Each week, CargoForwarder Global turns its ‘Spotlight On…’ a different area of the air cargo industry, inviting a representative to share their responsibilities and points of view. Air cargo would not be air cargo without the airlines carrying it across the world. There are over 720 airlines in the world today, and a good two-thirds carry cargo either on freighters, or – more commonly – on passenger aircraft. Such as Finnair Cargo, for example, which last year celebrated 100 years since its first cargo flight and today carries shipments in the bellies of its passenger fleet. Anna-Maria Kirchner, Head of Global Sales at Finnair Cargo, takes us through her function, her experiences, and advice for those looking to join the air cargo industry.
CFG: What is your current function and company? And what are your responsibilities?
AK: I am the Head of Global Sales, and I oversee global sales, product, marketing, and sustainability at Finnair Cargo. I lead a large international team covering key markets worldwide, working closely with our local teams and GSA partners. My focus is on driving revenue growth, strengthening our global account management, driving innovation in our products and services, and ensuring that sustainability and customer experience are at the heart of what we do.
CFG: What does a normal day look like for you?
AK: There’s hardly such a thing as a “normal day” in air cargo. My days usually combine internal strategy sessions, close collaboration with my team, and supporting them in the field. I occasionally join one of our Sales Directors in customer meetings to stay close to the market. Travel is also a big part of my role – I spend a lot of time in the air, meeting partners, attending major industry events, and speaking at conferences. A typical day might start with colleagues in Asia, followed by Europe, and end with discussions in the U.S., which keeps the role dynamic, challenging, and very rewarding.
CFG: How long have you been in the air cargo industry, and what brought you to it?
AK: I joined the beautiful world of air cargo and Finnair two years ago, during its 100th anniversary in 2023 – a truly special moment to step into this industry. Before that, I spent 15 years in passenger sales with some of the largest international airlines, living and working in different parts of the world.
What attracted me to air cargo was the chance to combine commercial strategy with a fast-moving, globally connected business. What I quickly discovered – and what I love most – is that this is a people’s business. The air cargo community is like a big family, and being part of it has been both inspiring and rewarding.
CFG: What do you enjoy most about your job?
AK: What I enjoy most is working with people – customers, partners, and especially my fantastic team. I’m fortunate to lead a group of passionate professionals who not only go the extra mile but consistently deliver excellent results. Their dedication and teamwork make a huge difference and inspire me every day.
The collaborative spirit in air cargo is unique, and it truly feels like a global community. I also love the international scope of the job; every market is different, and you constantly learn from working across cultures and geographies. On top of that, being part of Finnair Cargo is exciting in itself – we deliver a high-quality product, supported by our state-of-the-art COOL terminal which was opened in 2018. It’s great fun to be part of this journey and see how well our team delivers for our customers.
CFG: Where do you see the greatest challenges in our industry?
AK: The greatest challenges are balancing sustainability with profitability, adapting to global supply chain disruptions, and embracing digitalization. Customers expect reliability, transparency, and greener solutions, and the industry must accelerate its transformation while continuing to deliver competitive services.
CFG: What advice would you give to people looking to get into the air cargo industry?
AK: My advice would be: be curious, adaptable, and open to learning. Air cargo is not something you learn from books alone – you learn by being part of it. Training in logistics, international business, or aviation can certainly help, but what matters most is the mindset: curiosity, customer focus, and the ability to work across cultures. And most of all – have fun. This is a fast-moving environment where no two days are alike, so it never gets old or boring. In fact, I’d say it’s much more fun than the passenger side!
CFG: If the air cargo industry were a film/book, what would its title be?
AK: “The World in Motion”. It captures how air cargo connects people, businesses, and economies – constantly moving and adapting to whatever comes next.
Thank you very much, Anna-Maria.
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.
