Bonza begins search for new commercial chief

Key member of the up-and-coming carrier's start-up crew, Carly Povey, seeks out new horizons. Janie Medbury writes.

BONZA has kicked off the recruitment process for a new marketing expert to lead its commercial team, after Carley Povey announced her surprise departure to pursue a new challenge outside of the aviation industry. The decision comes after two years of leading the low-cost carrier’s brand strategy as its Chief Commercial Officer, which saw her play a major part in bringing its distinctive brand to life.

Under Povey’s direction, Bonza’s commercial team have brought a fresh approach to aviation with the world’s first app-based airline, introducing gender neutral uniforms and an all Aussie menu served on-demand, as well as the newly launched holiday package offshoot, Bonza Holidays.

The commercial chief also helped build an army of followers, with over half a million Aussie travellers booking flights through the Fly Bonza app, and around 1.27 million individual downloads. She has also been a strong advocate for supporting local suppliers, resulting in 41 local producers partnering to feature onboard flights.

“Carly has played a fundamental role in setting Bonza up for long-term success…through [her] leadership, we have defied the odds to make aviation history on many levels,” BONZA CEO Tim Jordan commented.

“Amongst Carly’s strengths are her ability to think strategically, apply critical thinking, bring her team along for the journey and build lifelong relationships with partners. She does all of this with a huge dose of energy and humour. We wish her all the success in the world and thank her deeply for her commitment to Bonza,” he added.

No stranger to airline start-ups, Povey was part of the team to get off the ground in the UK prior to coming onboard at Bonza. She also worked at Jetstar for more than five years to enhance its commercial and operations strategy.

“Whilst this was not an easy decision, I leave behind a very capable team and an airline that has firmly solidified its place in the market and can now focus on continuing to learn and deliver the basics very well, earning the right to grow,” the Melbourne-based marketing expert said, adding that she now plans to “move outside of my comfort zone and pursue new learning and development opportunities”.

Povey’s final day at Bonza will be 07 December, with the independent carrier saying it will now focus on finding a “next generation” CCO as it moves from its initial start-up phase.

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