Freight Forwarding business at Expeditors International of Washington, Inc. as the San Francisco Sales Manager. Royal spent just over 14 years with Expeditors in various Sales and Account Manager positions. Royal has spent his career in adding value to customers and finds Rockfarm’s Supply Chain Coach the perfect fit and opportunity to live the Rockfarm Mission and give back to the global shipping community by reducing the customers supply chain, “cost to serve”. Royal brings to Supply Chain Coach a strong vision and excellent leadership, managerial and communication skills.

Rose Tam, Senior Manager, Coaching Services

Rose TamRose has thirteen years of logistics experience with leading 3PL companies HA Logistics, Hub Group Golden Gate (now Unyson Logistics) and Supply Chain Coach, Inc. Rose has executed over twenty successful TMS implementations with shippers and 3PLs. At Hub Group Rose was an i2 Super User and Implementation Manager. Some of the TMS implementations include Hussman Corporation, Corporate Express, GL Mezzetta, CytoSport, Orchard Supply Hardware and Brokerage at HA Logistics. Today with Supply Chain Coach, Rose is a subject matter expert in transportation data analysis, MercuryGate TMS implementation and training.

Other key skills Rose brings to customers include expertise in carrier pricing, carrier bid proposals, 3PL Brokerage, transportation network optimization and project management. Rose is a 1998 graduate of Cal State East Bay.

Jennifer Liccardi, Senior Logistics Analyst

After graduating from Northern Illinois University with a BS in Operations Management and Information Systems Jennifer went to work at Hub Group as a Logistics Analyst. She conducted cost analysis on client’s freight spends to provide solutions to the client. During her 5 years at Hub Group she built tactical and strategic transportation models to analyze the real cost effects of various distribution strategies.

Jennifer moved on to expand her knowledge as an analyst by moving to NB Coatings where she was a Marketing Analyst. During her 2 years in the Marketing Analyst position she learned manufacturing pricing strategies and was instrumental in identifying areas for margin improvement.

In Jennifer’s next career move she became a Business Forecast Analyst at Hendrickson. In the 5 years spent there she expanded her knowledge in the manufacturing industry by developing monthly and annual Sales and Operating Plans for both the spring and suspension divisions. She created tools that were used to monitor market share, sales trends and other various metrics used by the sales team and upper management.

Jennifer has been with Supply Chain Coach, a Rockfarm Company, for 5 years and in that time, has identified millions of dollars in savings opportunities and improvements for the customer base. Jennifer continues to work with current and potential clients to reduce their Cost to Serve. With her background in various industries, she brings strong analytical skills and knowledge to the Supply Chain Coach customer.


We’re Growing Our Team!

If you feel you have the expertise, the passion and the communication skills to be a Supply Chain Coach, we’d like to hear from you!

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