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Marketing Strategy for Aeron

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SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



Klaus Richter, Executive Vice President Procurement • Airbus

Klaus Richter was appointed Executive Vice President Procurement of Airbus in 2007. He is in charge of

procurement across the Airbus organization and has responsibility for developing strong partnerships with

suppliers and ensuring timely delivery of all purchased goods on-cost and with the proper quality.

Mr. Richter was previously Senior Vice President Materials Purchasing for BMW, based in Munich,

Germany. In this position, he supervised supplier relations for the company.

Mr. Richter graduated from the Technical University of Munich where he earned a Doctorate in

Mechanical Engineering in 1991. He received a Humboldt scholarship and spent two years as a researcher

and teacher at the University of California, Berkeley.









Alan Pardoe, Head of Product Marketing: A330/340/350 • Airbus

Alan Pardoe has been responsible for the global marketing of A330, A340 and A350 models since 2004.

He started with Rolls-Royce Scotland as a performance engineer before moving to British Aerospace as a

Sales Engineer working on the BAC 1-11 program.

Upon joining Airbus in Toulouse as an Airline Marketing Analyst in 1979, Mr. Pardoe first supported

sales campaigns of A300s and A310. He supervised sales support for A320s, A300s and A340s as each

new model was launched. He was appointed A330/A340 Product Marketing Manager in 1997,

contributing to the development of the A340-500 and -600 models.

Mr. Pardoe is a Graduate of Glasgow University with a degree in Aeronautical Engineering. He is a

Member of the Institution of Mechanical Engineers and of the Royal Aeronautical Society.









Brad Till, Regional Director, Product Marketing - Europe • Boeing

Brad Till is responsible for marketing Boeing products and services to airlines, leasing companies, media,

and industry experts around the world. He also provides customer perspective on Boeing product

development activities and offers direction for Boeing marketing strategies. He has also been involved

with the launch of the new 787 Dreamliner.

Mr. Till joined the Boeing marketing department in 2001 as the Regional Director of 717, 737 and 757

Brand Management to develop marketing strategies, including promotion product development, and

market development. Prior to this, he spent ten years in engineering assignments involving product

development, performance analysis, and certification efforts for Boeing commercial aircraft.

Mr. Till holds a Bachelor of Science degree in Aeronautical and Astronautical Engineering from Purdue

University, and a Master's degree in Business Administration from the University of Washington.









Benjamin Boehm, Director, Program Management & Marketing - CSeries • Bombardier Commercial Aircraft

Benjamin Boehm is Director of Program Management and Director of Marketing for Bombardier

Aerospace's New Commercial Aircraft program. In addition to directing program strategy planning,

governance and overall integration, he is responsible for marketing, airline requirements and analysis,

sales support and program communication. Mr. Boehm has been part of the CSeries Program since its

inception. In his previous role as Manager, Program Strategy (Technical), he coordinated pre-launch

development projects and studies within Bombardier Aerospace Regional Aircraft. Prior to joining

Bombardier, Mr. Boehm was an Aerospace Engineering Officer with the Canadian Air Force.

Mr. Boehm graduated from the Royal Military College of Canada with a degree in Mechanical

Engineering, He holds a Master's degree in Business Administration in Finance and International Business

from the Schulich School at York University. Mr. Boehm is a licensed Professional Engineer in the

province of Ontario.







September 15-17, 2008

EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY

SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



Didier Vernet, Defense Capability Marketing Director • EADS

Didier Vernet served in the French Air Force as a pilot for 28 before taking his current post in 2007.

Mr. Vernet graduated from the French Air Force Academy in Salon de Provence in 1978 and served as

fighter pilot on Jaguar before becoming air-to-air refueling pilot on the KC-135 in 1985. He was

commander of the Instruction and Air-to-Air Refueling Squadron in Istres Air Force Base and joined the

Strategic Air Force Staff at Taverny in 1994as chief of operations. Subsequently, he served as chief of

operational support at Villacoublay AFB and as airport commander at Sarajevo in Bosnia in 1999. He

joined the Defense General Staff in Paris in 2000 to head defense transportation and international co-

operation issues, a post he held for six years.









