Elena Baranova has 14 years of experience in marketing, business events and PR activities for the logistics industry. Having worked for ACEX alliance as a marketing lead for 12 years, she is now in charge of marketing for the ACN group of companies providing logistics solutions in the air cargo industry, represented in Europe, UAE and China.
What’s the biggest change you’ve seen in the industry?
The switch to digital platforms, real time updates, speed and borderless access to information, AI tools.
What’s the most unusual thing you’ve ever shipped?
The cars for Dakar Rally – An accomplished project and a curious request below.
What’s one buzzword you secretly dislike?
The “holistic approach” is my “favourite”.
Window or aisle seat?
Absolutely, window seat with a big number of sky photos during the flight.
What’s the best business lesson you’ve learned the hard way?
Clear communication is essential for managing expectations and keeping everyone aligned.
If you could swap jobs with anyone for a day, who would it be?
Lewis Hamilton during the race.
Which three items would you bring to a desert island?
Water desalination station, matches to survive and a couple of books by Mikhail Bulgakov.
Tea or coffee?
Hot latte.
What’s your guilty pleasure TV show or movie?
I like films by Guy Ritchie and Martin Scorsese.
What’s your go-to karaoke song?
All you need is love by the Beatles.
Describe your job in three words
Unpredictable, diverse and hardcore.
If you could instantly master one skill, what would it be?
Arabic language classes.
What’s something on your bucket list?
To get a motorcycle license.
What’s the best airport in the world, and why?
Istanbul Airport – one of the fastest-growing global aviation hubs, especially in terms of connectivity and transit traffic.
If air cargo had a mascot, what would it be?
A Falcon, flying high and always finding its route. Although, I reside in the UAE, so my perception might be influenced by the local culture.
How did you get into airfreight/logistics?
Got into the industry by chance. While choosing between companies, the one I chose was located closer to my home and I stay in the industry until now.
What quote has resonated most with you?
The word unsaid obeys the speaker’s will, the word once spoken masters him instead. It is the poetic English version of rubai by Omar Khayyam.
What’s the best piece of advice you’ve ever received?
Never be afraid to ask questions, even if you think they are stupid.
If you could have dinner with any three people, living or dead, who would it be and why?
Michael Jackson to take a dance lesson, Queen Elizabeth II to feel the legacy of the Monarchy and Elon Musk to exchange opinions on
company management and goal settings.
