The International Air Transport Association (IATA) has launched the ’FACE Ambassadors Program’, a new initiative that will form part of the wider Future Air Cargo Executives (FACE) Program, aimed at promoting air cargo career opportunities to a broader and younger audience worldwide.
According to the transport association, FACE Ambassadors will play a key role in extending the reach of the initiative by:
• Leading regional and local outreach initiatives, including community engagement and educational partnerships, with the aim of increasing awareness of air cargo career opportunities
• Serving as industry advocates by sharing their professional journeys and insights, with the goal of inspiring and mentoring the next generation of air cargo professionals
• Contributing to the development and promotion of FACE Summit content, webinars and digital outreach
• Engaging internal and external networks to actively support FACE initiatives, fostering a culture of talent development across the air cargo sector
Making air cargo appeal
An IATA whitepaper entitled Making Air Cargo Appealing to Young Talent pointed out that today’s cargo executives face a significant challenge in recruiting and retaining skilled employees from among a younger generation with evolving values with respect to work.
The FACE Ambassadors Program is intended to address that challenge by showcasing air cargo as an innovative and purpose-driven sector with opportunities for growth.
IATS said that the impact of the initiative will be tracked through an annual calendar of activities and measured by “tangible outcomes that reflect meaningful engagement with the industry”.
Brendan Sullivan, IATA’s global head of cargo, commented: “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.”
He continued: “The FACE Ambassadors Program connects today’s leaders with those who have the potential to lead the industry in the future.
“To build a stronger and more resilient workforce for air cargo, FACE Ambassadors will offer guidance, and real-world insight into the great opportunities that exist in our industry.”
Several airfreight professionals have already joined as inaugural ambassadors, IATA confirmed.
Face Summit
Launched in 2013, the FACE programme’s key initiatives include webinars, the FACE Summit and the biennial FACE UP! competition, which sees global graduates pitch solutions to air cargo supply chain challenges and will next take place in 2026.
A Face Summit is taking place today (Monday 14 April) at the IATA World Cargo Symposium (WCS) in Dubai.
The Summit includes a keynote on career pathway exploration; sessions on the impact of industry trends on future skills and workforce diversity; a panel discussion on how young employees contribute to talent management; and a workshop on personal branding.
