For our keynote address, TMSA is pleased to welcome senior executives from Forward and Salesforce to deliver a business transformation case study that illustrates how CRM technology supports commercial collaboration in the transportation and logistics industry. The discussion will showcase how Forward has implemented a new organizational structure, methodology, design process and analytics across its marketing, sales and service functions to deliver exceptional value to customers. Furthermore, the case study will highlight how Forward’s use of Salesforce’s Marketing Cloud, Sales Cloud and Service Cloud enable a single view of its customers.

    When you leave this session, you’ll walk away with:

      •  Modern, best practices for an exceptional customer experience
      • Analysis resources necessary for total customer lifecycle management
      • New professional networking connections and resources for deploying your own customer strategies


    Keith Karczewski, Vice President - Sales Enablement and Customer Support for Forward Air

    K2 Head Shot (2)

    Keith Karczewski currently serves as Vice President - Sales Enablement and Customer Support for Forward Air, a leading expedited freight company.  In his role he works directly with Sales, Pricing, Customer Support and Marketing to create and evolve sales strategies using technology and data to drive transformation. While his responsibilities are concentrated on transforming business processes through technology and data, Keith brings 25 years of experience and success across industries to the table.

    Before joining Forward Air, Keith served as a Consultant, a Manager of Sales Support and a VP of Operations at various corporations. From 2012-2016, he showed incredible success as VP – Global Sales Operations at Cree where he designed the sales infrastructure and expanded business threefold. In his last role before stepping over to Forward in 2019, Keith served as the Director of E-Commerce at Relias Learning where he oversaw the Sales, Marketing and IT Engineering departments. He also currently teaches part time at the UNC Chapel Hill Kenan-Flagler Business School as an Adjunct Professor of Business and Technology Innovation. Keith earned an MBA from the University of Minnesota and currently lives in Chapel Hill, North Carolina with his wife and their three children.

    Rohan Singal, Lead of Sales Excellence for Salesforce's Travel, Transportation and Hospitality Group

    Rohan Singal
    Rohan Singal is the Lead of Sales Excellence for Salesforce's Travel, Transportation and Hospitality group. He is a versatile, results-driven professional with extensive experience leading end-to-end global sales and commercial transformations. Rohan specializes in guiding organizations through complex strategy-through-execution projects that drive growth and increase profits. Specifically, he focuses on helping companies develop a high-level strategy, identify capabilities to enable the strategy, and execute the strategy. He has a wealth of international exposure, having led projects in over 10 countries across North America and Europe. Rohan holds a BBA and MBA, both from McCombs School of Business at The University of Texas at Austin.

    Sylvia Cintron, Vice President Sales and Marketing of Forward Air

    Tue_16-29_CSCMP-EDGE_2019-09-17 13

    Sylvia Cintron is the Sales Marketing VP of Forward Air. Originally from San Juan, Puerto Rico, Sylvia is a seasoned marketer experienced in growth, ROI, and innovation, in both fast-paced corporate and agency environments. With more than 25 years of experience, she has navigated the sales and marketing space for B2B, B2C, and non-profit organizations.

    Sylvia has developed a career applying her marketing skills by commanding teams of many shapes and sizes while leading a myriad of equally diverse marketing strategies. She's always looking for ways to grow and mentor the teams she works with to help people advance their careers and expand their horizons. Her peers, coworkers, and friends know Sylvia best for her kindness and quick wit. She stands firmly by "The Four M's," her personal breakdown of the definition of successful relationships:

    • Manage
    • Mentor
    • Motivate
    • Measure /Monitor

    She excels in developing and delivering results-driven strategic frameworks aligning the brand with segmentation, competitive analysis/market intelligence, prospecting, lead generation, and product and market development.