What was your career path to your current role?
My journey in aviation began in the 1980s as a trainee with Air Portugal, a foundational experience that instilled in me the basics of airline operations. Shortly after, I joined Abu Dhabi International Airport in 1985, where I honed my skills in cargo, ground and passenger handling. This period was critical, as it exposed me to the intricacies of airline operations and the gaps between airlines, operators, and service providers.
In 1994, I was entrusted with the challenging role of setting up an airline from the ground up in Abu Dhabi. Drafting manuals, organizing operations, and guiding the airline toward success illuminated the intricacies of the industry and highlighted the service gaps I had previously observed. This experience was the catalyst for founding ASM in 1998, with a vision to fill those gaps.
The growth of ASM from its inception to becoming a leading provider of comprehensive aviation services globally is a testament to our commitment, innovation, and the trust we’ve built with our clients worldwide. Today, ASM boasts an expansive portfolio of services that includes aviation fuelling, flight planning, ground handling, permits and navigation, private jet charters, concierge, among others. Reflecting on my journey from starting out as a trainee to now leading ASM, it’s clear that every step was key not only in shaping my career but also in defining the direction and vision of ASM.
What are the best and less favourable elements of your job?
The most rewarding aspect of my role is witnessing the growth of ASM from such humble beginnings into a premier aviation services provider. It’s profoundly satisfying to see the vision that started with a small team blossom into a robust operation with a team of more than 70 people, serving major airlines and the general aviation industry around the clock. On the flip side, the challenges of managing high operational costs, navigating the competitive pricing landscape, and ensuring timely payments remain less favourable aspects. These challenges require constant innovation and strategic planning to maintain our commitment to quality service while ensuring financial stability.
Can you describe a typical day?
My daily routine as the CEO of ASM is intricately linked with our company’s around-the-clock operations. With departments working in shifts, we are ready to serve our global clientele across time zones at any hour, 24/7. This framework sets the stage for a day filled with dynamic decision-making and strategic meetings whenever the team needs my assistance. I make it a priority to be accessible to all my team members by maintaining open lines of communication, where everyone feels valued and empowered to contribute their ideas. This environment is crucial for fostering the agility and creativity that ASM is known for.
What has been the proudest achievement in your career so far?
This journey, from a trainee in Air Portugal to the founder and CEO of ASM, and the milestones we have achieved together as a team here at ASM are my proudest accomplishments. The acquisition of our fleet of private jets in 2016 also stands out as a significant milestone in both my career and ASM’s journey. This venture not only broadened our service portfolio but also provided us with firsthand insights into the challenges faced by aircraft owners. It led us to acquire our Air Operator’s Certificate (AOC) in the UAE, enabling us to offer a consolidated and cost-effective aircraft management experience. This achievement symbolizes ASM’s evolution and our dedication to excellence. However, the true source of pride is the journey we’ve undertaken with our dedicated team and loyal clients, whose support has been invaluable.
How do you stand out from your competitors?
With our legacy of 25 years of excellence in aviation services and being the only company in the region with in-house flight support departments and Air Operator Certificate, ASM distinctively stands out in providing comprehensive service offerings.
Our journey from a small team addressing specific service gaps to becoming a one-stop solution for aviation services speaks volumes. Unlike newer companies that might focus on competing through price, ASM prioritizes safety, reliability, and delivering a seamless customer experience. Our deep understanding of the industry, enriched by firsthand experiences such as owning and operating our jets, uniquely positions us to meet the nuanced needs of our clients. This fusion of experience, commitment to quality, and innovation distinguishes us in a competitive market.
What advice would you give to someone interested in a career in business aviation?
For those aspiring to build a career in the aviation industry, my primary advice will be to immerse yourself in comprehensive training courses that cover the breadth and depth of aviation operations. Always maintain a humble attitude towards knowledge acquisition as the aviation world is vast and ever-evolving, and there’s always something new to learn. Embrace every opportunity to expand your skills and understand that mastery is a continuous journey.
What does the future hold for Aviation Services Management (ASM)?
At ASM, our horizon is always expanding. When I started with a small team 25 years ago, I had not envisioned this scale of operations. Over time, and with accumulated experience, we have continued to grow and dream bigger. In addition to serving leading airlines and private jet operators with flight support services, we now have our own fleet of aircraft and our own Air Operator Certificate (AOC), under which we offer aircraft management services to private jet owners. The future holds immense opportunities for us to expand into new markets. As our team continues to grow, we believe we are on the path to becoming the leading provider of comprehensive aviation services in many more regions than we are today.
