EPISODE 6 | February 3, 2026
Shipping Wisdom with Amanda Bradfield
Amanda Bradfield
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About the Episode
In this episode of the Forward Thinking Podcast, Sam Smeaton sits down with Amanda Bradfield, Head of International Freight & Logistics at FTA, to unpack how global shipping really works and why understanding the shipping side of logistics matters more than ever. With nearly 30 years in the industry, Amanda shares her journey from starting as a freight forwarding runner in Fremantle at 17, to becoming a trusted industry voice known for translating complex shipping issues into practical, real-world insight.
Amanda breaks down what’s happening across international shipping today, including port congestion, blank sailings, vertical integration by shipping lines, and the long-term supply chain shifts triggered by COVID. She explains how freight forwarders and shipping lines interact, how importers make decisions between sea freight and air freight, and why disruption is no longer the exception but the baseline. The conversation also covers sustainability in shipping, major global events like the Suez Canal disruptions, and why relationships, adaptability, and curiosity remain the backbone of a resilient logistics career.
Key Themes in this Episode
A career built inside shipping: Amanda’s early start in freight forwarding, the evolution of roles in logistics, and what decades inside the industry teach you about resilience, relationships, and change.
How shipping really works: explanations of port congestion, blank sailings, vessel windows, and why delays happen, plus who actually carries the cost when things go wrong.
Shipping lines vs freight forwarders: The symbiotic relationship between forwarders and carriers, how power shifts depending on market conditions, and why burning bridges never pays off in logistics.
Post-COVID supply chains: The move away from just-in-time inventory, increased stock holding, and how congestion has simply shifted bottlenecks further inland.
Consolidation & vertical integration: Why shipping lines are expanding end-to-end, the rise of vessel-sharing agreements, and what continued consolidation means for the market.
Sustainability at scale: Slow steaming, low-sulphur fuels, LNG, biofuels, scrubbers, and the real challenges of decarbonising global shipping.
Global disruption & risk: Lessons from the Ever Given, Suez Canal rerouting, port backlogs, and how single choke points can impact trade worldwide.
Careers in logistics: Why curiosity, problem-solving, and asking questions matter and why shipping and logistics remain one of the most durable, opportunity-rich career paths available.
Why You Should Listen
If you work in freight forwarding, shipping, logistics, or supply chain management or want a clearer understanding of how global trade actually functions, this episode delivers essential context. Amanda cuts through jargon to explain the forces shaping international shipping today, helping you better anticipate disruption, understand delays, and see where the industry is heading. For experienced professionals, it’s a sharp, reality-based view of current market dynamics; for those newer to logistics, it’s a grounded, confidence-building guide to an industry that rewards curiosity, adaptability, and long-term thinking.
[00:00] Introduction: Meet Amanda Bradfield, Head of International Freight & Logistics at FTA, and why shipping knowledge is critical to modern logistics and global trade.
[01:05] Entering the Shipping Industry: Amanda’s early start in freight forwarding at 17 and how many logistics careers begin by accident, but last by choice.
[02:55] Freight Forwarding Before Digitalisation: Life as a runner, paper documentation, customs stamps, no mobile phones, and relationship-driven shipping operations.
[04:10] From Paper to Platforms: How digital systems transformed shipping and what the industry lost along the way.
[05:40] A 28-Year Career Shift: Leaving one company after nearly three decades and stepping into a national industry leadership role at FTA.
[07:10] Shipping Intelligence & Industry Updates: Why real-time shipping information matters and how industry notices support forwarders, importers, and exporters.
[08:30] The State of Global Shipping: Vertical integration, shipping line consolidation, vessel-sharing agreements, and end-to-end control.
[10:05] Post-COVID Supply Chain Reality: Why just-in-time inventory has lost favour, how stockholding has changed, and where bottlenecks now appear.
[12:10] Sea Freight vs Air Freight Explained: Cost, speed, volume, perishables, and how shippers decide between ocean freight and air freight.
[13:55] Freight Forwarders vs Shipping Lines: How the relationship works, power shifts in tight markets, and why relationships always come full circle.
[15:10] Sustainability in Shipping: Slow steaming, low-sulphur fuels, LNG, biofuels, scrubbers, and the challenge of decarbonising global shipping.
[17:00] Suez Canal & Geopolitical Risk: Trial transits, insurance concerns, crew safety, and why reopening major trade routes takes time.
[18:40] Port Congestion Demystified: Vessel windows, anchorage delays, terminal congestion, and why no one party ever “owns” the blame.
[20:50] Blank Sailings Explained: Why shipping lines cancel sailings, how it protects margins, and the downstream impact on supply chains.
[23:00] Chinese New Year & Shipping Cycles: Factory shutdowns, volume drops, recovery timelines, and seasonal planning.
[24:15] Major Shipping Disruptions: Lessons from the Ever Given, Suez Canal blockages, and high-profile maritime incidents.
[26:45] How Global Trade Connects: Why one delay at one port can cascade across international supply chains.
[27:15] Favourite Port & Shipping Language: Fremantle, Incoterms, and why shipping has its own technical vocabulary.
[28:55] Logistics as a Career Path: Why shipping and logistics aren’t “sexy” but are resilient, essential, and opportunity-rich.
[30:25] Advice for New Entrants: Curiosity, problem-solving, asking questions, and seeing the full supply chain picture.
[32:10] Alternative Career Paths: Hospitality, aviation, and what shipping shares with other service-driven industries.
[33:05] Advice to an 18-Year-Old Self: Confidence, growth through discomfort, and backing yourself to try new things.
[36:10] Final Industry Reflections: Why logistics rewards adaptability, long-term thinking, and strong relationships.
[37:55] Closing Thoughts: Staying informed, staying curious, and why shipping will always underpin global trade.
Episode Outline And Highlights
Today’s Guest
About Amanda Bradfield
Amanda Bradfield is a senior industry leader within Australia’s freight and logistics sector, recognised for her ability to translate complex shipping issues into clear, practical insight for the market. In her role at the Freight & Trade Alliance (FTA), Amanda works closely with industry stakeholders to support informed decision-making across international trade, with a particular focus on communication, education, and industry alignment. She is known for her calm, authoritative perspective on change, disruption, and risk in global logistics, and for championing curiosity, adaptability, and long-term thinking as essential traits for sustainable careers in the sector.
About Your Host
About Sam Smeaton
Sam Smeaton is the Co-Founder of LogiHire and host of Forward Thinking. With a background in freight recruitment, he’s worked with top logistics businesses across Australia. On the podcast, Sam brings real stories, sharp insights, and a genuine passion for the people driving freight forward.