Dr. Svetlana Issaeva, VP, Sales & Marketing • Sukhoi Civil Aircraft

Issaeva Svetlana has over 15 years of extensive and diverse experience in aviation and aircraft finance.

She previously served in a variety of positions in Aeroflot Russian Airlines' commercial and international

departments and is currently responsible for Sales and Marketing in Sukhoi Civil Aircraft Company

(SCAC). Dr. Issaeva joined SCAC as a Deputy General Director in 2003 with responsibility for

procurement.









Paolo Revelli Beaumont, SVP-Commercial • Superjet International

Paolo Beaumont is a senior executive at Superjet International, the joint venture between Alenia

Aeronautica (Finmeccanica group) and Sukhoi Civil Aircraft (Sukhoi Holding) to promote the sales and

provide customer support to the SuperJet aircraft family.

Mr. Beaumont joined the aeronautical industry in 1986 with ATR where he was responsible for marketing

and sales financing and structure for nearly ten years. From 1998 to 2004, he was SVP Asset Management

and then SVP Commercial of ATR, a joint venture between Alenia and EADS. After that, until 2007, he

was Deputy General Manager of NHIndustries, a joint venture company between Agusta Westland and

Eurocopter in charge of the program management of the NH90 helicopter.

Mr. Beaumont began his career with the Food and Agriculture Organization of the United Nations in

Mexico and then moved to the Agip Group in Rome. He has a Master's degree in International Economics

from Turin and Cambridge Universities.





Paulo G. Franklin De Abreu, Head of Business Collaboration and Strategy • Embraer

Paulo Franklin joined Embraer in 2000 and is currently in charge of Business Collaboration and Strategy

activities. Prior to that, he was Marketing Strategy Manager at the Commercial Aircraft Division.

Before joining Embraer, Mr. Franklin worked in a leading Brazilian steel company that is part of Arcelor

Mittal Group in areas that included market intelligence, corporate strategy, market research, sales, and

production planning.

He is an economist, holding MSc and MBA degrees. Mr. Franklin teaches Market Intelligence at the

college graduate level and is a well-regarded speaker in MBA courses.









September 15-17, 2008

EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY

SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



Mario Formica, Vice President, Marketing • ATR

Mario Formica leads the ATR team that is responsible for Product Marketing, Competition, and Technical

Sales and Market forecasting. He provides support services to sales strategies and activities for the ATR

family of products.

He began his career at Alenia Aeronautica Naples in 1984 as an airline analyst in the Marketing

Department. He moved to ATR in 1989, and after spending four years in various positions in the Sales &

Commercial Department, he was promoted to Director, Sales Engineering in 1993. Between 1995 and

1998 he was VP of the Technical Sales Division with direct involvement in major ATR sales campaigns,

heading a multi-national AI(R) team.

Mr. Formica holds a degree in Aeronautical Engineering and is a lecturer at the MBA Aerospace ESCT

and at MBA Management International IAE Toulouse. He is a Member of the Board of the European

Regional Airline Association.





John F. Walsh, President • Walsh Aviation

John Walsh, with more than 30 years experience in aerospace, founded Walsh Aviation in 1993. This

consulting service specializes in forecasting for the commercial and military aviation markets and

identifying new business opportunities in the aerospace industry. He maintains a focus on the cyclical

nature of the industry to provide his clients with an “early warning” or “wake-up call” by identifying

major turning points in the marketplace.

He is frequently quoted as a aerospace expert in such mainstream media outlets as the Wall Street Journal,

Nightly Business Report, USA Today, World Airline News, BBC, and Worldwide News Hour.

Mr. Walsh was formerly Director of Market Research for UNC, Inc., and Director of Market Planning and

Corporate Relations for Rohr. He is a graduate of Manhattan College, Columbia University and UCLA,

and has an MS in civil engineering and an MBA.







William Clapper, Executive Vice President • CFM International

William Clapper joined GE in 1969 and has held a variety of positions within the company. In 1995, Mr.

