Every week, CargoForwarder Global’s ‘Spotlight On…’ focuses on one particular area of the air cargo industry, to show how varied the careers within it are. Without airlines, there would be no air cargo, and the many different products, materials, medicines, relief goods, equipment, parts, etc. would take far longer to get to destinations around the world. Globalization requires air cargo and therefore, by default, airlines. When, how and why one specific airline contributes to the industry, is this week’s Spotlight guest’s core business. Valerie Heimann (VH), Cargo Communications Executive at Swiss WorldCargo, takes us through her role, responsibilities, and thoughts on the air cargo industry.
CFG: What is your current function and company? And what are your responsibilities?
VH: I currently work as Cargo Communications Executive in the Cargo Marketing, Communication & ESG Team at SWISS WorldCargo. My responsibilities span a broad range of both external and internal communication activities. As far as external communication is concerned, I mainly focus on media relations and content creation, e.g. conducting research and preparing press releases and magazine articles, building and nurturing relationships with logistics media, and supporting Management with media presence. I also drive communication initiatives around new products, partnerships, aircraft, destinations, and other key developments. On the internal communication side, I develop and maintain communication channels and prepare and host Staff Townhalls to keep employees informed. In addition, I work closely with key interfaces at SWISS to ensure alignment on company-wide initiatives and operational updates.
CFG: What does a normal day look like for you? Or is there such as thing?
VH: No two days are ever the same! Some days are dedicated to focused research, monitoring the media landscape, and staying on top of global developments to prepare statements and briefings. Other days involve more immediate tasks, such as sharing a follow-up story on our internal platform about a logistics fair we attended or planning a dry run of an internal session I am getting ready to moderate. When operational news breaks, priorities can shift quickly, bringing everyone together to align on messaging and ensure clear, consistent communication. There are also days that take me beyond my desk, for example when I head to the airport or warehouse for a video shoot featuring a special shipment, such as an adorable dog or a rare sports car, which might later become the focus of a Cargo Blog article, or when the spotlight is on the launch of a new destination and the media activities surrounding it.
CFG: How long have you been in the air cargo industry, and what brought you to it?
VH: I have been working in the air cargo industry for four years, and what really attracted me to this field was the opportunity to combine my existing communication, event and marketing expertise with a fast-paced, dynamic environment where strategic thinking goes hand in hand with practical implementation and creativity. It felt like the perfect opportunity to build on my previous experience while exploring new challenges in an industry that is constantly evolving.
CFG: What do you enjoy most about your job?
VH: The incredible variety of topics I get to explore is what makes my role exciting: One day, I might be looking into cargo demand and market fluctuations across Asia; the next, I could be telling the story of life-saving medicines that must remain temperature-controlled throughout their journey, even during a heatwave. What also really fascinates me is how air cargo is a pretty accurate mirror of global developments and society’s evolving needs: by looking at the types of goods being transported and the demand across different regions, one can gain valuable insights into international trade patterns and the way the world is connected.
CFG: Where do you see the greatest challenges in our industry?
VH: I believe that the increasingly unpredictable global environment will test our industry from time to time. While long-term planning might become more challenging on some occasions, strengthening our resilience, anticipating potential disruptions, and preparing contingency plans will become more important than ever, as our ability to adapt to changing circumstances is essential to ensuring business continuity. Ultimately, our priority remains the same: to serve global trade and meet the transportation needs of businesses around the world to the best of our ability.
CFG: What advice would you give to people looking to get into the air cargo industry?
VH: The best training is the industry itself! Working in such a dynamic environment keeps you constantly learning, thinking on your feet, and adapting to new challenges, all of which are key ingredients for staying engaged and continuing to grow. Also, leading with curiosity and the ability to think quickly are crucial skills to contributing to such a fast-paced setting, while enjoying the work. Training needs vary depending on the role, but I deem leadership and soft skills trainings as particularly important; since air cargo is a people business and cooperation is a constant in our everyday life, success in our field also depends on people’s capabilities to work together across teams and functions.
CFG: If the air cargo industry were a film/book, what would its title be?
VH: ‘Mission Possible: Keeping the world connected.’ Behind every shipment, there is a story, and behind every flight, there is a piece of the global economy in motion. Ultimately every shipment has a purpose at its destination: cure a patient, get an engine running again, fill a wedding venue with fresh flowers. Each shipment plays a role in meeting real-world needs, often in ways we may never fully see. And that is what makes air cargo so meaningful: it enables us to keep the world connected, helping businesses and communities get what they need, making our mission one well within our possibilities.
Thank you, Valerie!
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.
