Staff & Partners

ASG’s staff and partners, collectively and individually, have an unrivalled expertise and track record across all aspects of aviation.  Our project experience enables us to successfully deliver to time and budget contraints; whether for a specialized project (where a client may not have the relevant skillset) or a major commercial review or restructuring program.

ASG is not a consulting practice that advises from “the sidelines”. Instead, we work directly as part of our client’s team, providing hands-on practical input, and undertaking operational and interim managerial roles.

George Reeleder

George Reeleder

George is an aviation expert with 30+ years experience across nearly all of the main functional areas within the airline & transportation industry.  An innovator who time-and-again championed customer service improvements and directed the execution & delivery of new products & services. George is credited for measurable improvements to both brand health and customer satisfaction ratings.   He is someone who can bring ideas to fruition and drive broad organizational change, while maintaining the key focus on profitability and cash generation.  George maintains an unparalleled knowledge of geo-political events, business trends, customer service, branding, operations and marketing in the aviation sector.

Expertise

  • Alliance and strategic partnerships
  • Aircraft scheduling
  • Network planning
  • Cabin systems including connectivity and IFE
  • Aircraft interiors, seats & configurations
  • Industry & competitive analysis and trends
  • Global geo-political analysis and insight
  • Sales distribution
  • Advertising & promotions
  • Frequent flyer programs
  • Airport (hub) management and operations
  • Bankruptcies, restructurings & mergers
  • LCC strategy & development
  • Brand architecture & management
  • Ancillary revenue

Previous Experience

  • Led selections of IFE , connectivity and in-seat power for Air Canada (AC) and other airlines
  • Rejuvenated the shuttle brand at AC and restored brand lustre
  • Steered the commercial group at Varig as it emerged from bankruptcy
  • Transformed and re-energized the AC brand post-bankruptcy (2005); introduced new aircraft livery, updated logo type, and new signage
  • Revamped aircraft interiors at AC with new seats, colours, surfaces, sidewalls & moodlighting
  • Directed the fleet-wide installation of AVOD and in-seat power at every seat
  • Assisted airlines around the world in restructuring and revamping product lines & network scheduling
  • Built a new and efficient schedule for the merged AC/Canadian airlines (2002/03)
  • Co-led AC sales transition towards greater focus on internet sales, including redistribution of advertising budgets to new media
  • Introduced new uniforms for all front line staff
  • Built a stronger long-haul hub in Toronto to combat surging LCC capacity
  • Worked with multiple unions to encourage greater productivity and better customer service
  • Increased ancillary revenues to record levels

Steve Grovestine

Steve Grovestine

With 20+ years marketing experience, Steve has worked on both client- and supplier-side, notably in the areas of market research, advertising & branding, product design & development, internet domain sales & monetization, and website optimization (SEO).  During that time, much of his focus has been directed at the airline industry; having spent 8 years at Air Canada (AC) directing market research, and product design & development departments, and five of those years elected to Chair the Star Alliance Market Research Committee.  Commended for his ability to demonstrate the value/usefulness of research (especially to those not accustomed to its use), Steve is also credited for engaging AC department heads to utilize customer research as part of their regular business planning cycles, and to integrate specific customer ratings as part of branch objectives.

Expertise

  • Airline-specific primary customer research (included customer satisfaction/loyalty, brand health valuation, advertising pre-testing, on-line booking, advertising and message tracking, usage and attitude, competitive monitoring, segmentation with profiling, public policy and crisis management)
  • Airline Alliance customer research; FFP-partner customer research (e.g. banks, credit cards, hotels, car rentals)
  • Customer experience strategy development
  • Website development (niche consumer product e-stores), SEO optimization (for owned sites & client sites)
  • Domain sales, leasing & monitization for owned domain name portfolio (n=2000 domains) mostly related to to home medical equipment and handicap/accessibiity equipment
  • Software product specification (competitive analysis of current & potential new software/systems;  assessment & verification of desired funtionality/feature lists from all stakeholder groups; prioritization & final spec documentation of software capabilities & functionality requirements; preliminary UI development & testing)
  • Quantitative & qualitative research for various clients in the banking & insurance, and consumer goods/packaging sectors (Decima Research)

Previous Experience

  • Managed all aspects of AC’s consumer research program (developed research plans, managed suppliers, supervised a team of research analysts, communicated results and widely promoted the use of research)
  • Engaged department heads to utilize customer research as part of their regular business planning cycles, and to integrate specific customer ratings as part of branch objectives
  • Demonstrated the value/usefulness of research to those not accustomed to its use; and when required, forced key customer issues onto corporate and operational agenda
  • Directed the customer experience strategy development with focus on key touch points:  airport customer handling, airport lounges, concierge service, in-flight entertainment, onboard catering and amenity design, aircraft interiors, and seat programs
  • Used customer segmentation research and revenue modeling to tailor AC product development; and back-end research to demonstrate brand effect, satisfaction changes and ratings shifts vis-à-vis competitors
  • Used predictive modeling and six-sigma process improvement to gain approval for product investments: International business class service ($48M), cabin interiors standardization ($7M) and the lounge self-funding strategy ($14M) (2002-03)
  • Realized untapped revenue by opening up airport lounges to outside marketing and product placement sales opportunities.  Attracted new revenue from major brands: L’Oreal, BMW, Palm, Amex, TSX, and Labatts (2002-03)
  • Developed new commercial sources of revenue (expanded media sales offering, introduced ‘pay-for’ services) (AC, 2002-03)
  • Led the strategic planning group responsible for selecting a new entertainment system for the AC international fleet (2002-03)