By Tod Trousdell, Fleet Marketing Consultant and Partner at RobertsTrousdell Communications
April 16, 2025
For this edition of Fleet Pro Focus we chat with one of fleet’s best known – and immensely popular – technology experts. Heidi DiAngelo, Director of Strategic Business Development at Ridecell, is a 20-year veteran of the fleet space and is active in many aspects of the industry.
Hi Heidi, thanks for stopping in. Tell us a little about what do you do in your role at Ridecell.
Thanks for having me. At Ridecell, I help Fleet & Mobility partners along their digital transformation journeys. My position is all about helping people find the right solutions to drive business forward and delight their customers.
Tell us more about your involvement with the industry – I understand you’re active with AFLA.
Yes! I’m actively involved with AFLA, where I chair the Education Committee. We have been actively working on creating bite-sized learning modules for fleet managers and industry partners. The first one, Fleet 101, is already available on the website with three more to be released in 2025! I’m also happy to serve on the board of Inspiring Women in Fleet (IWIF) from Nexus which focuses on bringing more diversity to leadership in the industry all around the globe.
What do you love most about the fleet industry?
Well, I think for one thing, once you are “in” fleet, you have colleagues and friends for life! I think you probably understand this being in the industry, and this is a global phenomenon, that many fleet people have a difficult time leaving the industry. The reason? Because fleet industry professionals care sincerely for the people they have worked alongside (across multiple organizations) for many years. I hope to pass on this wonderful trait of the industry to those that are coming up in it now!
What do you think the most important themes are for fleet as we head into the teeth of 2025?
For fleets, it’s all about simplification and cost-cutting—doing more with less. For providers, we need to focus on digitizing operations and improving the customer experience, with AI solutions playing a big role. We’re also at a turning point in the industry where we need to embrace new ideas of the rising generations, all while maintaining a great culture of collaboration that’s defined Fleet & Mobility for so long.
What do you think are the biggest challenges facing the industry?
We’re in the midst of a significant transformation in the Fleet & Mobility Industry, with growing pressure to digitize and simplify operations. Historically, many organizations have developed their technology in-house, but moving forward, we’ll need to shift toward more unified, scalable solutions to deliver a seamless customer experience. What those solutions will ultimately look like is still evolving. At the same time, the impact of tariffs is becoming an increasingly urgent concern—affecting both short-term planning and long-term strategy across the industry.
What excites you most about fleet as you look out over the next several years?
What excites me is the helpful, service-first nature of this industry. It’s all about supporting others, whether it’s your colleagues, your partners, or your customers- locally or globally. Moreover, even though I am aware it will be an evolved version of it, I am also passionate about passing this amazing culture on to the next generation!
How and where did you get started in fleet?
Like most, I came into Fleet & Mobility quite by accident. I started at PHH, which at the time was a short 15-minutes’ drive to the office. If you believe in love at first sight, it was pretty much like that for me entering the halls of PHH. I knew I would be there a long time, and that was just the beginning of a wonderful journey in this industry.
Was there a person or people who helped you advance in fleet?
There always is! I could name so many, but here I would like to mention Michelle Cunningham, my supervisor and mentor at Element, Rob Hill of Holman – who has always been kind to me even though I’m playing “for the other team,” and Liam Donnelly who at the time ran the International Business Office at Arval. Each of these people led with great integrity and with equal amounts of kindness, fun and hard work. I am so very thankful for having known them and for having benefited from their leadership and friendship.
Tell us a little about your personal life and what makes you tick.
I swam competitively in my youth and have just taken on the Open Water (swimming competitions). I was a biology major in college, which means I house temporary animal “visitors” during the summer months and often leverage nature analogies – sometimes awkwardly – in casual conversation. I love music of all kinds and am continuously looking for a new suggestion! I live on the East Coast with my husband, three (human) girls, three dogs, a cat, and a gecko.
About the author
Tod Trousdell is a marketing consultant with over 35 years of experience helping big brands like Coke, Time Warner and Wyndham Hotels do big things. He has been involved with the fleet industry for more than 15 years, working extensively with FMCs, fleet service providers and fleets themselves on a variety of marketing and communications initiatives. Tod can be reached at [email protected].
