Krister Genmark, regional manager, Web Manuals

How did your career in aviation begin? My love for aviation is rooted in my childhood. As I lived just a few miles from an air force base and later on, from the international airport in Stockholm, it feels as if my life has always been accompanied by the sights and sounds of aircraft. Prior to joining Web Manuals as regional manager, I successfully developed and managed training, safety and quality systems for different companies in the aviation sector, including Nordic Aero and Aviation Port Services. I also spent time serving in the UN peacekeeping operation in the Democratic Republic of Congo and Uganda where I directed air cargo operations at Kindu Sirport and Entebbe airport. In 2016, I joined Web Manuals as the regional manager for the Americas, based out in San Diego, California.

What roles have you particularly enjoyed? I enjoy a challenge, in particular when breaking new ground. More specifically, I enjoy working as part of a team, where I have the opportunity to lead by setting the goals and motivating my coworkers. So far all the roles I’ve had in my professional career have encompassed this element of team leadership in one way or another, which makes it difficult to pick one role over the other. I can say, however, that I’m extremely happy in my current role.

Web Manuals

What is Web Manuals? Web Manuals provides digital document management solutions for the aviation industry, digitising manuals to simplify the authoring, distribution, publication and revision processes. We have made what was once a laborious and time-consuming task simple and efficient. In short, by using Web Manuals our customers save time and money in the editing, publishing, and distributing of their operational manuals. They are able to publish new revisions as often as needed and gain full control of their documentation and communication systems. Our product allows even the smallest operator to prioritise safety while saving thousands of hours of work per year. We have offices in Malmö, Sweden and San Diego, California and have more than 90 customers in Europe, the Americas, Africa, and the Middle East.

What does your job entail? I oversee the day-to-day operation of Web Manuals in the United States, which includes sales, support, training and managing relationships with our partner companies. No day is the same – from local bank meetings and online demos in the office to trade shows across the country, I am constantly working to get the Web Manuals name out there amongst the many operators in the US. With 5,500 miles and a 9h time difference separating us from the head office, the intercontinental relations certainly creates its own unique set of challenges. Clear communication and a well-oiled management system makes for a streamlined international operation.

What are the main challenges in your industry? From new operational procedures to intensified maintenance and safety requirements, the industry is constantly and quickly changing. This means that to best meet the needs of all our clients, we have to be one step ahead, constantly pushing the boundaries of technology. The aviation industry is traditionally conservative when it comes to new technology and for many it can be daunting to adopt a new system. We have, however, ensured that the process is not at all disruptive during implementation. Once all documents have been transferred into our application we run full training for everyone and only push “go” when the customer is completely ready.

What next for the company? We are expanding globally at an exponential rate, but have a particular focus on growing our presence in the US. In the last 12 months we have grown our US customer base by 40% and conversations with current and potential customers continue demonstrate the rising awareness of managing aviation manuals as a pain point in their businesses and digitisation as the best solution.

Where do you see yourself ten years from now? I see myself in a position where I can continue moving forward, leading with passion and constantly improving myself and the team. I also want to be an integral part of making aviation better, safer and more secure. While doing this, I hope to never be too far away from an airport, where I still find my inspiration every time an aircraft takes flight.

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