#United States #Atlanta #Delta Air Lines #Executive Changes #Wheels Up

Wheels Up Restructures Leadership to Enhance Strategy and Growth Potential

Wheels Up Experience Inc. has taken a significant step towards refining its business strategy with the announcement of key executive leadership appointments. The changes come as part of the company's initiative to better align its operational efforts in the fast-paced private aviation market, which continues to evolve with the changing needs of its clientele.

New Executive Roles to Strengthen Focus on Customer Needs

As stated by George Mattson, the Chief Executive Officer of Wheels Up, these leadership changes are a logical progression in the company’s transformation journey. The primary goal is to enhance the customer-centric strategy, focusing on the integration of various service offerings to ensure seamless access to a broad suite of private aviation solutions. This is particularly important as Wheels Up strengthens its strategic partnership with Delta Air Lines, which has been a pivotal aspect of its service expansion and market presence.

Overview of Leadership Changes

The following leadership appointments were announced, effective immediately:

• - Mark Briffa has transitioned from his role as CEO of Air Partner and EVP, Charter, to Chief Sales Officer. In this position, he will oversee all global sales across both the Membership and Charter services of Wheels Up, streamlining efforts under a unified leadership structure.

• - Meaghan Wells, previously EVP of Enterprise Planning and Strategy, steps into a newly created role as Chief Growth Officer. This role will consolidate crucial growth-related functions and will have her leading a newly formed commercial strategy group. This group is designed to integrate revenue management, product strategy, and competitive analysis, promoting data-driven decision-making to enhance customer offerings. She will also retain her responsibilities for fleet and corporate strategy, partnerships, and enterprise planning.

• - Kristen Lauria, who has been functioning as Chief Marketing Officer, is set to expand her responsibilities to include the customer experience. This role aims to drive deeper integration across branding, communications, and customer engagement, which will be crucial as the company enacts its fleet modernization plan.

Moreover, Dave Harvey, the current Chief Commercial Officer, will be taking on a senior advisory role until August 2025 to ensure an effective transition and to provide expert guidance during this significant restructuring phase. Mattson has expressed gratitude to Harvey for his contributions during a critical transformation period for the company.

A Commitment to Evolving Services

Wheels Up has carved out a niche as a top player in the on-demand private aviation market within the United States. With a diverse fleet and a global network of safety-vetted charter operators, the company is dedicated to ensuring customer safety and delivering high-quality service. Customers can access various charter and membership programs along with commercial travel benefits, courtesy of the strategic alliance with Delta Air Lines. The company also offers a comprehensive suite of services, including freight, safety, and managed services, catering to various clients including individuals and governmental organizations.

The integration of technology through the Wheels Up mobile app and website allows members to effortlessly search, book, and manage their flights, a feature that is increasingly relevant as consumer preferences shift toward digital-first interactions.

By evolving its leadership team, Wheels Up is not just aiming for short-term gains but is setting the stage for sustainable growth in the coming years. The realignment is a clear indicator of where the industry is headed and how vital it is for aviation companies to adapt and innovate to meet the demands of their market. As the company looks towards the future, its commitment to enhancing customer experience and expanding service offerings remains at the forefront of its operational strategy.