Experienced Fleet Technology Leadership

EROAD is dedicated to shaping the future of transportation technology. Our solutions modernize road use charging and taxation while driving optimal fleet safety, compliance and performance. Our North American operations are lead by a team with extensive experience from the fields of transportation, fleet and asset tracking, mobile workforce management and SaaS technology.

EROAD North America management team

Norm Ellis

Norm Ellis, President

Norm Ellis is a 30-year industry veteran, who combines his passion for trucking with proven leadership, sales and marketing skills to successfully bring innovative solutions to market.

After a 20-year career in operations, sales, and marketing for several national trucking companies, Norm took his knowledge and expertise to then up-and-coming telematics provider QUALCOMM in 1997 and became instrumental in the growth of its Omnitracs division.

After serving in senior management there for more than 16 years, Norm took the role of COO of I.D. Systems, Inc., a provider of wireless asset management systems for the transportation sector.

Ken Creager

Travis Coffman, Vice President, Sales

Travis Coffman has more than 16 years of experience in sales leadership, with the last 10 spent developing successful teams in high-growth SaaS environments. Travis has deep experience in fleet telematics, asset tracking and fleet safety solutions.

Travis has led field, strategic and channel sales teams, launched and developed profitable business units and implemented winning sales methodologies to achieve strong growth.

Yasi Alamzadeh

Yasi Alamzadeh, Vice President Operations

Yasi Alamzadeh has more than 18 years of global experience in high growth enterprise software, SaaS and solutions companies.

She is highly experienced in building customer success, operations, and marketing teams. Yasi’s keen insight and close monitoring of technological trends makes her instrumental in providing cutting-edge customer support at EROAD.

Keith Halasy

Keith Halasy, CTP, Director, Marketing

Keith Halasy has more than 25 years experience in software and SaaS marketing and business development, and has been focused on fleet management, asset tracking and mobile workforce management for the past 15 years.

Keith has led corporate communications, product marketing, channel marketing and demand generation for companies ranging from startups to Fortune 1000 businesses.

EROAD Corporate Leadership

EROAD, based in Auckland, New Zealand, has a seasoned executive leadership team driving the company’s growth on a global basis.