OFFICERS:
President: Dominic Green, United Airlines
Vice President: Samson Arega Bekele, Ethiopian Airlines
President Emeritus: Mustafa Mucahitoglu, Turkish Airlines
DIRECTORS:
Aircraft Manufacturer
Ingo Wuggetzer, Airbus
Airline
Rossen Dimitrov, Saudia
Content Service Provider
Estibaliz Asiain, Anuvu (as APEX Officer – Secretary)
Dimitrios Tsirangelos, Spafax (as APEX Director)
Adlee Williams, Stellar Entertainment (as APEX Director)
Major In-Flight Connectivity Provider
Don Buchman, Viasat
Mike DeMarco, SES
Nick Seitz, SpaceX Starlink
Major In-Flight Entertainment Screen Manufacturer
Ben Asmar, Safran
Andy Masson, Panasonic
Kurt Weidemeyer, Thales
Studio Content Provider
Esdra Lamy, Warner Bros. Discovery
PRESIDENT CANDIDATE – Dominic Green
Dominic Green
United Airlines
Director – Inflight Entertainment
VICE PRESIDENT CANDIDATE – Samson Arega Bekele
Samson Arega Bekele
Ethiopian Airlines
Group Vice President Customer Experience,
PRESIDENT EMERITUS CANDIDATE – Mustafa Mucahitoglu
Mustafa Mucahitoglu
Turkish Airlines
Vice President, Customer Experience
DIRECTOR CANDIDATE – AIRCRAFT MANUFACTURER
Ingo Wuggetzer
Airbus
Vice President Cabin Marketing
Reason for running for the Board of Directors:
I am passionate working in the aviation industry for 30+ years. Always being convinced about a consumer centric approach to understand passenger and airline needs and drive product and service innovations based on those requirements. Developing future scenarios is not only about inspiration but also helping to guide the industry shaping the passenger experience on board of aircrafts mid to long term.
Today we are facing major trends on ground and technology breakthroughs that will massively influence the current experience on board – digitalization is a revolution that is just starting onboard and the need for sustainable solutions in the cabin is a big challenge for all stakeholders.
I would like to be part of the APEX board of directors to drive innovation and give the right strategic directions, to ensure that the next generation of travelers will also love to fly into the future. Give directions for a digital transition achieving a much more personalized travel experience for passengers and explore opportunities for airlines to generate revenues, improve operations and drive passenger loyalty. I´d like to support sustainability innovations and establish frameworks that should help airlines to make their efforts visible and help passengers to understand and value the offered solutions and services in an easy/intuitive way.
Therefore, the APEX association needs to develop a clear strategy for the future, how to address and support the members best to scope with those challenges but also provide awareness, guidance as well as inspiration for the passengers, as a basis for future success.
Airline passenger experience industry experience:
2 years of top management consultancy in aviation industry
10 years with Lufthansa in corporate strategy and as Head of onboard experience & innovation
Nearly 20 years with Airbus Cabin R&T, Design, Program, Engineering and currently Cabin Marketing
Leadership experience:
Currently:
Vice President Cabin Marketing Airbus
Member of the judging panel of the Cabin Crystal Award (founding member + pre-selection committee + voting member of the CCA association)
Current or previous experience on APEX committees and/or APEX Board:
Serving on the APEX Board of Directors
Leading the Marketing committee and being part of the strategy team
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DIRECTOR CANDIDATE – AIRLINE
Rossen Dimitrov
Saudia
Chief Guest Experience Officer
Reason for running for the Board of Directors:
My story began flying as Cabin Crew in Canada and soon after became accredited with an FAA Commercial Business Jet Pilot license, flying as a pilot and then rising in the ranks to lead all arenas of Customer Experience design and operational delivery for some of the world’s leading airlines in the Middle East, Europe, Canada and Africa. I’ve lived and breathed airlines since I can remember; it’s part of my DNA.
For more than two decades, airlines for which I have been accountable for leading the customer experience have undergone remarkable change, announcing record profits, earning the coveted title of Airline of the Year, being awarded World’s Best Business Class, launching industry-first programmes and of course, being recognised as APEX World Class and achieving a Five-star Global Airline Rating.
Most recently, embarking on the Saudi 2030 vision, driving an ambitious transformation of the Saudia Customer Experience functions to become one of the world’s leading guest experiences over the next few years. Already, Saudia has been the spotlight of global attention as the airline has earned World’s Most Improved Airline, Best Airline Staff in the Middle East, climbed 17 spots in the Skytrax rankings, and has been recognised as APEX World Class 2025.
Saudia, is at the heart of an unstoppable shift in Saudi Arabia’s goal of becoming a global tourism destination, and our commitment to sustainable growth, digitally enabled experiences, continuous improvement, and relentless pursuit of excellence is ingrained in everything we do. This passion for transformation is what I promise to bring to the APEX board.
Over the years, I have been lucky enough to work with many APEX member airlines, alliances, airports, and suppliers across the full spectrum of the airline guest experience. Creating bespoke aircraft, lounge, and airport interiors, developing future-proof technology-enabled experiences, and designing new service concepts that are the foundation of the airline’s guest experience. Challenging, innovating, and creating new experiences with partners that anticipate the needs of every guest. This focus on building collaborative partnerships that tackle widespread industry challenges together will be central to my role on the APEX board.
