Plover, WI — Lori Furnell, the president of Truck Drivers USA, has been named to the Women In Trucking Association’s (WIT) 2025 Top Women to Watch in Transportation list. This recognition marks a high point in a career spanning more than three decades, during which Furnell has transitioned from high-level corporate operations to leading a female-owned driver lead generation firm.
Furnell’s professional background covers the full spectrum of the supply chain, including stints with Fortune 100 private fleets and the largest recruitment marketing agencies in the sector. Her current organization operates with an 80% female workforce, focusing on bridging the gap between trucking companies hiring and the thousands of CDL-A drivers searching for their next role. Her work centers on professionalizing the image of the driver and streamlining the recruitment cycle through better technology.
The past 18 months have seen significant activity for Furnell, highlighted by the launch of Driver.jobs. This platform is specifically tailored to the final-mile segment, aiming to simplify the search for OTR truck driver positions and local roles. Beyond platform development, her digital reach has grown substantially, with her online community now exceeding one million followers and reaching up to 50 million people monthly. She has also partnered with the NFI SheDrives initiative to boost visibility for women entering the field.
What This Means for Drivers
For the average CDL-A driver, these initiatives represent a shift toward more transparent hiring processes. The technology-driven matching platform Furnell developed uses individual driver preferences to filter out irrelevant listings, saving time for those tired of generic job boards. Owner-operator professionals can also benefit from the Haul of Fame initiative, which provides a dedicated space to recognize high-performing carriers and individual drivers who often go unnoticed by the general public.
Industry Reaction
The industry continues to grapple with recruitment and retention, making the work of advocates like Furnell essential to the health of the supply chain. By focusing on the human element of the business, she addresses the core frustration many drivers feel when dealing with impersonal recruitment marketing. Her efforts to elevate the status of the professional driver through the Haul of Fame and other community-building tools serve as a necessary counterweight to the negative stereotypes that often plague the industry.
Key Points
- Furnell brings 34 years of experience in strategic planning, branding, and sales to the driver recruitment sector.
- Her firm operates with an 80% female workforce, setting a benchmark for industry diversity.
- The Driver.jobs platform provides a targeted space for final-mile drivers to find stable work.
- Digital outreach efforts led by Furnell have reached 50 million people in a single month.
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