Situation: Fluid Truck was named the 9th fastest-growing technology company in North America by Deloitte in 2022. By the end of 2024, rapid growth and market shifts left the company approximately ~$100 million in debt.

Senior advisors described it as the most challenging deal of their careers. The company faced unplanned leadership changes, rounds of layoffs, multiple lawsuits, media investigation, and a court-supervised 363 sale to a competitor.

The transaction required alignment and buy-in from more than 300 vehicle investors. At the same time, the process took place during Q4—peak season in the logistics industry—making it critical to maintain operations and customer confidence while preparing for a transition to new ownership.

Action: I partnered closely with senior restructuring advisors, the board, existing leadership, and an incoming CEO to design and execute communications that could hold up under pressure. My work included high-touch communications for investors, strategic messaging for employees, customer and vendor communications to support continuity during peak season, and media strategy and leadership counsel amid national scrutiny. Messaging was continuously pressure-tested and adapted as conditions changed.