Now, I find myself in a position where I can bring my lifelong aviation experience, network across the industry, and unique understanding of the modern traveller to help steer the future of APEX, driving sustainable passenger experience innovation across the wider industry. It would be an honour to join the APEX Board of Directors and serve the industry to which I’ve dedicated my entire career, advocating for advancement in passenger experience innovation.
Airline passenger experience industry experience:
o Chief Guest Experience Officer & Advisor to Director General- Saudia (2023 – Current)
o Board Member – Canada Jetlines (2023 – 2024)
o Advisor to the Chief Executive Officer – RwandAir (2020 – 2023)
o Chief Officer Customer Experience – Qatar Airways (2021-2023)
o Advisor to Group Chief Executive – Qatar Airways (2020-2021)
o Chief Operating Officer – Air Italy (2018-2020)
o Chief Guest Experience Officer – WestJet (2017-2018)
o SVP Customer Experience – Qatar Airways (2012-2017)
o Director Infight Services – WestJet (2011-2012)
o Previously, COO of an airline startup, as well as various positions at Etihad Airways.
Leadership experience:
I have held various senior executive and advisory roles in Canada and around the world, including Board Member, Chief Operating Officer, Chief Guest Experience Officer, Advisor to Group Chief Executive Officers, and Chief Officer Customer Experience (Saudia, Qatar Airways, WestJet, RwandAir, Etihad Airways, Air Italy, and more).
More importantly, much of my leadership experience comes from quickly navigating complex and volatile airline crossroads throughout my career – redefining operations to account for geopolitical conflict, preparing airlines for major equity investments, leading largescale end-to-end transformation programmes, redefining experiences during the pandemic to keep people safe, and then rebuilding the airline operation after the pandemic. Leadership emerges when the industry faces its toughest challenges; here’s where my experience can support the future of APEX.
Current or previous experience on APEX committees and/or APEX Board:
I have always been a strong believer in the APEX, IFSA, and FTE mission in accelerating the industry and being at the forefront of enhancing the passenger experience.
Back in 2014, I was an ambassador for FTE Asia Expos and was awarded number #3 on the Future Travel Experience Airline Passenger Experience Global Power List, and I have continued to participate in various symposiums and events since then over the years.
Now, more than ever, I’m excited to take on a more active role driving the goals of APEX together with my industry colleagues and partners.
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OFFICER CANDIDATE for SECRETARY – CONTENT SERVICE PROVIDER
Estibaliz Asiain
Anuvu
Executive Vice President, Media & Content
Reason for running for the Board of Directors:
I believe our industry stands at a defining moment where technology and data create the opportunity to deliver a more targeted and objective passenger experience. Content and connectivity now merge as airlines strive to build seamless digital journeys. Working for a market leader that has long envisioned connected entertainment as the future of our industry, I bring over 25 years of experience in in-flight entertainment combined with a forward-looking, strategic mindset. My career has built strong relationships with most APEX members and a clear passion for driving change. I have served on the APEX Board for the past two years, and I believe APEX must lead with thought leadership, innovation, and clear best-practice direction. My confident, passionate, and decisive approach reflects the accountability our association deserves.
I have helped drive measurable progress such as the revitalization of APEX EXPO, holding the association to higher performance standards and focusing collective energy on results. I continue to challenge APEX to strengthen its impact, deliver measurable member value, and align our collective efforts toward advancing technology, content, and connectivity across our industry.
1. Drive APEX toward results-focused programs that create measurable member impact.
2. Ensure every APEX initiative delivers tangible benefits across airlines, CSPs, and technology partners.
3. Lead with accountability, transparency, and outcomes that matter for the passenger experience.
Airline passenger experience industry experience:
I have worked in the in-flight entertainment industry for more than 25 years, and my passion for the field began long before that thanks to my father, an industry veteran. I began my career with my family’s boutique CSP, Transvision On Board Entertainment, then advanced through IFE Services before joining Anuvu, the global leader in IFE services and a major player in connectivity. Over the years, I have worked across sales, account management, and customer success, and for the past four years, I have led the full P&L for Media and Content. My team manages content services for about 70 airlines worldwide, many recognized for excellence in IFE. Working with carriers of every model from low-cost to five-star has given me a comprehensive global perspective and a nuanced understanding of their unique needs.
I now focus on translating that knowledge into strategic guidance that helps airlines and suppliers innovate profitably, elevate quality, and deliver meaningful passenger engagement through APEX initiatives.
1. Bridge technology, content, and passenger experience to strengthen airline brand value.
2. Use data and insights to connect innovation directly with passenger satisfaction.
3. Promote collaboration between airlines and partners to accelerate connected entertainment.
Leadership experience:
I have led teams for over 20 years and currently manage a global group of 380 employees, including eleven direct reports. I also serve on the board of the Parents Association at my children’s school, volunteer actively with Caritas to combat poverty and discrimination, and mentor female graduates from my alma mater, the University of Wales. I champion women in leadership and believe that strong, inclusive teams drive sustainable growth.
