Cody Upp

Head of Marketing, Sales, and Solutions at Zebra Robotics Automation, launching the next generation of persons to goods automation. He is passionate about delivering value and innovation to third-party logistics providers.

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Aug 13, 2025 • 51min

Fulfillment Potential: The Strategic Impact of Robotics in 3PL Operations

Bryan Wright, CTO and COO at G10 Fulfillment, brings 35 years of logistics experience, while Cody Upp leads marketing at Zebra Robotics Automation, focusing on innovation in 3PL. They discuss how automation is transforming third-party logistics, highlighting the innovative decoupling of robots from picking carts, promoting operational flexibility and cost-efficiency. The duo dives into the importance of strategic partnerships and an entrepreneurial mindset, as well as the future of automation in enhancing productivity and accuracy in logistics.

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