Nowel Ngala

As Chief Commercial Officer of a leading international airline based in Lagos, Nigeria, I oversee the airline’s global commercial strategy, leading all revenue-generating functions including sales, marketing, network planning, revenue management, pricing, distribution, cargo, digital channels, and strategic partnerships. My focus is on driving sustainable growth, strengthening profitability, and positioning the airline as a competitive African carrier with a strong global presence. I lead the expansion and optimization of our domestic, regional, and long-haul network to enhance connectivity, maximize route performance, and deepen market reach. I also champion digital transformation across the commercial ecosystem, accelerating direct distribution channels and improving the customer experience through data-driven innovation. A key part of my role involves developing strategic partnerships, including Interline SPA, codeshares and alliances, to expand network connectivity and reinforce the airline’s international positioning. Working closely with regulators, industry stakeholders, and policymakers, I actively advocate for aviation policies that support African air transport liberalization and growth, including initiatives such as the Single African Air Transport Market and the African Continental Free Trade Area. I strongly believe aviation is a catalyst for economic transformation, and I remain committed to building a resilient, customer-focused, and commercially agile airline while advancing the vision of Lagos as a leading global aviation hub.

Appointed by AFCAC-AU as SAATM(Single African Air Transport Market) PIP(Pilot Implementation Project) Ambassador for Central African Region to advocate within Africa and mainly Central Region to encourage all member states and stakeholders to speed-up the implementation of the YD leading to the full and sustainable implementation of SAATM. The role requires sensitization and mobilization of all stakeholders at national level (governments, civil aviations, airlines, airports, ANSPs, civil society, consumers etc), regional and continental levels through appropriate communication dissemination and awareness creation on SAATM implementation and its benefits, both virtually and at Industry events.

African airlines and the non-African airlines that operate to, from and within Africa require a regulatory framework that is in line with global practice. It is in recognition of the immense impact of these regulations on its member airlines that the AFRAA Secretariat was tasked to put together the Aero-Political Committee whose main role is to oversee the development and implementation of proactive strategies to align the policy makers and regulators with the requirements of AFRAA member airlines. The Aero-Political Committee will deliberate and make recommendations on matters such as the following: • SAATM, YD & Deregulation • African Airlines Alliance • Fees, Taxes and Charges • Blocked funds • Environment

Within the current context of total transformation, recapitalization, new airport terminal and in the process of privatization, working at Board level to ensure ROI on shareholder investments. Establish medium and long-term visions from a network perspective to grow routes and fleet. Analyze market forces such as passenger demand and other macroeconomic conditions and competitive forces impacting the network and develop commercial strategies accordingly. Manage the planning, development, and implementation of the airline’s seasonal schedules and annual business plan in terms of schedule and revenue. Ensure that the most appropriate market segmentation and customer segmentation is devised for effective pricing, marketing, distribution, and sales strategies. Monitor competitor route and pricing strategies to formulate and adjust TAAG's competitive strategy. Establish and track the performance of market-level inventory strategies, with the goal of identifying and exploiting revenue opportunities in a highly competitive pricing environment. Understand market-level political and economic environments and develop, implement, monitor and continuously improve pricing and revenue management strategies. Develop sales planning guides, techniques, and best practices to enhance sales performance. Develop and drive sales of ancillary revenue. Monitor that brand guidelines are followed and that the company’s brand is well-promoted and visible. Ensure annual marketing plans both market-level and corporate-level are properly developed, effectively implemented, and within budget. Develop a marketing strategy to reinforce shifting from more traditional spending to new and upcoming trends, mostly electronically based and in-kind barter trades. Deliver reductions in the cost of sale and distribution costs. Control the development and implementation of the department’s OPEX and CAPEX Create and maintain relationships with key decision-makers within the travel industry and corporates.

After the defunct Air Afrique Airlines in 2002, ASKY Airlines was founded by a combination of regional financial institutions - the ECOWAS, Bank of Investment and Development (EBID), the West Africa Development Bank (BOAD) and the ECOBANK group. The airline is a fully private, profit-driven venture managed by experienced professionals from 27 African countries. Its strategic partner is Ethiopian Airlines, the most successful airline in Africa which also has 20 percent ownership of ASKY's capital. As Commercial Director, I am charged with the responsibility of overseeing both commercial and ground operational activities providing market focus to the business to achieve revenue profits and strategic objectives. With a cost reduction management approach, my key responsibility is to initiate, lead and implement strategic measures in the domains of Sales, Marketing, Pricing, Revenue Management, Network Planning, Scheduling, Inflight product, catering, ground operations and customer care that builds a pre-eminent international airline connecting Africa to the rest of the world. http://www.amadeus.com/blog/16/03/asky-airlines-africa/

• Responsible to develop sales of Camair-Co on the International and Regional Network of the Airline, this includes all African Countries and France – Europe. • Designed economic revenue forecasting, country by country and achieved 20% growth in revenue streams during the last two quarters • Achieved load factor growth by 18% in key long haul route as well as regional routes • Design marketing and communications plan at each country level taking into consideration cultural variations and entry strategy techniques per market • Initiate and manage budgeting and expenditure control for each market • Responsible for the negotiations of contracts with business partners, GSA and suppliers • Introduce and coordinate new prices benchmarking to be more competitive in market, monitoring of competitors activities and initiatives, gather market intelligence information and take insightful decisions to increase revenue • Carry out training, supervising, coaching and informing sales force in various countries

• Undertook a full review of case file information in accordance with regulatory procedures and guidance, including the suitability of the recommendation made. • Reviewed customer complaints against company Service Level Agreements and deciding on the validity of the customer complaint. • Contacted customers in writing detailing the decision made in relation to their complaint and the rationale behind this. • Analyzed the content of files, investigating discrepancies and updating the database providing a report of the outcomes and findings. • Contacted clients by telephone to explain actions taken and offer/negotiate compensation • Reviewed other Case Handlers’ reviews as part of the quality assurance process. • Maintained accurate statistics on cases handled, compensation offered and cases closed (Used Excel Spreadsheets). • Coordinated appropriate case management of personal workflow to achieve weekly productivity target. • Prioritized work in progress in relation to the targets set.

• Worked with Store Managers franchised under Marks and Spencer Simply Food to ensure brilliant execution of business plan within the UK with a remarkable growth in revenue of 12%. • Consistently contributed in report writing for franchised management strategies, Sales forecast and budget controls, by presenting data in a consistent and comprehensive format that assist professionals and other colleagues in understanding key issues. • Worked closely with Sales and Marketing Agency and external colleagues to request information on existing strategic business models, and analyse the models to identify and address customer retention and product segmentation issues. Achieved great visibility. • Worked closely with Marketing Managers to develop solutions to brand awareness, customer relationships, consumer segmentation and other issues that maximized performance. • Analysed SWOT factors to determine Business Development and Growth strategies. • Used other business plans and models to identify investments hotspots across the UK.