Flight Path to the Future: Innovation and Change

The aviation industry is in a constant state of flux. It's an environment defined by high stakes, complexity, and a deep-rooted focus on safety. As a leader who has spent over 20 years in this world, I’ve learned that successfully driving change here requires more than just good ideas—it demands a revolution, not just iteration.

I recently sat down for a great conversation about my career, the massive challenges I've tackled, and my absolute conviction about where the industry needs to go next.

From Airport TV to the Boardroom

My love affair with aviation started as a child, glued to TV shows about airport operations. That fascination grew into a "holiday-focused" career path that eventually led me to an almost 18-year "apprenticeship" at Virgin Atlantic. I intentionally moved between departments—from technology and marketing to revenue management—to gain a truly 360-degree understanding of an airline. This holistic perspective is the core of how I approach transformation.

That groundwork eventually led to my big move: relocating to Spain and taking on a transformation role at Welling. Now, I've taken the leap to launch The 30% Group. My goal is simple: I want to help businesses succeed and ensure they are part of the minority that achieves successful, lasting transformation.

Facing the Fire: Lessons from Crisis and Empowerment

You can't work in this industry without learning resilience. The most defining challenge of my career was navigating the COVID-19 crisis. I had to rapidly pivot our entire transformation plan to protect the business, making unprecedented decisions under intense pressure. Looking back, I’m incredibly proud of how we responded.

But the work I cherish most is what I call the "Make It Better" program at Welling. It wasn't about a new piece of tech; it was about culture and empowerment. We created a platform to give every single employee—especially those on the frontline—a voice. It was genuinely fulfilling to see a simple suggestion from a pilot result in millions in savings. That's the power of listening to your people.

Why We Need a Revolution, Not Just Iteration

If there’s one thing I’m firm about, it’s that aviation cannot continue with business as usual. The future demands a fundamental shift:

• Modern Retailing: Our customers expect the hyper-personalized experience they get from Netflix or their banking app. We need to be able to offer tailored, intuitive offers and a friction-free experience across all channels.

• Proactive Service: The days of giving out meal vouchers at an airport desk during a delay are over. Service recovery needs to be proactive, digital, and anticipatory, meeting customers where they are—in their hands and pockets.

• Sustainability and Diversity: We have to fully commit to sustainability, and we have to address our shocking lack of diversity. We need to actively bridge the gap in female leadership and representation now.

Building My Own Resiliency

Being a woman in a technical, male-dominated field isn't always easy. To stay resilient, I rely heavily on my "trusted board of advisors"—a core group of mentors, colleagues, and even my husband, who provides a crucial non-aviation perspective.

My ultimate advice for anyone facing a big career or life decision is this: trust yourself. Follow your passion, take control, and never let the fear of doing something "crazy" stop you. You’ll only regret the things you didn't try.

Want to hear the full conversation about my career highlights, my biggest pet peeves, and the one superpower I’d choose?

Watch the full episode here: