Summary
Overview
Work history
Education
Skills
Skills
Timeline
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Craig Radford

Craig Radford

Exeter,United Kingdom

Summary

Experienced professional aviation sales manager with over 25 years of aviation industry experience. Credited with leading motivated sales teams that can implement sales strategies and deliver substantial revenue growth in highly competitive and diverse markets.

A strong background in securing MRO service contracts from a variety of major international airline operators, aircraft leasing companies, and OEM clients. Focussed on capturing all revenue opportunities that drive bottom-line profitability, whilst developing long-term client relationships to deliver sustainable profit growth.

Highly motivated leader offering first-class communication, strategic thinking and business analytical skills that support key organisational initiatives.

Overview

27
27
years of professional experience

Work history

Head of Sales and Business Development

Aerocare Aviation Services
08.2022 - Current
  • Increased profitability on base maintenance and paint sales of business jet aircraft by 10% to date by identifying new customers on target platforms and updating commercial terms.
  • Established a new customer generation strategy with the Sales and Commercial team to increase the prospective sales pipeline
  • Driven sales team to drive revenue growth opportunities on new Embraer and Bombardier executive jet platforms to reach target thresholds for increased profitability
  • Compiled key sales data metrics to create reporting on sales performance for the senior management team
  • Identified quality vendor opportunities to sell surplus aircraft parts and component repair capability to generate over £250k to date

Head of Business Development

JMC Group / Complete Aircraft Group
11.2018 - 08.2022
  • Devised and implemented a sales strategy that delivered new business sales of £16m derived from MRO and OEM clients such as Czech Airlines Technics, Rolls Royce and Boeing
  • Worked closely with JMC Head of Engineering to capitalise on returns from fixed-price working parties that averaged 30-35%.
  • Managed financial aspects of several complex projects, producing detailed reports on RoS to increase EBITDA to £2.5m per annum.
  • Managed team resources across several projects to secure new contracts and increase revenues from the existing client base
  • Drove ongoing customer generation strategy, maintaining an effective prospective sales pipeline in Salesforce.
  • Delivered on set target of 30% of GP & EBITDA derived from clients outside the primary European region
  • Managed the selling of aircraft parts and tooling inventory harvested from aircraft teardown projects on behalf of a sister company (Complete Aircraft Group).

Senior Commercial Sales Manager

Flybe Aviation Services
10.2015 - 11.2018
  • Managed a motivated MRO Commercial Sales team consisting of 12 direct reports that covered estimating, sales, commercial, customer support and parts trading
  • Increased YoY revenues by 17.1% resulting in gross profit increase of 36% from sales of Line and Base Maintenance, Technical Training, Part 21/ Part M services and selling surplus Aircraft Spare Parts and inhouse Component Repair Capability
  • Exceeded Base Maintenance sales target by 5% through increasing hangar bay occupancy rate
  • Negotiated exclusive Base Maintenance contract with National flag carrier client that accounted for 15% of total annual sales
  • Increased net contribution to £1.7m (up by 41% versus previous) from trading activities on aircraft parts and tooling sales.
  • Introduced web-based CRM and developed a sales pipeline that ensured all prospects were tracked and conversion KPIs were recorded

Commercial Sales Manager

ATC Lasham Limited
08.2013 - 09.2015
  • Developed a new sales pipeline of Base Maintenance clients from several Boeing and Airbus narrowbody operators and lessors across two locations
  • Negotiated a new maintenance contract with a UK airline client valued at over £10.0m of revenue per annum
  • Secured multiple ad-hoc aircraft maintenance events from new clients that generated over £6.0m of revenue in 2014.
  • Negotiated in excess of £2.5m in revenue from several aircraft leasing companies to provide aircraft storage, care and maintenance services
  • Renegotiated existing engine maintenance contract with a major lessor client that increased gross margin by 35% (£0.25m in 2014/15)
  • Developed a pricing structure based on historical and current trends, competitor activities and supply chain data.

Commercial Sales Manager

Flybe Aviation Services
08.2010 - 07.2013
  • Secured annual 3rd party MRO revenues in line with set targets from a client base of airline operators, leasing companies and OEMs from across EMEA and North America
  • Increased base maintenance contracts by securing 15 new clients across the regional aircraft fleet in two years.
  • Sourced a new European client base that accounted for 22% of the total man-hours capacity in 2012
  • Developed a reporting structure to determine profitability from all MRO sales activity and mitigate potential under-recovery
  • Recruited and led a Sales and Marketing team that consisted of 3 direct reports who secured new Technical Training revenues of £1.8m per annum

National Accounts Manager

British European
06.2000 - 07.2010
  • Managed 35+ client agreements across All European markets with an account portfolio value in excess of £22.0m revenue per annum
  • Generated incremental revenue from existing accounts of £5.0m per annum through corporate incentives
  • Monitored competitor activity & any change in market share and devised a tactical short-term pricing response
  • Increased revenue from providing Cargo and Freight services on existing scheduled flights by 20%, to £1.2m per annum
  • Held regular meetings with existing clients to share information, and demonstrate the value and benefits of our product and services.
  • Prepared monthly reports, account reconciliations and financial statements.

Business Development Manager

Jersey European Airways
05.1999 - 06.2000
  • Developed existing major client relationships in a defined territory (UK South East) to promote passenger services and target additional sales revenues
  • Conducted regular client performance reviews with all levels of management from travel trade and direct with corporate clients
  • Analysed sales data and developed a call strategy that provided a 20% revenue growth YoY across the region
  • Monitored changes in competitor behaviour within territory and impact on market share in order to launch tactical initiatives in response
  • Represented the company at all prominent trade conferences, exhibitions, and events

Marketing /Sales Data Analyst

Jersey European Airways
08.1997 - 05.1999
  • Produced management reporting tools for Commercial Board and set up weekly reporting to monitor all trade sales
  • Conducted regular market assessments to stay current on trends and maintain readiness for changes
  • Supported front-line sales teams with regular reporting and administrative operations

Ticket Reservation Agent

Jersey European Airways
05.1996 - 08.1997
  • Employed strong product and systems knowledge to handle booking enquiries
  • Developed upselling techniques and regularly reached a call conversion rate of over 85%, significantly above the average of 65-70%
  • Identified and engaged prospective business clients to increase corporate bookings
  • Liaised with corporate booking agents to coordinate and update itineraries

Education

Higher National Diploma - Business & Finance

University of Plymouth
05.1996

ILM Level 3 Award -

Exeter Business School
06.2012

Institute of Travel Management - Advanced Negotiation Skills

Flybe Technical Training Academy

Familiarisation Course - Embraer E170/190

Flybe Technical Training Academy
08.2011

City and Guilds Certificate in Data Processing and Information -

Exeter College

A-Levels - Business Studies, English, Physical Education

Torquay Boys' Grammar School
Torquay
06.1994

Skills

  • 12 years experience in selling technical Aviation products
  • Leading a motivated sales team
  • Strategic planning and execution
  • Sales pipeline management
  • Bid Management (using CRM)
  • Lead development
  • C-level client management
  • Sales team performance tracking
  • Implementing Client generation strategies

Skills

  • Excellent presentation skills
  • Ability to empathise whilst still influence
  • Can negotiate at all levels
  • Strong analytical skills
  • Excellent written/ verbal communication skills
  • Confident and personable
  • Self-motivated to achieve targets

Timeline

Head of Sales and Business Development

Aerocare Aviation Services
08.2022 - Current

Head of Business Development

JMC Group / Complete Aircraft Group
11.2018 - 08.2022

Senior Commercial Sales Manager

Flybe Aviation Services
10.2015 - 11.2018

Commercial Sales Manager

ATC Lasham Limited
08.2013 - 09.2015

Commercial Sales Manager

Flybe Aviation Services
08.2010 - 07.2013

National Accounts Manager

British European
06.2000 - 07.2010

Business Development Manager

Jersey European Airways
05.1999 - 06.2000

Marketing /Sales Data Analyst

Jersey European Airways
08.1997 - 05.1999

Ticket Reservation Agent

Jersey European Airways
05.1996 - 08.1997

Higher National Diploma - Business & Finance

University of Plymouth

ILM Level 3 Award -

Exeter Business School

Institute of Travel Management - Advanced Negotiation Skills

Flybe Technical Training Academy

Familiarisation Course - Embraer E170/190

Flybe Technical Training Academy

City and Guilds Certificate in Data Processing and Information -

Exeter College

A-Levels - Business Studies, English, Physical Education

Torquay Boys' Grammar School

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Craig Radford