As a Retail Specialist and having worked for Altura for over three years, Monica plays an important role in turning strategy into action. Here, she talks about her role, her approach to the craft and what she enjoys most about being part of the Altura team.
About Monica
How did you get into the aviation industry?
Honestly, a bit by luck. A recruiter reached out to me and saw potential in my profile despite my coming from a different background. I took the opportunity, embraced the challenge, and quickly discovered how dynamic and exciting the aviation industry is.
What does a Retail Specialist do, in your own words?
A Retail Specialist helps create the onboard commercial strategy, from selecting products and developing menus to analysing sales performance, optimising pricing and working closely with suppliers to improve the passenger experience and business results.
What does a typical week look like for you?
No two weeks are ever the same. My days usually involve supplier meetings, product and trend research, sales analysis, menu planning, commercial strategy discussions, and a lot of cross-functional collaboration across different markets and teams
The craft
What trends have influenced the latest range change?
There is a strong shift towards clear and simple value propositions. Customers prioritise practical options, while still looking for differentiation through perceived quality, brand or experience. Products linked to defined consumption moments, such as coffee breaks, indulgence or on-the-go snacks, are also gaining relevance.
What changes in customer behaviour are influencing your decisions this season?
Customers are making increasingly rational purchasing decisions, especially in price-sensitive markets. They look to maximise value, driving higher conversion in structured offers such as combos and in well-known products that build trust.
How do you balance current trends with long-term demand?
We work with a strong core assortment that ensures rotation and volume, complemented by new launches or limited editions that allow us to test trends without compromising overall performance.
What type of feedback has recently influenced your range decisions?
Sales analysis (SPH, conversion and category mix), combined with direct feedback from operations, is key to making fast portfolio adjustments and prioritising high-rotation products.
Working at Altura
A project that’s stuck with you?
The launch of JetSMART Colombia. It was incredibly exciting to work closely with teams and departments I don’t usually collaborate with day to day. Being part of building and launching a new account from the ground up was a very rewarding experience.
What’s the best part about working at Altura?
Definitely the people. I love getting to know colleagues and partners from different cultures, working together as a team and learning from different perspectives. Altura is also a very dynamic company that is always open to new ideas and new ways of doing things.
One of the things I value most is how approachable everyone is — communication flows easily across teams, and there is a genuinely positive and collaborative working environment. I also really value the opportunity to travel and be part of such a fast-paced, evolving industry.
Off the clock
What are you into outside of work?
Right now, I’m very family-focused. I have a six-month-old baby and a five-year-old daughter, so I do my best to balance work while still being a present and engaged mum for my children.
One piece of advice for someone starting out in aviation?
Don’t be afraid to jump in. Aviation is a fast-moving and challenging industry, but it’s also incredibly rewarding, full of opportunities and a great place to grow both personally and professionally.
