Ofload appoints Dean Newman as new COO to drive national growth

Australian freight technology company Ofload has appointed Dean Newman as its new Chief Operating Officer, marking a key leadership addition as the company prepares to scale nationally.

Newman brings more than three decades of experience in supply chain transformation, digital enablement and operational leadership to the role. He most recently served as Director of Primary ConnectX and Innovation at Woolworths Group, where he led major logistics and technology initiatives across one of Australia's largest retail supply chain networks.

Announcing the appointment on 5 May 2025, Ofload described Newman's arrival as a significant step in bolstering its executive capabilities during a period of rapid expansion.

"Dean's appointment marks a significant milestone in Ofload's journey," said Geoffroy Henry, Founder and CEO of Ofload. "He brings unmatched industry insight, deep operational experience, and a proven track record in both digital transformation and execution. Dean's leadership will be instrumental to our continued growth and development."

At Woolworths, Newman oversaw Primary Connect+, a supply chain service that supports over 1,100 external customers and generates hundreds of millions in annual revenue. During his tenure, he played a central role in launching a nationally recognised digital trading platform and drove a series of commercial and digital transformation efforts. These initiatives significantly enhanced operational agility and improved customer outcomes within a high-volume logistics setting.

His move to Ofload signals the company's intent to further establish itself as a technology-first disruptor in Australia's AUD$66 billion road freight industry. The company connects major brands including Asahi, Primo, Kimberly-Clark, Metcash and Noumi with transport carriers, aiming to reduce empty truck miles and associated carbon emissions through smarter freight matching.

Commenting on his new role, Newman said: "Ofload is reshaping the future of freight; combining technology, sustainability and commercial agility in a way few others have."

"I'm excited to join at such a pivotal time and help drive the next phase of growth, as we scale nationally to deliver smarter, faster, and more sustainable freight outcomes for the businesses and carriers who rely on us."

Newman is a former President and Chair of the Australasian Supply Chain Institute and holds both an MBA and a Master of Integrated Supply Chain Management.

Ofload supports more than 10,000 monthly freight shipments, connecting businesses with a nationwide carrier network. It places a strong emphasis on partnering with small-to-medium-sized transport operators, helping them access new opportunities in the broader logistics ecosystem.

The company said Newman's expertise in aligning technology with operational performance would be critical as it continues to support Australia's freight needs in a more efficient and sustainable manner.