Tell us more about your role and progression within Vista.
I started off as Brand Communications Manager looking after global PR and communications for VistaJet when we were just one brand and from there became Director, Global Communications & Brand Marketing with added responsibilities of campaigns and reputation management. As I got more involved with the corporate side and our acquisitions, as we developed into a group (Vista) of multiple brands, I became Director of Group Communications. I now oversee a comprehensive spectrum of communication practices across all markets. Beyond the typical media relations, my responsibilities include brand voice, campaign marketing, reputation management, crisis communications, internal culture and Member engagement, in addition to looking after our Founder & Chairman’s personal profile. I enjoy the full 360 viewpoint and working with teams from across the business.
What inspired you to be part of the aviation industry?
I grew up with a father who flew fighter jets so have always been surrounded by aviation in one shape or form, however, it was not a conscious decision to be part of the industry. More opportunistic moments, my journey into aviation and Vista highlights how you never know what’s just around the corner.
What motivates you to get up every day to do your job?
Variety, creativity, autonomy and knowing that each day can bring something new that will have a direct impact on the business is exciting. Knowing that each project, each campaign grants a complete sense of purpose. There has been incredible growth, expansion and change over my time at Vista, and all have brought new opportunities to progress, collaborate and innovate.
Do you find being a woman makes it more difficult to do this job?
Being a woman doesn’t make my job any more or less difficult — it’s on skill set, aptitude and results rather than gender. Success doesn’t just happen, it comes from continually learning, pushing and working hard. I am proud of my business and work ethic that has led me to where I am today. At the same time, I am of course proud to be a woman. Being a woman working in any sector isn’t a hindrance, quite the opposite, it’s a power.
Any advice for women who want to carve out a successful career in aviation?
There are still some archaic parameters and women being underrepresented within aviation, but I’m lucky to be in a company that has strong gender diversity, praising talent and strengths, which is critical to business performance.
My advice would be the same regardless of what industry a woman is looking to go into — it’s important to explore your passion and interest. That thing that makes you tick, makes you excited, makes you want to have an impact. Don’t think because your background may not be in the field that it means the role or sector isn’t for you — learn, lean in and push towards your own aspirations and challenges.
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