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“I know it’s only rock n’ roll but I like it, I like it, yes I do.” – Mick Jagger, The Rolling Stones.

Sasha Goodman, Chief Administrative Officer of Rock-it Cargo, got her start in logistics delivering a hat to Sir Elton John for a show, one of the early defining moments of her career that she still looks back on as a catalyst that propelled her career in the industry.

She moved from the UK to the United States in the 1983 while working David Bowie’s “Serious Moonlight” tour. Her career has been spent in a corner of the logistics world requiring the utilization of every skill set that a modern day forwarder has in their toolkit.

“Project logistics, just in time, express, general cargo, expedited and AOG. Am I missing anything,” Goodman muses as she ticks off the list from memory in Los Angeles, the corporate headquarters of Rock-it Cargo. Rock-it Cargo is comprised of seven brands and has thirty-two owned offices in twelve countries and is backed by ATL Partners private equity capital.

Sasha’s involvement as a woman executive in air cargo extends beyond her role as member of Rock-it’s Board of Directors. Internally, she has identified and promoted women into prominent leadership positions company-wide, ensuring a wide and diverse collection of voices and mentors for other women within the organization or for women looking to make logistics their lifelong careers.

She is also on the board of the Airforwarders Association, is a member of their Regulatory Committee tackling the thorny issues of aviation security and hazardous materials and co-chairs the Women’s Networking Event at the group’s annual AirCargo Conference which has grown from a handful of attendees in its first year to one now drawing hundreds and is viewed as the de facto kick-off session of the event.

Like many air cargo executives she has spent the majority of her time these past few months working from home while still going into the office affixed to a crew that is on an alternating schedule with another crew so neither overlaps to prevent potential virus exposure and community spread.

Today, with live events globally on hiatus, she’s utilizing all those skills helping customers new and old. Her portfolio at Rock-it includes many of the operational teams who are pivoting to the commerce and traffic moving around the world now and for the near term.

“Rock-it is the preeminent global company at procuring and arranging charters and with many of our touring customers off the road, we’ve turned our attention to charters full of fresh produce items like blueberries and blackberries and critical PPE shipments to the United States and other parts of the world combatting the COVID-19 pandemic in their countries.”

The quiet has also allowed her time to review, rewrite and train (or re-train) Rock-it’s global workforce.

“There are few opportunities to catch your breath as tours move from northern to southern hemisphere. For a short period of time things quiet down, but like trying to do rolling maintenance on a manufacturing line that’s constantly in use, you make the best repairs when it’s off.”

“We’re reviewing the digital tools we utilize, the products and services we offer and the processes we have in place to help our people and customers succeed.”

As people and commerce ground to a halt around the world, many noticed the environmental impacts in cities and countries – reduced pollution and increased visibility were the most notable. Before the pandemic, Sasha took on the role as Environmental Social Governance (ESG) officer at the company, leading the charge to help their environmentally-conscious customers purchase carbon offsets and promoting a culture of social responsibility that includes giving back and organized charitable events, including a sleep-out to raise money for the homeless that was cancelled because of the pandemic.

“Airlines and steamship lines have both reinforced their commitment to being better environmental stewards even in today’s climate. We remain focused on our plans and commitments as well, knowing the dividends and benefits it will bring both the planet and the company.”

Rock-it’s family of companies handle a diverse number of products and projects for a diverse group of clients. Beyond the live event services they’re most known for, Rock-it also has companies specializing in automobile transport, fine art and antiques and customs brokerage. Those divisions, Goodman says, are seeing an uptick in business the past few months.

“Our customs brokerage division, Rogers Worldwide, is handling clearances of PPE into the United States – a complex process garnering increasing scrutiny from Customs and FDA who are increasingly vigilant of counterfeit and non-effective masks, testing kits and other gear.”

“Dietl (the fine arts division) and Cosdel (the automotive division) are seeing traffic owing to brisque buying and selling within the sectors.”

As she looks ahead to what it looks like for things to open, she likens it to a new artist in his or her infancy as a performer.

“It’s going to start small,” Sasha offers. “Events like art exhibitions lend themselves to social distancing more than stadium shows and major sporting competitions.”

But she’s ready for the challenge.

Gerry’s dnata Expands Offering; Launches Line Maintenance Services in Pakistan

Karachi, Pakistan, 13 January 2022 – Gerry’s dnata, Pakistan’s leading ground services provider, has expanded its offering. The company obtained Maintenance Organization Approval from the Pakistan Civil Aviation Authority to provide aircraft line maintenance services to airline customers, and now offers a one-stop-shop of ground handling, cargo and technical services at the airports of Karachi (KHI), Lahore (LHE) and Islamabad (ISB). 

Gerry’s dnata’s team of professionals can provide full line maintenance support and are trained on customers’ company procedures, providing a seamless service to both passenger and cargo airlines.

The launch customer is flydubai, which Gerry’s dnata already serves at four airports in Pakistan providing a range of ramp and passenger handling services to the airline and its customers.

Syed Haris Raza, Vice President of Gerry’s dnata, said: “As Pakistan’s leading ground handler, we constantly enhance our offering to best meet the needs of our customers. We are confident that our airline partners will welcome the expansion of our portfolio and take advantage of getting quality and safe ground handling and technical services from a single provider. Our team of highly trained, seasoned professionals will deliver world-class quality and safety for our valued customers.”

Mick Hills, Senior Vice President of Engineering and Maintenance at flydubai, said: “We are looking forward to expanding our relationship with Gerry’s dnata to include line maintenance services in Pakistan. Having a single, local provider to oversee our line maintenance, as well as ground handling, will add more efficiencies to our fleet management and ensure a quicker turnaround of our aircraft.”

Gerry’s dnata have the capability to handle the following aircraft types for scheduled, unscheduled and AOG services:

  • Airbus A319/A320/A321 NEO (CFM LEAP-1A)
  • Airbus A318/319/320/321 (CFM56)
  • Airbus A319/320/321 (IAE V2500)
  • Airbus A330 (RR RB 211 Trent 700)
  • Airbus A330 (GE CF6)
  • Boeing B737-600/700/800/900 (CFM56)

Over the past year, Gerry’s dnata has continued to enhance its operations and services to deliver the highest level of quality and safety and help airline customers safely transport passengers and precious cargo to and from Pakistan. It made significant investments in infrastructure, technology and equipment, including the opening of a new, state-of- the-art cargo facility in Lahore which doubled the company’s cargo handling capacity at the airport.

Gerry’s dnata’s quality of service helped it win or retain over 20 contracts with key accounts across its network. The company also achieved prestigious industry certifications, including GDP and IATA’s ISAGO accreditation, which validate its capabilities and place the business in a market leading position.

Gerry’s dnata serves more than 20 airline customers at seven Pakistani airports. The company’s team consists of over 2,500 dedicated aviation professionals who assist more than seven million passengers and handle 150,000 tons of cargo annually.

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Gabor Vasarhelyi
Public Relations, dnata