With globalisation on the rise, connectivity has become a critical factor in ensuring operations run smoothly as markets develop, strengthening regional operations to effectively address the changing needs of specific markets.

 “Over the past months and years, we’ve observed a significant increase in the prominence of Asia in the global market. When I took over last year, it became clear that we needed to adopt a more focused regional strategy,” Stanislas Brun, Vice President Cargo at Etihad Cargo, stated.

As a result, Etihad Cargo has split Asia into two distinct regions: North Asia, which includes China, Hong Kong, Korea, and Japan, led by Jacqueline Han Lin Ni, based in Shanghai, and South Asia-Pacific, spanning from India to Australia, managed by Bernard Lee, based in Singapore.

“Both leaders bring extensive experience and deep regional insights, enabling us to better respond to the specific dynamics of these areas,” Stanislas stated.

Etihad Cargo has also restructured the Central Region, which includes Africa, the Mediterranean, the Commonwealth of Independent States countries, and the Gulf Cooperation Council countries, with Abu Dhabi as a key hub. The central region is now led by Grant Kemp based in Abu Dhabi.

“This central coordination is essential for managing the unique challenges and opportunities in this diverse and strategic area,” he continued.

Finally, the carrier maintains a strong focus on Europe and the Americas, with a strategic relocalisation effort led by the regional general manager, Rainer Krammer, based in Germany to be closer to Etihad Cargo’s customers and contractors. 

“This ensures that we can manage strategy effectively while remaining connected to the field,” Stanislas added. 

Focused approach 

It’s crucial to have specialised expertise that can tailor its focus to the core activities of an operation in specific locations, such as revenue management, pricing, and fleet management, ensuring consistency and efficiency.

For example, Etihad Cargo has introduced a new customer experience department, led by Lubna AlLaham, Senior Manager Customer Experience, to handle critical activities like managing General Sales and Service Agents (GSSAs), Cargo Sales Partners (CSPs) and Global Handling Agents (GHAs). This is an essential area because while carriers manage these partnerships daily, they also need to evaluate strategies to ensure alignment with operations and Etihad Cargo’s customer representation. The customer experience department will oversee Customer Relationship Management (CRM) and training initiatives with the aim of elevating customer satisfaction. This is a key focus for Etihad Cargo, as customers tend to judge carriers most critically when issues arise, not when everything is running smoothly. 

“Ensuring clear communication and prompt problem resolution helps build trust and demonstrates our commitment to their interests,” Stanislas stated.

“To support this, we’re dedicating resources to meaningful training for both our team members and subcontractors.

“We’re investing heavily in CRM (Customer Relationship Management) systems to enhance our capabilities. Redeveloping and upgrading the CRM is a significant step in our digitalisation efforts, enabling seamless information sharing across the network. 

“This allows us to better align the strategies developed centrally with their application in the regions, ensuring that regional teams have the resources they need for their day-to-day operations without unnecessary burdens.”

The carrier has also appointed dedicated senior managers to oversee its products and global accounts. Jacob David, Senior Manager Products, is leading the expansion of Etihad Cargo’s products, building expertise with the appointment of dedicated business development managers and a product engineering team. Together, they will drive innovation and strengthen Etihad Cargo’s nine-strong portfolio of specialised products, including IATA CEIV-certified PharmaLife, FreshForward, SecureTech, SkyStables, and LiveAnimals, ensuring the development and delivery of best-in-class solutions and new product offerings that meet evolving customer needs and emerging market demands.

Andy Newbold, Senior Manager Global Accounts, has introduced a dynamic new approach to strengthening customer relationships and driving business growth. Since joining Etihad Cargo, he has led the 2025 Global Key Account strategy, redefining customer segmentation into partners, global key accounts, and regional key accounts to enable more tailored engagement. For partner accounts, he and his team have developed strategic Account Development Programmes (ADPs)—collaborative plans with clear KPIs to drive alignment and measurable success. As the strategy evolves, the ADP framework will extend across all key segments, ensuring a consistent, customer-centric approach that delivers long-term value.

Stronger process

Beyond the customer benefits of a regional, focused approach, this strategy also provides significant advantages itself. In a global environment marked by uncertainty and rapid change, having a strong regional presence allows a carrier to anticipate developments more effectively. 

For example, during the pandemic, a regional focus could help detect early signs of lockdowns, shifts in political dynamics, or other disruptions, enabling the company to adapt operations quickly to protect both the business and customers.

“Agility is crucial to success today. It allows us to react promptly and make informed decisions, even when international dynamics are unpredictable,” Stanislas said. 

“For instance, in regions like Abu Dhabi, we’ve encountered situations requiring us to adapt rapidly and provide tailored solutions. This responsiveness is one of our core strengths.

“Organisationally, this agility stems from a lean structure. While strategy and decision-making are centralised, execution is regionally distributed, ensuring flexibility and efficient communication. 

“This approach enables us to refine key elements like pricing, network optimisation, and product development. 

“By combining a clear central vision with strong regional execution, we’re well-positioned to deliver innovative solutions and maintain operational resilience.” 

Digital development

A customer-centric approach ties into the digital and technological advancements that are being adopted industry-wide. These tools are designed to make the entire process more seamless, efficient, and engaging for the customer. They not only simplify interactions but also give customers a better understanding of their cargo’s journey.

Indeed, the next stage of Etihad Cargo’s implementation focuses on the simplification of exchanges through digitalisation. 

“We’re already connected via API with our customers and are working on other projects with key freight forwarders to expand connectivity. However, it’s essential that freight forwarders are equipped to receive and utilise the data we’re able to provide. This is a key area we’re focusing on,” Stanislas laid out.

“At the same time, understanding and meeting specific customer needs is critical. Whether it’s perishables, pharmaceuticals, or secure tech products like electronics, tailoring our services to the requirements of each product category is a priority.”

Prepared for the future

One of the key benefits of a long-term focus is the ability to identify trends and trading patterns that shape our future strategies and infrastructure. 

For instance, if a carrier can anticipate increased demand for e-commerce in specific regions or the need for cold chain solutions in Africa, having this foresight allows it to plan and adapt effectively. 

Even with advanced cold chain facilities at its hub, a carrier may encounter regions with less developed infrastructure. Having a local presence ensures allows it to understand those challenges and can deliver solutions that bridge the gap from our hub to the final destination.

“We’re constantly exploring new solutions. In fact, just before this meeting, I was discussing innovative offerings with a provider that will enhance our ability to maintain product integrity throughout the supply chain, ensuring a seamless, high-quality process from origin to destination,” Stanislas outlined.

“While we can’t predict the future with certainty, staying close to our customers and shippers helps us anticipate market developments. In an environment of geopolitical uncertainty, we also prepare scenarios to ensure we can respond quickly and provide solutions that keep operations running smoothly.”