Every week, CargoForwarder Global’s ‘Spotlight On…’ looks at a single individual and segment of the air cargo industry to showcase the multitude of careers it offers. General Sales and Service Agents (GSSA) play an important role for airlines looking to expand to locations where they may not have their own local office. GSSA act as a strategic partner between airlines and the market. They provide essential support, marketing and selling an airline’s cargo capacity, combining efficiency and local expertise to generate growth for their customers. Tiffany Tam, AVP Commercial and Head of Marketing at TAM Group, takes us through her everyday responsibilities and shares views and advice on the air cargo industry.
CFG: What is your current function and company? And what are your responsibilities?
TT: I am the AVP Commercial at TAM Group, a global GSSA for both cargo and passenger, headquartered in Hong Kong. I get to wear another hat as Head of Marketing, steering our brand on a global level. I oversee marketing campaigns that showcase our TAM personality, while rallying support for business partners and airline clients. My days mix strategy with creativity, one moment workshopping the perfect campaign tagline, the next refining client touchpoints to ensure we deliver seamless experience as smooth as the cargo flow!
CFG: What does a normal day look like for you?
TT: A ‘normal’ day? It is a bit of a myth in marketing – Every day brings something new! Nevertheless, my mornings usually kick off with a coffee and a scroll through my morning newsfeed – LinkedIn and other industry updates, followed by team syncs and a parade of meetings, from finalizing trade event menus (yes, we debate dessert options!) to calibrating the perfect pantones. Through it all, my matcha latte is my sidekick, it’s my little productivity ritual!
CFG: How long have you been in the air cargo industry, and what brought you to it?
TT: I’ve clocked in over a decade in aviation, starting in passenger before expanding into the world of cargo. My path wound through airport ops, sales, and now marketing, giving me a birds-eye view of what makes this industry tick. When COVID grounded half the world, I led TAM’s rebranding and dove deeper into cargo – a move that showed me just how essential and resilient the industry is. Nothing beats learning firsthand at trade events, chatting with airline partners and global shippers, and realizing how every shipment tells a story.
CFG: What do you enjoy most about your job?
TT: What I love most is transforming scattershot ideas into campaigns that truly land! There’s no one-size-fits-all. Tailoring creative solutions to different markets and clients, then seeing your campaign “take off” in another continent never gets old. The best ideas sometimes arrive just like urgent cargo: last minute, but exactly what’s needed!
CFG: Where do you see the greatest challenges in our industry?
TT: People – always the industry’s wildcard! As much as AI and technology speed up supply chains, air cargo runs on grit and know-how, especially when a shipment goes awry or a global crisis scrambles flight schedules overnight. Younger talent might prefer screen time over airport sprints, but sky’s the limit when we could hit that sweet spot by blending their tech fluency with the hands-on problem-solving that keeps cargo moving. After all, no bot can replace a handshake that seals a deal!
CFG: What advice would you give to people looking to enter into the air cargo industry? Any particular training they should aim for?
TT: Air cargo is a fascinating mix of logistics, commerce, and people skills. My advice: stay curious and agile! The landscape is always shifting – new regulations, new technologies, new trade lanes… Some background in logistics or supply chain management helps, but adaptability and a willingness to learn will take you far. At the end of the day, soft skills open doors – air cargo is all about connecting people and possibilities!
CFG: If the air cargo industry were a film/book, what would its title be?
TT: “While The World Sleeps…”, because while most are dreaming, we are making global trade possible one pallet at a time!
Thank you, Tiffany!
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.
