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How Roslyn Ellerbee turned mentorship, relationships and involvement into business growth—and a commitment to help others do the same.
Roslyn Ellerbee’s story is one of growth, resilience and the power of community. A three-time entrepreneur, logistics industry leader, mentor and 2024 Enterprising Women of the Year Award recipient, Ellerbee has built her success by embracing opportunities, investing in relationships and helping others do the same. In this CLDA Education Feature, she reflects on the lessons that shaped her journey and shares her vision for the future of logistics.
For Ellerbee, the mission of helping people “manifest greatness” began with her own experiences. She understands what it feels like to have a vision but not always know the path forward. Along the way, mentors, relationships and access to knowledge expanded what she believed was possible and inspired her commitment to do the same for others. She believes greatness comes not only from having a vision, but from doing the work, building meaningful connections and continuing to grow.
Ellerbee’s entrepreneurial journey began with Express Errands, an errand-running company that evolved into Express Errands & Courier. Entering the logistics industry with limited experience required adaptability, curiosity and a willingness to learn. One lesson she continues to share is that business owners do not need to have every answer before they begin. They do, however, need to be willing to seek knowledge, ask questions and surround themselves with people whose experience complements their own strengths. That mindset is valuable in any business, but especially in logistics, where the industry moves quickly and continues to evolve.
Beyond logistics, Ellerbee has developed a reputation as a marketing strategist and brand builder through Dream Team Digital Marketing. She believes businesses are navigating one of the most significant shifts in marketing in decades. Traditional search engine optimization remains important, but AI-driven search and recommendation platforms are changing how customers discover and evaluate businesses.
She encourages business owners to pay attention to emerging concepts such as Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), Large Language Model Optimization (LLMO) and AI Optimization (AIO), while continuing to focus on fundamentals that never go out of style.
For Ellerbee, successful marketing starts with understanding customers and meeting them where they are. Whether that is online, at industry events, through networking organizations, referrals or CLDA connections, businesses should focus on where their customers spend their time rather than simply where they are most comfortable marketing. She also encourages owners to view branding and marketing as investments rather than expenses, noting that strategic professional support can create stronger long-term results than trying to do everything alone.
A pivotal chapter in Ellerbee’s career began when she joined CLDA. Express Errands & Courier was already growing, but she was looking for something that revenue alone could not provide: access to people who had already navigated the challenges of the logistics industry. Through CLDA, she found mentorship, industry education, relationships and a community of experienced professionals willing to share what they knew.
What began as a search for mentorship eventually became a commitment to leadership and service. Ellerbee became more involved in the association, built authentic relationships and stepped into leadership, including serving on the CLDA Board of Directors and chairing the Marketing Committee. Her journey within CLDA reinforces one of the messages she shares most often: membership creates access, but involvement creates opportunity.
Her advice to members is simple: do not just join—get involved. Attend the events. Introduce yourself. Volunteer. Ask questions. Build relationships before you need something. The value of an association grows when members actively participate in the community around them.
Having benefited from mentors earlier in her career, Ellerbee is equally passionate about reaching back. Through CLDA, Big Brothers Big Sisters and her ongoing coaching efforts, she wants her experience to shorten the learning curve for others and help entrepreneurs see possibilities they may not yet see for themselves.
“Membership creates access, but involvement creates opportunity.”
As a logistics leader, Ellerbee sees technology as one of the forces reshaping the industry. She is particularly interested in artificial intelligence and emerging technologies that improve operational efficiency. AI automation, predictive analytics, robotics and route optimization can help businesses of all sizes operate more efficiently and compete more effectively. At the same time, she emphasizes that technology should enhance—not replace—the customer service and relationships at the heart of the industry.
For smaller courier companies in particular, she sees technology as an opportunity to level the playing field, provided leaders are willing to learn, adapt and use those tools strategically.
The message Ellerbee hopes fellow CLDA members take away is the value of community. Seeking mentorship, building authentic relationships and actively contributing to the organizations you join can accelerate both personal and business growth. Her own journey is proof that sometimes the right room, the right mentor and the willingness to get involved can change the direction of a business—and a career.
In the coming months, Ellerbee will be part of an Ask the Expert column where CLDA members can submit questions about community, business growth, marketing and more. Have a question for Roslyn? Reach out and join the conversation.