Clapper assumed his current position as CFM56 Project General Manager and was elected Executive Vice

President - GE for CFM International. As part of the CFM Executive Team, Mr. Clapper serves as the

primary interface between GE and Snecma. He is also responsible for overseeing CFM56 program

management, marketing and sales, communications, and after-sales support for GE.

Mr. Clapper also led the development, certification, and entry into service of three highly successful

engine upgrade programs, including the CFM56-3 Advanced Upgrade, the CFM56-5B Acoustic

Upgrade, and the CFM56-5C/P engine for the Airbus A340-300 Enhanced program.

He holds a Bachelor's degree in Aeronautical Engineering from West Virginia University, and a Master's

degree in Mechanical Engineering and Business Administration from the University of Cincinnati.









Robert Nuttall, VP, Strategic Marketing • Rolls-Royce

Robert Nuttall joined Rolls-Royce in 1979 after completing an honours degree in Physics. He worked in

Rolls-Royce engineering departments, concentrating on the design of the RB211 family of large turbofan

engines. He then joined the marketing side of the company and was closely involved with technical

marketing of the RB211 engine for Boeing 747 and Boeing 757 aircraft. In 1989 he moved to International

Aero Engines to become Vice President of Company Communications with responsibility for the V2500

engine for the Airbus A320 and MD90. While in the United States, he completed an MBA.

Upon returning to the UK in 1995, became closely involved with the launch of the Trent engine for the

Airbus A340, the Airbus A380 and the Boeing 787. In 2002 he was appointed as Vice President of

Marketing with responsibility for marketing of Rolls-Royce civil products and services to airlines

worldwide.







September 15-17, 2008

EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY

SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



David A. Janes, Principal • Janes Capital Partners

David Janes is a Principal and CEO of Janes Capital Partners, an Investment Banking/Mergers and

Acquisitions firm whose principal focus is the Aerospace and Defense Industries. For the past 35 years he

has been an active personal investor in this industry and served as Chairman of California Manufacturing

Enterprises, with extensive investments in aircraft/defense supplier companies.

Mr. Janes served in the US Navy Reserve for 36 years, retiring in 1994 as a Rear Admiral. His military

career included service as Deputy Commander United States Naval Surface Forces Pacific Fleet and

Commander, U.S. Military Sealift Command Pacific and Far East. He also served as Chairman of the U.S.

Department of Defense Reserve Forces Policy Board Committees on Readiness and Mobilization. Upon

his retirement, he was appointed Chairman of the U.S. Department of Defense, Advisory Board for

Civilian Employer Relations.

Mr. Janes holds a Bachelor's degree in Economics and a Master's degree in Finance from the University of

Wisconsin.





Chris Tarry, Principal • CTAIRA

Chris Tarry founded his company in 2002 to provide research and consulting services on transport and

aviation industries in business planning and strategic development, industry and market forecasting, and

performance measurement and evaluation. He is an advisor to British government departments and Parlia-

ment on aviation issues, including the review of air transport arrangements for the Royal Family and senior

Government ministers. H is currently a member of the UK CAA's advisory group in respect to the charging

regime for the UK's regulated airports.

In 1984 Mr. Tarry became engineering analyst, focusing on aviation. He was soon voted the UK's leading

aerospace analyst when the FTSE had a separate aerospace grouping. He then switched his focus to transport

and airlines, a sector he has followed since 1986. In this period, he regularly ranked as one of the top three

European transport analysts. He also led a number of major international share issues.

Mr. Tarry holds Undergraduate and Postgraduate degrees in Economics. He is a Fellow of the Royal Aero-

nautical Society, a member of the Chartered Institute of Logistics and Transport, a member of the Securities

Institute, and a Freeman of the Guild of Air Pilots and Air Navigators.





Charles Armitage, Equity Analyst • Merrill Lynch

Charles Armitage has been at Merrill Lynch as European Aerospace and Defense analyst for the last

five years, having previously followed the global sector for four years as an investor.

Having graduated as a mechanical engineer, he completed his training at Rolls-Royce Military Engines

and worked in the project management office for the RB199 engine. Following a brief spell as a

strategy consultant, covering 18 different industries in 24 months, he joined the stock market as an

equity analyst in 1994.







