CargoForwarder Global’s ‘Spotlight On…’ series showcases the huge choice of careers within the air cargo industry. And anyone starting out in one corner of the industry and then transitioning to another, is able to draw on experience and different perspectives – two factors are invaluable when it comes to performing air cargo services on behalf of different companies – such as in the case of a General Sales and Service Agent (GSSA). Yulia Celetaria, Senior Vice President at CargoCrew GSSA, shows us her responsibilities, and shares experience and advice on joining the industry.
CFG: What is your current function and company? And what are your responsibilities?
YC: In the current role as Senior Vice President at CargoCrew GSSA, I oversee the strategic direction and overall operations of our global network of air cargo services. My responsibilities include managing key client relationships, optimizing cargo operations, ensuring compliance with industry standards and regulations, and leading the team to execute high-quality service delivery. I work closely with airlines, freight forwarders, and other stakeholders to drive growth, efficiency, and innovation across our services. Additionally, my responsibility is expanding our market presence and exploring new business opportunities in the air cargo sector.
CFG: What does a normal day look like for you?
YC: I’m sure everyone in the aviation industry would answer this question similarly, but in aviation, there is no such thing as a ‘normal’ day. With my background in the cargo airline sector, followed by experience in the pharmaceutical industry, and now transitioning into the GSSA segment, I’ve come to realize that the closer you are to the ‘metal’ – the planes – the more stress and troubleshooting you face.
In my current role, my days are typically filled with engaging with stakeholders, understanding their needs, and building solid relationships. I also spend a lot of time refining our existing approaches to ensure we’re meeting the ever-evolving demands of the market. A significant portion of my day is spent in meetings – whether it’s discussing strategies with my leadership team, negotiating with airline partners, or working with clients to explore new opportunities. While troubleshooting is a constant part of my role, it’s the fast-paced, hands-on nature of the work that makes it both challenging and rewarding.
CFG: How long have you been in the air cargo industry, and what brought you to it?
YC: I’ve been in the air cargo industry for over 17 years, and my entry into it was actually quite random. After graduating from university, I sent out my resume and ended up landing a role at AirBridgeCargo Airlines. At the time, I had no idea this would be the industry I’d stick with, but as they say, “once an airliner, always an airliner.”
For me, this ‘airliner DNA’ has been a constant throughout my career. It’s the unique approach that comes from having an airline mindset—the pace, the precision, the drive to ensure everything runs smoothly under tight time constraints. It’s not just about moving cargo; it’s about delivering on promises, ensuring reliability, and adapting quickly to challenges. Whether I was working directly at the airline or later transitioning to the shipper’s side, that ingrained sense of urgency and focus on quality service has remained with me. Starting as a Customer Service agent, I had the chance to grow within the company, eventually becoming the Director of Healthcare and Humanitarian for the entire group of companies. This journey has shaped my deep passion for air cargo, and the ‘airliner DNA’ continues to guide me as I navigate the industry.
CFG: What do you enjoy most about your job?
YC: The GSSA role is a relatively new setup for me, and what I enjoy most is the opportunity to learn the nuances of this side of the air cargo industry. I’m enjoying the challenge of refining strategies, optimizing operations, and building new business opportunities. I also have the chance to leverage my cargo airline experience to shape the GSSA product, bringing a fresh perspective and enhancing the services we offer by integrating the operational insights and efficiency I’ve gained over the years.
CFG: What do you see as the greatest challenges in our industry?
YC: It’s probably balancing the increasing demand for faster, more efficient services with the need for safety and compliance on one side of the supply chain. On the other side, fragmented data access hinders the industry’s ability to achieve full visibility, making it difficult to optimize operations and maintain seamless service. Addressing these issues while keeping up with evolving customer expectations will be key moving forward.
CFG: What advice would you give to people looking to enter into the air cargo industry? Any particular training they should aim for?
YC: There are multiple training options available, like IATA courses or in-house programs, which are certainly valuable. However, they can never replace live, hands-on experience. The best way to learn is through practical, real-world exposure. If you start at an airline – especially a cargo airline – make sure to go outside to the ramp and observe how load masters and ground crews work (regardless if you are joining as a customer service, sales or revenue management). Seeing the operations up close gives you a much deeper understanding of the complexities of air cargo and will give you an invaluable perspective that training alone can’t provide.
CFG: If the air cargo industry were a film/book, what would its title be?
YC: “Fast & Furious & Slightly Chaotic!”
Many thanks for your answers, Yulia!
If you would like to share your personal air cargo story with our CargoForwarder Global readers, feel free to send your answers to the above questions to cargoforwarderglobal@kopfpilot.at We look forward to shining a spotlight on your job area, views, and experiences.
