Women in Aviation - Naomi Raymond

by Naomi Raymond on Mar 07 2019
Hi I’m Naomi Raymond, Global Marketing Director for L3 Commercial Aviation. I’ve been with L3 for two and a half years and started as Head of Marketing for L3 Link UK, progressing to Global Marketing Director for L3 Commercial Aviation in March 2018.

My main responsibilities are to promote and protect our brand and help to raise awareness of our propositions to market. These range from cadet training opportunities, pilot training, flight simulation, on-board avionics including data recorders, navigation products & avoidance systems and security & detection products to safeguard passengers from various potential threat.

As a marketer through and through, I still very much enjoy getting involved in all our marketing campaigns, checking the metrics to ensure a strong return on investment, and supporting at our events, social media activity, digital marketing, lead generation campaigns and much more. I am in a fortunate position that I get to look strategically across our planning, but also get my hands dirty on the day-to-day activity.

As a child, dancing and performing were my passion, and I see marketing as an extension to that. It is very similar in that I always have to perform, deliver to perfection and work as a team to inspire our audience - our customers. I have been in marketing roles since I was 21 in manufacturing, not-for-profit, advertising, technology and now aviation. Marketing disciplines and approaches change and evolve, but the fundamental objective stays the same no matter the company or industry I work in. Our purpose, our values and our services need to deliver compelling outcomes for our customers.

Throughout my entire career across many industries and now in an engineering weighted business, it is fair to say that diversity levels in senior positions may be questionable? I have always focussed on my drive and tenacity to ensure this is not a limiting factor as I continually push myself to fulfil my career ambitions. I do work in a very diverse rich environment both in gender, culture and capability, and I feel very fortunate to be a part of a successful and dynamic team with L3 Commercial Aviation and am very proud to be a key stakeholder in the work we are doing around our purpose and values.

My team are a big factor in my job satisfaction and enjoyment. I am fortunate enough to work with strong, capable and passionate people who have fun and get the job done. Also the growth in the industry and the constant evolving change keeps me on my toes, meaning I never get bored! I have thoroughly enjoyed building my team to support the business through its exponential growth over the past 2 ½ years. I love that our business is disrupting, growing and changing and have thoroughly enjoyed evolving the brand to resonate to our market from “curbside to cockpit”. We have diverse customers ranging from aspiring 16 year old cadets living out their dream of becoming a commercial airline pilot, to engineers, training specialists, Pilots and also the internal communication to our staff across our operations. I get to work with each and every one of those stakeholders continually which empowers me to come to work every day and aspire to be the best I can possibly be.

Our mission is to create safer skies, and without it sounding too cheesy, it is the one line that helps me to keep doing what I do every day. Collectively we keep people safer in the skies and that includes my family, my friends, colleagues and loved ones, and our noble mission which we all stand by helps to guide and support our company culture too. This has been the most rewarding ‘job’ I have ever had. The industry is infectious and the excitement around learning from our training and data is the future that I am looking forward to being a part of. I’m really looking forward to speaking at our Women in Aviation event and hopefully inspiring the pilots of our future.

One piece of advice I would give to other women who want to join the aviation industry, is make it happen and don’t be afraid to make mistakes. From hearing from our cadets, talking to our commercial customers, or working with other fellow female leaders across our 4,000 strong organization, our gender makes no difference. I feel proud when I get on a plane for work or pleasure when I hear a female voice from the cockpit, and the same applies when working with female engineers or other colleagues.

This industry and our mission has given me the passion and motivation to grow and continues to excite me every day. I look forward to continuing my career as a woman in aviation for many years to come.