Adhering to Customer's Viewpoints in the Aerospace Industry

Scott White, Senior Manager of Sales and Marketing Operations at Airbus in Australia Pacific

Serving as the Head of Commercial Operations of Airbus Australia Pacific, Scott White has a background in aerospace engineering, complemented by degrees in business and commerce. His professional journey has encompassed diverse industries and leadership roles, giving him broad exposure to various customers and business landscapes.

As the Senior Manager for Sales and Marketing Operations, Scott supports the sales managers by overseeing the back-office operations and leading a team of experts. He focuses on providing comprehensive support for market assessments, analysis, and event campaigns to meet the diverse needs of customers. This includes handling simple and complex offers, which demands a sophisticated response and significant team collaboration. Navigating formal procurement processes, particularly with government clients, is a common aspect of their work.

Overall, his aim is to optimize sales and marketing operations, leveraging his multidisciplinary background to drive success and effectively meet the business objectives.

Through this interaction, he shared a few challenges he faced and the marketing strategies implemented to meet customer satisfaction in the aerospace industry.

What are the day-to-day challenges you encounter in the marketing industry, and how do you typically address and overcome them?

One constant challenge is the need for clarity regarding our customer base and understanding their needs across various market segments. It's essential to recognize that not every customer responds to the same marketing channels or messages, so efforts must be tailored to resonate with each segment effectively.

Navigating these complexities becomes even more crucial when considering budget constraints. With finite resources in terms of time and money, we must be strategic and intentional in our approach. It's about targeting and promoting our brand in a manner that speaks directly to the customer rather than simply pushing products or services from our perspective. This requires a thoughtful and strategic allocation of resources to maximize impact and engagement within our target markets.

What are the common challenges you encounter daily in the office, and how do you effectively manage or address them?

My role offers a lot of variety, and each day brings its own set of challenges and opportunities. In some cases, unexpected events arise, requiring me to pivot and support other parts of the business or sales managers. Other times, it's about ensuring the team functions smoothly and providing guidance as needed. I also dedicate time to ensuring our procedures are current, aligning with the head office, and maintaining clear internal communication.

Regarding scheduling, I balance meetings with immediate priorities and more strategic, longer-term topics. Flexibility is important as days often deviate from the initial plan. It's crucial to swiftly reprioritize tasks, distinguishing between urgent matters and strategic objectives. Many professionals can relate to this juggling act, but it's about efficiently navigating these challenges to drive progress and success.

Is there any marketing strategy you are excited about and optimistic about that will bring significance to the marketing sector?

Technology is a game-changer in the marketing sector, allowing us to reach a broader audience at a lower cost. However, it is also crucial to recognize that reaching more people doesn't always equate to reaching the right audience. Clarity on marketing goals, target audience, and the most effective communication channels is paramount. This can be achieved through social media, conferences, or exhibitions.

Narrowly focusing on our products or company is easy, but gaining insight into the broader context, particularly from the customer's viewpoint, is crucial

Such events play a significant role in our marketing strategy, but not all are equally beneficial, as attending the wrong ones can lead to inefficiency. We must be intentional about the events we participate in, considering factors like information-gathering potential and alignment with our objectives. This requires careful planning, including decisions on event selection and our role —whether it's simply networking, having a stand to showcase the brand, sponsoring opportunities, or delivering a presentation to demonstrate our expertise.

In developing an overall marketing communication plan for the year and major events, it is crucial to identify key themes, messages, and activities leading up to and during the event. We also consider the guest list for events like receptions, ensuring we invite the right stakeholders to maximize engagement opportunities and impact.

Our messaging should resonate with the general audience and our targeted customers on the event day. We must communicate key points that highlight our brand's value proposition, address specific needs, and differentiate us from competitors. Ultimately, the messaging should drive desired outcomes, whether building brand awareness, generating leads, or fostering client relationships.

Are there any current projects or initiatives you're involved in, and how have they had a significant positive impact on your organization?

Several campaigns are currently in progress. I am the local lead responsible for our advanced air mobility initiative, which involves navigating an emerging technology landscape. At this stage, it’s about collaborating with a diverse range of stakeholders, including government, industry, academia and the public, who are our ultimate customers.

Central to this effort is securing social license, which requires shaping the environment before our products become available. Achieving this demands a collective industry approach, particularly given the challenges associated with this emerging technology. It entails all participants and stakeholders in this ecosystem working together to ensure its success.

Do you have any advice to share for aspiring professionals entering the industry?

Reflecting on my career trajectory, starting as an aerospace engineer and transitioning through various roles and levels, has made me emphasize the importance of seeing the bigger picture. It allows me to connect the dots and understand things from the customer's perspective.

Narrowly focusing on the products or company is easy, but gaining insight into the broader context, particularly from the customer's viewpoint, is essential. One should also think strategically and recognize that implementing certain products or initiatives may require a longer-term perspective and commitment.

The views expressed in this article are the personal views of Scott White drawing upon his 30+ years of experience and are not the formal position of or comment by Airbus.