PHOTO NOT

AVAILABLE





Laurent Rouaud, VP-Market Forecasts & Research • Airbus

Laurent Rouaud was named to his current position in 2004. He started his professional career in 1987 at

McDonnell Douglas in Long Beach as a Senior Airline Market Analyst in the Strategic Planning and

Forecasting Department of Douglas Aircraft. He joined Airbus in Toulouse in 1991 as a Manager Market

Planning in the Market Development Department and, in 1996, he was promoted to Senior Director

Market Planning and Research in Airbus of North America.

Mr. Rouaud holds Master's degrees in Engineering and Economics with a specialty in Industrial

Organization.









September 15-17, 2008



EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY

SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



Andrew Magill, Director-Marketing • Boeing Commercial Airplanes

Drew Magill leads marketing efforts for the Boeing commercial aircraft products and services. He is an

expert on the market dynamics that drive airline industry evolution and the market requirements for

aircrafts and services. He provides guidance to internal planning and product development, and supports

market-positioning and sales activities.

Previously, Mr. Magill led the team that develops the company's long-term market outlook and customer

requirements for both commercial aircraft and airplane services. Prior to that, following the rapid changes

brought about by the events of 9/11, he led the aircraft marketing team for the Americas region.

Mr. Magill joined Boeing in 1988 as an engineer on the 737 program and later became part of the 777

development team. He then began working directly with airlines in configuring aircraft and defining future

feature requirements. In 1995 he joined the marketing organization.

Mr. Magill holds a Bachelor's degree in Aeronautical Engineering from the University of Washington and

an MBA from Seattle University.





Al Wang, Sr. Manager, Forecasting & Market Planning • Pratt & Whitney

Al Wang currently serves as the head of forecasting and market planning for Pratt & Whitney and

International Aero Engines. He previously served in strategic planning before moving to marketing as an

airline analyst.

Prior to joining Pratt & Whitney in 1993, he was Program Acquisition Manager for the Naval Air Systems

Command. Mr. Wang earned his Bachelor's degree in Aeronautical Engineering and his MBA from the

University of Virginia.









Luc Beaudoin, Vice President, Aerospace • The Everest Group

Luc Beaudoin provides high-level counseling to board members and senior executives of companies that

operate offshore operations in Mexico. He is an Aerospace Engineer with a 23-year career at Bombardier

Aerospace, where he gained significant experience in the aerospace industry, both in manufacturing

operations and services. In the early years of his career, he held managerial positions in areas such as

Engineering, Manufacturing, Logistics and Program Management. This background was the groundwork

that resulted in Bombardier's appointment of Mr. Beaudoin as Director of Strategy and Business

Development, a position that he held for 10 years. In that position, Mr. Beaudoin acted as an internal

consultant to the senior executives of the company on key strategic initiatives, such as new businesses,

mergers, and acquisitions. Mr. Beaudoin was a key player in the development of Bombardier Aerospace's

strategy for Mexico.









Robert W. Thomson, Partner • Roland Berger Strategy Consultants

Robert Thomson is a Principal in Roland Berger's Aerospace & Defence competence center, based in

London. He has extensive consulting experience, encompassing strategy and operational improvement

assignments for leading airlines, aerospace companies and governments in the United Kingdom, Europe

and the United States.

Prior to joining Roland Berger, Robert worked as an investment analyst in the City of London and an

engineer at Rolls-Royce.

He holds an MBA with Distinction from the London Business School and a First Class Engineering

degree from Cambridge University, where he was elected to the Sir Henry Royce scholarship.









September 15-17, 2008

EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY

SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



John McMahon, Chief Executive Officer • Genesis Lease

John McMahon has over 22 years of experience in the aviation industry. Prior to joining Genesis Lease,

he was founder and managing director of an aviation investment consulting firm that was engaged by

GECAS as a consultant to assist with Genesis' formation and IPO.

