CargoForwarder Global’s ‘Spotlight On…’ takes a look at the many different people and functions that make up the air cargo industry. In recent years, there has been a growing focus on bringing digital procurement to life for the thousands of small and medium-sized (SMB) forwarders across the world: an important element of industry digitalization efforts. One person in that function is George Britton (GB), VP Sales SMB at cargo.one. This week, he talks about his responsibilities, how he came to the air cargo industry, and gives advice to those looking to enter it.
CFG: What is your current function and company? And what are your responsibilities?
GB: I’m the VP Sales SMB at cargo.one, which is the leading digital platform for booking and managing air freight capacity. My main responsibility is to lead our SMB (small and medium business) sales team, helping freight forwarders access the best digital tools to quote, book, and manage air cargo shipments more efficiently. I focus on building and scaling a high-performing team, setting our Go To Market strategy, and ensuring we deliver ever-more value to our customers – helping them win more business and operate more smoothly in a rapidly changing industry. I’m also passionate about hiring and developing talent, so I spend a lot of time coaching, listening, and empowering my team to take ownership of their work and bring their best ideas forward.
CFG: What does a normal day look like for you? (Or is there such a thing?)
GB: I’d love to say there’s a “normal” day, but in reality, every day brings something new! My mornings usually start with a strong coffee and a quick catch-up with my team – sometimes virtually, sometimes in person. I spend a good chunk of my day connecting with freight forwarders, understanding their challenges, and showing them how cargo.one can make their lives easier. There’s always a mix of internal meetings, customer calls, and strategy sessions. I make it a point to carve out time to listen to my team’s feedback and ideas; some of our best innovations have come from these conversations. And, of course, I try to squeeze in a walk with my dog – often my best thinking time! The pace is fast, but that’s what keeps it exciting. No two days are ever quite the same, and I wouldn’t have it any other way.
CFG: How long have you been in the air cargo industry, and what brought you to it?
GB: I’m relatively new to the air cargo industry – I joined cargo.one in early 2025. My background is in sales leadership across several tech-driven industries, from SaaS to fintech and HR tech. It was the sheer scale and impact of the industry that drew me to air cargo, combined with the huge opportunity for digital transformation. After my very first conversation with the cargo.one founders, I was hooked. I could see how much potential there is to bring the kind of digital tools and customer-centric thinking I’ve seen succeed elsewhere into an industry that’s only just beginning its digital journey. The people I’ve met so far across the industry are some of the most hard-working, passionate, and inspiring I’ve ever collaborated with. It’s a privilege to be part of this exciting era.
CFG: What do you enjoy most about your job?
GB: Without a doubt, it’s the people. I’ve been blown away by the calibre and dedication of the “Cargonauts” at cargo.one and the whole freight forwarding community. There’s a real sense of camaraderie and shared purpose. I love building and motivating teams, and nothing beats seeing someone on my team grow, take on new challenges, and succeed. I also get a real buzz from helping our freight forwarder customers achieve those “wow moments” when they realise how much easier and faster their work will be with the right digital tools. Having worked in industries that are a bit further along in their digital transformation, I’m passionate about bringing those lessons to air cargo and delivering positive, tangible outcomes for our customers.
CFG: Where do you see the greatest challenges in our industry?
GB: A significant challenge remains the pace of digital adoption. Air cargo is a global, complex industry, but in many ways, it’s still reliant on manual processes and legacy systems. Freight forwarders are under pressure to deliver faster, more transparent, and more reliable services, but they often lack the digital tools that are standard in other sectors. There’s also a talent crunch – attracting and retaining people who are comfortable with both the operational and digital sides of the business. But I see these challenges as huge opportunities. The appetite for change is there, and platforms like cargo.one are making it easier for forwarders to embrace new ways of working. The key is to keep listening to customers, iterating quickly, and making sure the technology genuinely serves real-world forwarding needs.
CFG: What advice would you give to people looking to get into the air cargo industry? Any particular training they should aim for?
GB: My advice would be: jump in with both feet! The air cargo industry is full of opportunity, especially for people who are curious, adaptable, and eager to learn. Don’t be put off if you don’t have a traditional logistics background – skills from other industries, especially around digital tools and customer experience, are increasingly valuable. In terms of training, I’d recommend getting a solid grounding in the basics of air freight, including regulations around dangerous goods (IATA offers excellent courses), and staying up to date with the latest digital platforms and trends. But above all, focus on building relationships and listening – some of the best ideas and career opportunities come from the people you meet along the way.
CFG: If the air cargo industry were a film/book, what would its title be?
GB: Great question! I’d call it “Look at Life: The High-Flying Transformation.” The industry is at a fascinating crossroads – steeped in legacy but on the cusp of a digital revolution. It’s a story of hard work, resilience, and innovation, with a cast of characters who are as inspiring as they are determined. There are challenges, of course, but also huge opportunities for those willing to embrace change and help shape the future. And, just like any good story, there are plenty of plot twists and moments of triumph along the way.
Thank you for your answers, George!
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.
