Michael Crowley, Chief Information Officer at Shorr Packaging Corp., has played a pivotal role in driving digital transformation by aligning technology initiatives with core business objectives. His leadership philosophy centers on transparency, accountability, and long-term planning, with clear communication as the foundation for successful execution.

In a recent conversation with CIOReview, Michael discussed how transparent leadership and cross-functional collaboration are enabling IT teams to deliver measurable results while staying agile in response to evolving business priorities.

A Career Defined by Operational Leadership and Digital Transformation

Michael’s career began at JD Edwards, where he supported application users before moving into consulting roles focused on ERP and WMS implementations. This foundation led to a 21-year tenure at Martin Brower, a global food distribution company and McDonald’s primary logistics partner. There, he advanced from senior business analyst to Vice-President, IT North America, supporting ERP rollouts to 33 distribution centers across the U.S., including leading the launch of six Canadian distribution sites and headquarters.

He also played a key role in integrating acquisitions and supporting international expansion into Europe, Asia, Australia, and New Zealand. While Martin Brower’s primary client was McDonald’s, the company also served brands such as Chick-fil-A and Chipotle, providing expertise in food distribution, logistics, and demand planning.

As the organization evolved, Michael moved into the role of Vice-President, Technology and Innovation to drive innovation and lasting cost optimization. Initiatives included automating inventory tracking and implementing strategies to reduce fuel consumption. In his final years at Martin Brower, he led the adoption of emerging technologies such as machine learning, robotic process automation (RPA), and low-code platforms like Microsoft Power Platform. These efforts, in partnership with external technology firms and data scientists, delivered a 20% annual ROI from RPA, 40% labor cost savings in trailer loading across 33 distribution centers, and $250,000 in annual savings through automation in finance, HR, and freight.

 When leadership holds itself to the same standards it expects from others, teams follow, resulting in improved consistency and higher-quality outcomes 

At Shorr Packaging, Michael now leads the entire technology organization, encompassing enterprise solutions, data analytics, security, infrastructure, application development, and Salesforce. He has introduced structured change management, streamlined onboarding and offboarding, and developed robust incident response and service delivery models. Modernizing 15-year-old infrastructure across distribution centers, improving their security posture, upgrading network hardware, establishing strategic partnerships and investing in critical platforms, including Salesforce, AWS, and Boomi middleware, have positioned Shorr for sustainable, scalable growth.

Building Strength through Cultural Awareness and Transparency

Michael emphasizes the importance of humility and mutual respect in leading global teams, especially during rollouts and acquisitions. For example, when launching operations in France, he organized a culture workshop to explore how U.S., U.K., and French teams approach communication, collaboration, and decision-making. This process helped set expectations, challenge assumptions, and foster innovation through diverse perspectives.

Transparency is a cornerstone of Michael’s leadership. By openly sharing both successes and challenges, he builds credibility and positions technology as a strategic business partner. Consistent communication strengthens relationships, surfaces business needs, and uncovers hidden challenges, ultimately fostering trust and driving better outcomes—particularly during digital transformation initiatives.

Accountability is equally vital. At Shorr, leaders model the standards they expect from their teams, creating a culture where every member takes ownership of their actions and results. This approach drives consistency and elevates quality across the organization.

“My leadership mantra is not ‘think, do, say,’ but ‘think, say, do,’ because clear communication must precede effective execution,” Michael notes.

Transforming Delivery Routing for Operational Excellence

One of Michael’s most impactful initiatives at Shorr was the modernization of delivery routing across distribution centers. Previously, each center relied on manual, spreadsheet-based processes for route planning. Drawing on his experience with routing software, Michael supported the implementation of Descartes, a platform that automates and optimizes routes using daily order data and capacity constraints.

The result: standardized planning, increased efficiency, and annual savings of $600,000 to $700,000 through reduced fuel consumption and labor hours. The investment in software, implementation, and training delivered rapid ROI, with even greater returns anticipated as the system scales.

Roadmaps Informed by Listening and Collaboration

Michael believes that effective technology roadmaps are built through active listening and collaboration. By engaging with department leaders and internal stakeholders, he ensures that IT initiatives align with actual business needs, not just IT priorities. Informal conversations and industry insights also contribute to a dynamic, living roadmap that guides multi-year projects and funding decisions.

Staying ahead of industry trends, Michael maintains relationships with technology vendors and industry groups, evaluating both niche and established solutions. This proactive approach enables Shorr to address manual process gaps and harness AI-driven innovation.

At his previous company, Michael organized a low-code hackathon, pairing business and IT teams to develop solutions bridging ERP, CRM, and WMS systems. The event fostered creativity, earned leadership buy-in, and led to the hiring of a dedicated low-code developer.

Advice for Leaders Embracing Transformation

Michael’s advice for leaders preparing for digital transformation is simple yet powerful: remain endlessly curious.

“Never stop asking questions,” he says. “The supply chain moves quickly, and the best insights often emerge from informal conversations and a willingness to challenge the status quo.”

He emphasizes the value of building relationships across the organization, noting that many of the most valuable lessons and opportunities arise from casual interactions. “Curiosity opens doors, but connection keeps them open.”

By prioritizing transparency, accountability, and communication—while leveraging technology as a strategic enabler—Michael continues to drive measurable success at Shorr Packaging and beyond.