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About Damien

I help organisations / governments integrate new technologies into the real world — where regulation, governance, public trust and operational reality matter as much as innovation.

Over the last 25+ years, I’ve worked with governments, regulators, and complex organisations to design, commercialise and operate technology-enabled services in highly regulated environments. This has included navigating licensing, safety, compliance, stakeholder alignment and long-term operational impact — often where the technology itself was new, disruptive, or poorly understood.

More recently, I’ve been working directly with AI and data-driven systems, alongside formal postgraduate study in AI and related ethical and governance considerations. My focus is not on building models, but on understanding how AI changes services, decision-making, accountability and risk — and how organisations adapt their operating models accordingly.

What I bring is the combination of deep experience integrating complex technology into regulated systems, and a grounded, practical understanding of AI’s capabilities and limitations. I help leaders think through where AI genuinely adds value, how it should be governed, and how it can be introduced responsibly into existing services.

I’m typically engaged at the early and transitional stages: shaping use-cases, defining operating and governance models, aligning stakeholders, and preparing organisations to move from experimentation to trusted adoption.
  • English

    Native or bilingual

Can work on-site
Camberley (up to 50km)

Experience

  • Societe Internationale De Telecommunications Aeronautiques (SITA)
    VP Commercial
    January 2013 - December 2016 (3 years and 11 months)
    London, United Kingdom
    Responsible for the EMEA Aeronautical Business ($80M annual) leading a team of up to 85 staff in Canada, the UK, Europe, the Middle East and Africa.

    Key successes:
    GTM transformation - From Catalogue Sales to Value-Based XaaS
    •Shifted from legacy catalogue sales to a consultative, layered value proposition (network → XaaS → applications → consultancy).
    • Redesigned the GTM from Product-led to sales-led by introducing new CRM with all new GTM processes; value‑based gates; and training.
    • Led a thorough review of the business profitability by region and by customer using direct and allocated costs resulting in a profitability ‘by customer by region’ baseline to work from in the new value-based model.
    •Created MSA‑style contract vehicles; retrained sales & support to sell and support new services.
    •Outcome: ~15% market‑share increase; margins lifted by ~7%.

    Post‑Acquisition / Merge - Culture Shift
    •As SLT member, addressed cultural clash between SITA’s safety‑critical DNA and a NewCo's consumer‑oriented ethos during an acquisition / integration.
    •Secured board approval to co‑create a new culture (values, behaviours, identity).
    •Re‑aligned GTM messaging, branding, and propositions to the new identity; led changes across all GTM functions.
    •Outcome: Positive customer feedback; improved cohesion and confidence; platform for growth.

    Product Organisation Transformation – Stage‑Gate Implementation
    •Led introduction of Stage‑Gate product development; mapped processes; ran 5‑Whys; validated via external consultancy; applied ADKAR.
    •Defined roles, responsibilities, and stage criteria; re‑aligned engineering, product, and sales around customer‑driven roadmaps.
    •Instituted quarterly customer roadmap forums (created ‘stickiness’) and change control to reduce churn and waste.
    •Outcome: Faster & more responsive product to market.


    Personally secured BU's largest ever deal - $62M Etihad Airways Group contract (one of my own accounts).
    Leadership of regulated, safety-critical services Government & regulator engagement Risk management & compliance Translating policy and regulation into operational services Ethical & responsible technology design
  • SAS Scandinavian Airlines
    Digital Design Consultant
    May 2023 - October 2025 (2 years and 5 months)
    Stockholm, Sweden
    Various roles within SAS Airline centred around accelerating application to market within a legacy IT infrastructure.

    Acting as a typical Product Owner –
    •Designed and led omnichannel personalisation service across Business and Premium Economy classes achieving 16% take-up APP/Web/Indirect, 18% waste reduction.
    •Developed user app-based sustainability tool integrated with airlines Loyalty and Rewards program (4% cost reduction with tangible sustainability benefit).
    •Owned roadmap, conducted user interviews, AB testing, & defined user stories.
    •Developed future personalization strategy around end-to-end digital ecosystem powered by automated tools to subsume the user in the ecosystem from discovery through in-flight and back again on the return segment – using tech
    •Developed beta version of a Child passenger APP to include the children of travelling parents in the experience; including F&B, entertainment and sponsorship opportunities.

    - Expertise spans legacy PSS-era processes (Amadeus Altéa, Navitaire, Travelport, GDS, ATPCO) and the latest digital/API-led retailing models including NDC and emerging Offer & Order capabilities.

    •Airline retailing platform strategy (NDC, Offer & Order, API-led channels, eCommerce)
    •Airline Commercial Systems: PSS, Pricing/RM, Ancillaries, Distribution, DCS, Ops
    •PSS / GDS ecosystems (Amadeus Altéa, Navitaire, Travelport, ATPCO, EMD/Ticketing)

    - Omni channel coherence across digital and fixed working hand in hand with cabin crew
    -End-to-end service behaviour across Offer → Order → Fulfilment, ensuring consistency across digital channels and alignment at point of delivery
    - Expanding both digital services above with OTA’s / TMC’s and NDC-ready channel to deploy personalised channel strategies and implementing new revenue generating partnerships
    - Roadmap for future O&O capabilities in wider digital transformation
    Digital service & platform design Stakeholder alignment (executive, technical, regulatory) Translating emerging technology into deployable services Bias, risk & impact assessment in digital design Translating ethical principles into operating controls
  • Societe Internationale De Telecommunications Aeronautiques (SITA)
    Portfolio Director
    July 2007 - March 2013 (5 years and 8 months)
    London, United Kingdom
    Responsible for the $139M SITA global multi-radio fault-tolerant network integrating VHF & VDL radio, various satellite constellations, cellular and WiMAX via a resilient global terrestrial backhaul network.

    • Responsible for the portfolio P&L, regulatory & compliance
    • Leading a team of approximately 25 staff in Canada, Europe and the Middle East delivering the Product, Services and post-sales technical support
    • Working with Application and Cloud infrastructure teams, I developed new go-to-market strategies based on leveraging application / hosting higher level services with upsell across the network layer (redundancy, SLA, tolerance)
    • Working with Engineering team in Canada, implemented Product StageGate methodology to bring product engineering closer to customer decision making
    • Delivered Iridium Aviation Safety Services through ICAO/FAA certification (world’s first LEO satcom-based safety application)
    • Sponsored real-time aircraft telemetry streaming over satcom (SeaTec Ground FDR)
    • Re-engineered >2,200 VHF sites to software-defined VDL improving resilience and regulatory compliance
    • I designed and led an indirect Channel Expansion ($28M annual) into Business, Government and Military Aviation; building new distribution partnerships from zero to ~11% BU contribution; designing contract vehicles and in-service support structure tailored to partner channel needs
    • At the invitation of the University of Beijing, I was invited to lecture on 'Satcom in Aviation - The Business and Technology'
    • As an industry recognised expert in Aviation Satellite connectivity, I was a member of the MH370 search team in the days after the aircraft went missing
    • Worked with EZY & Airbus to develop network & system infrastructure to maximise potential of eAircraft. Designed Crew, EFB and TurnAround APPs interconnected with the aircraft and ground systems
    Service design under public-interest constraints Portfolio & P&L ownership Leadership of regulated, safety-critical services Government & regulator engagement Bridging product, engineering, customers and executives

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Education

  • CompTIA Security+
    2025
    CompTIA Security+
  • Airbus Executive Leadership Program
    2019
    Airbus Executive Leadership Program

Skill set

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