Through APEX, I aim to extend that leadership approach to inspire collaboration, empower working groups, and ensure projects progress with both pace and precision. My focus remains on delivering clarity, alignment, and real outcomes for members.
Current or previous experience on APEX committees and/or APEX Board:
I have proudly served on the APEX Board for the past two years and previously contributed to the APEX Educational Committee for about a year. As APEX Secretary, I plan to continue strengthening APEX’s position as the global leader in passenger experience innovation through measurable progress and stronger collaboration.
1. Maintain transparency, measurable success, and continuous improvement across every APEX program.
2. Advance APEX as a data-informed organization that sets the standard for our industry.
3. Build stronger bridges between suppliers and airlines through shared initiatives and outcomes.
DIRECTOR CANDIDATE – CONTENT SERVICE PROVIDER
Dimitrios Tsirangelos
Spafax
VP Business Development IFE Tech & Innovation
Reason for running for the Board of Directors:
Over the past 25 years in the aviation industry—and two decades specifically in inflight entertainment and connectivity (IFEC)—I’ve learned that while technology can enable better experiences, it is people, engagement, and purpose that truly elevate passenger loyalty. As Vice President of Business Development – IFE Technology & Innovation at Spafax, I work with more than 30 airlines across five continents to translate emerging technologies into measurable business and passenger value. My role spans strategy, innovation, and execution—helping clients build connected experiences that drive loyalty, ancillary revenue, and satisfaction.
I am running for the APEX Board of Directors to help our industry accelerate three strategic imperatives:
- Digital media maturity – guiding members from static content platforms to intelligent, data-driven storefronts that offer personalization, dynamic pricing, and curated product ecosystems.
- Standards that scale – advancing cross-industry frameworks (e.g. metadata, security, streaming and asset packaging) that enable seamless integration and consistent passenger experience across fleets and platforms.
- Inclusive innovation – elevating the voices of regional airlines and SME suppliers whose ideas often outpace their resources, ensuring the APEX ecosystem supports agility and access for all.
I actively contribute to the APEX Technology Committee and Ad-Delivery Working Group and regularly participate in industry panels and working groups to help shape future-ready standards for personalization, sustainability, and monetization. Based in Europe and fluent in English, German, and Greek, I bridge regional perspectives with a global mindset and bring deep operational understanding of both airline needs and supplier constraints.
Spafax fully supports my candidacy, including the time and travel commitment required. I am prepared to dedicate more than five hours per month to Board responsibilities. My goal is to turn industry-wide insights into practical, actionable solutions that benefit the full APEX membership—airlines, suppliers, and most importantly, passengers.
Airline passenger experience industry experience:
With over 25 years in the aviation industry, my career has been dedicated to advancing the airline passenger experience by integrating technology, content, and innovation across multiple disciplines.
My journey began with hands-on involvement in cabin electronics standardisation, IFEC system development, and seat integration protocols, followed by work on aircraft surveillance systems and MRO standardisation at IAMA. This foundation in systems engineering and regulatory compliance continues to inform my approach to scalable, passenger-centric innovation.
In the inflight media space, I led the creation of a disruptive product portfolio at FVS Entertainment, launching over 15 new content and service offerings that pushed the boundaries of onboard engagement. Today, as Vice President, Business Development – IFE Technology & Innovation at Spafax, I lead global innovation programs for more than 20 airlines.
Among our most transformative projects is the Connected Content Stream for the Lufthansa Group—a hybrid solution integrating lounge streaming, live sports tickers, and data-driven & personalised media distribution, all optimised for low bandwidth and high impact. My focus is on building AI-powered curation engines, OTT-ready delivery frameworks, and monetisation strategies that raise NPS, engagement, and ancillary revenue.
I work closely with studios, middleware providers, and data teams to ensure every passenger interaction feels intentional and brand-aligned. At the same time, I actively contribute to APEX committees, helping shape standards in content security, metadata, and edge caching.
Fluent in English, German, and Greek, and experienced across EMEA, the Americas, and APAC, I bring a global, culturally attuned perspective to every program I lead.
For me, passenger experience is not a feature—it is the backbone of airline loyalty and differentiation. My mission is to deliver seamless, scalable, and personalised digital journeys that truly elevate how people fly.
Leadership experience:
As Vice President, Business Development – IFE Technology & Innovation at Spafax, I lead a global business responsible for content, technology, and data innovation across all spafax airline clients. I collaborate with cross-functional teams in multiple regions and lead the innovation framework. My leadership style is both strategic and hands-on—I drive product development, client engagement, and partner ecosystems while fostering a culture of innovation and execution.
Prior to Spafax, I held senior roles at FVS Entertainment, where I led the creation and rollout of 15+ innovative content products. At ARINC, I worked on global IFEC standardisation efforts and seat integration protocols. At IAMA, I contributed to MRO standardisation frameworks for aircraft modifiers, engaging with OEMs and airlines on long-term fleet optimisation.
Beyond commercial leadership, I founded the Innovation Framework at Spafax, a cross-disciplinary process focused on advancing internal R&D and accelerating delivery through agile product development. