To inspire new air cargo leaders
The International Air Transport Association (IATA) has launched its Face Ambassadors Programme, a key extension of its Future Air Cargo Executives ( Face) initiative. This new global outreach effort highlights the industry’s dynamic opportunities to attract and inspire the next generation of air cargo professionals.
As part of its mission to modernise talent acquisition within the sector, the Face Ambassadors Programme will empower a select group of air cargo professionals to serve as advocates and mentors.
These ambassadors will engage in community outreach, partner with educational institutions, and use their platforms to showcase their career journeys in air cargo. Through regional and local engagement, they aim to ignite interest among young people and help them envision a future in the industry.
The programme’s launch is in response to IATA’s recent whitepaper, ‘Making Air Cargo Appealing to Young Talent, ‘ which revealed growing challenges in attracting skilled, young professionals to the cargo industry.
Many potential candidates seek impactful work aligned with innovation, sustainability, and purpose. The Face Ambassadors Programme aims to bridge this gap by promoting air cargo as a forward-thinking sector that offers meaningful careers, professional growth, and the chance to contribute to a global industry vital to trade and development.
Brendan Sullivan, IATA’s Global Head of Cargo, emphasised the programme’s long-term vision. “Young professionals want meaningful careers with opportunities to grow, learn, and contribute to a more sustainable future. Air cargo delivers on all fronts—but we must do more to tell that story and create clear pathways into the industry. The Face Ambassadors Programme connects today’s leaders with those who have the potential to lead the industry in the future,” he said.
Sullivan also stressed that developing talent must be a strategic priority for the cargo industry to build resilience and meet future demands. “To build a stronger and more resilient workforce for air cargo, Face Ambassadors will offer guidance and real-world insight into the great opportunities in our industry,” he added.
The Face Ambassadors will play a vital role in shaping the content of events such as the Face Summit and contributing to webinars and digital outreach campaigns. Their involvement will help design impactful learning experiences that resonate with a younger audience. The programme’s effectiveness will be evaluated annually, based on concrete outcomes tied to industry engagement and outreach impact.
Several professionals have already stepped into the role as inaugural ambassadors, setting the stage for a global network of advocates committed to shaping the future of air cargo. By giving a voice to those already succeeding in the field, IATA hopes to open doors for the next wave of air cargo leaders and reinforce the industry’s reputation as a destination for ambitious, values-driven talent.
Image: The programme’s launch is in response to IATA’s recent whitepaper, ‘Making Air Cargo Appealing to Young Talent.’ Credit: Jeffry S.S.
