About Us
Decades of experience in fulfillment, carrier strategy, and operational optimization—focused on helping businesses reduce cost, improve performance, and scale efficiently.
The Experts in parcel, LTL/FTL and 3PL fulfillment cost reduction and service improvement.
Freight & Fulfillment Optimization Advisors, LLC (FFOA) is a performance-based, data-driven cost savings consultancy and technology firm founded by logistics and fulfillment veteran Steve Givens. FFOA partners with and represents eCommerce merchants and 3PLs to deliver innovative supply chain optimization solutions. We possess significant experience and expertise within the global 3PL fulfillment and freight industry. We know the key players well, have vetted and collaborated with over 100 North American and global 3PLs, work closely with most North American small parcel carriers, have in-depth market pricing knowledge with benchmarking data, and have negotiated hundreds of freight and fulfillment support contracts for ourselves and our client partners.
Our expertise and solutions deliver freight and fulfillment cost reduction, service improvement, and risk mitigation. We leverage our long-term 3PL and freight carrier relationships to provide highly customized and extremely cost-efficient global solutions for the eCommerce merchants, brands, and 3PLs we partner with.
Our client partners are typically eCommerce merchants or brands that outsource fulfillment, as well as the 3PLs that support them. For eCommerce merchants and brands, we provide 3PL procurement services and inbound and outbound freight optimization services. Most of these merchants and brands are SMBs with minimal or no internal fulfillment expertise, small parcel experience, 3PL market knowledge, or understanding of best-in-class logistics pricing. FFOA adds significant value by partnering with and advising these companies to support the develop of highly effective 3PL fulfillment and freight supply chain strategies and relationships.
We also partner with top-tier 3PLs of various sizes, specialties, and locations. 3PLs enjoy collaborating with FFOA, as we bring them highly qualified new client fulfillment opportunities and assist them with ocean, international air, small parcel, and LTL/FTL freight cost reduction, service optimization, and margin enhancement.
Steve Givens
Founder & CEO
Steve Givens is the Founder and CEO of Freight & Fulfillment Optimization Advisors (FFOA), bringing more than 30 years of experience in the fulfillment and logistics industry. Throughout his career, he has established, managed, expanded, and successfully exited multiple prominent fulfillment and logistics companies, including RightSide Up, Upside Logistics, and Shipware’s Fulfillment Optimization business.
Raised in Los Angeles, Steve attended California State University, Northridge, graduating in 1985. He began his professional career at Arthur Andersen, where he earned his CPA and built a strong foundation in public accounting.
In 1990, Steve transitioned into the fulfillment and logistics industry when he joined Paramount Pictures as Director of Accounting & Finance for Video Operations. In this role, he oversaw financial reporting and operational accounting, supporting iconic television productions such as Cheers, Wings, and The Arsenio Hall Show. He managed a high-performing team of CPAs and financial analysts while collaborating closely with entertainment industry stakeholders.
By 1993, Steve was promoted to Vice President of Finance, Motion Picture Marketing. Among his responsibilities was financial oversight of Premier House, a Paramount subsidiary providing warehousing and fulfillment services for the company’s film and television marketing divisions.
Following Viacom’s acquisition of Paramount in 1995, Steve partnered with Alan Cordover, then EVP of Marketing at Paramount, to acquire Premier House and rebrand it as RightSide Up. They successfully transitioned clients, retained employees, and maintained uninterrupted operations. Within three years, RightSide Up secured major contracts with Disney, 20th Century Fox, Universal Pictures, Warner Bros., ABC, NBC, Saban Entertainment, and Mattel.
In 1998, after achieving fivefold growth, the company was sold to AHL Services to support further expansion. AHL later purchased and integrated additional marketing services firms, rebranding the business as Archway Marketing and taking it public. Steve remained with Archway Marketing for a decade, contributing to the company’s continued growth and success.
Over the past eleven years, Steve has focused on advancing fulfillment and freight optimization businesses, initially with Shipware and currently through FFOA. He works with eCommerce merchants and brands to improve third-party logistics (3PL) relationships, optimize freight strategies, reduce fulfillment and shipping costs, and increase profitability.
Today, FFOA operates as a 3PL-centric partnership model, connecting reputable brands with a vetted network of fulfillment partners. The company also helps those partners implement freight optimization strategies that enhance pricing competitiveness, improve margins, win new business, and strengthen operational performance.