Mr. McMahon began his aviation career in 1986 at Ireland's national airline, Aer Lingus, where he was

responsible for fleet planning and route planning. In 1990, he joined GPA Group, then the world's leading

aircraft lessor, to develop and market investment products based on operating leases, with a particular

focus on Japan. He transferred to GECAS in 1993 when the company assumed management responsibility

for GPA's aircraft lease portfolio. In 1995, Mr. McMahon joined the Daimler-Benz project team to

establish its associated aircraft leasing company, debis AirFinance, now AerCap, in Amsterdam.

Mr. McMahon received a Bachelor of Engineering degree from the National University of Ireland and

graduate diplomas in Accounting, Finance, Management, and Computer Modeling and Simulation. He

also completed the Advanced Management Program at Harvard Business School.





David Stewart, Principal • AeroStrategy

David Stewart co-founded AeroStrategy in 2001 and is head of the European office. He has over 23 years

experience in aviation. He has conducted over 60 assignments with leading aerospace manufacturers,

service suppliers, and airlines in Europe, North America, Africa and the Pacific Rim.

In addition to this broad range of aviation experience, Mr. Stewart has specific expertise in the

maintenance, repair and overhaul arena, the low cost airline sector, and in the aircraft selection and

acquisition process. Previously, he was a Partner in Mercer Management Consulting's Aviation Practice

and a Principal with The Canaan Group.

Mr. Stewart began his career with British Aerospace Commercial Aircraft Marketing in 1982. He holds a

Master's degree in Engineering Science from Oxford University and an MBA from the Cranfield School of

Management.







George Burton, Director • Counterpoint Market Intelligence

In 2004, after a career with GKN and Westland, George Burton joined with Richard Apps to launch

Counterpoint Market Intelligence Ltd., an aerospace market research and strategic planning consultancy.

Mr. Burton worked in the City of London for 10 years, becoming Research Partner of a stock brokerage

firm. He moved to the aerospace industry when he joined Westland Group in 1983, and stayed on with

GKN after it acquired Westland in 1994. He became Business Development and Strategic Planning

Director of Westland Aerospace and then of GKN Aerospace. Mr. Burton was also a company trustee of the

GKN pension fund.









Joanna Speed, Director, Conferences • SpeedNews

When Gil and Ann Speed launched the aviation industry's most innovative newsletter in their living room in

1979, they recruited their two young daughters for the production staff. Like many children of company

founders, Joanna Speed put off joining the family business. But a few years after college, in 1993, she

acquiesced, putting to use her degree from Cal Poly State University and her focus on business and marketing.

As SpeedNews Business Manager, Ms. Speed contributed her organizational abilities. While beginning her

informal education in commercial aviation with Publisher Gil Speed, she took graduate business courses at

Pepperdine University. Over the years, Ms. Speed streamlined the company to increase revenue and reduce

costs, led the effort toward online distribution and created new marketing programs for large corporate

subscribers. When SpeedNews Conferences emerged as influential forecasting and intelligence forums, Ms.

Speed refined and expanded marketing strategies for the Commercial Aviation Suppliers Conferences and was

instrumental in launching the Regional and Business Aviation, European Aviation and Defense Aerospace

Conferences. SpeedNews was purchased in 2006 by Prism Media, now formally known as Penton Media, and

is part of Penton's Aviation Media Group.





September 15-17, 2008

EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY

SPEEDNEWS 9TH ANNUAL AVIATION INDUSTRY SUPPLIERS CONFERENCE IN TOULOUSE



Matt Leisring, General Manager of Marketing • CFM International

Matt Leisring is General Manager of Marketing for CFM International, based in Cincinnati, Ohio.

CFM International is a 50/50 joint company between Snecma (SAFRAN Group) and General

Electric Company.

Mr. Leisring joined GE Aviation in 1982 as part of GE’s Financial Management Program, during

which he focused on the CFM56-3 development team. Subsequent assignments included finance,

Six Sigma Black Belt, and commercial and product support. Prior to being promoted to his current

position, Mr. Leisring held sales assignments in the US and the United Kingdom.

He became the marketing general manager in July 2006. In this position, leads the team

responsible for marketing activity on both current CFM products, as well as future engine

programs, such as LEAP-X.









September 15-17, 2008

EXPERT INSIGHTS AND RELIABLE INFORMATION FOR THE AVIATION INDUSTRY


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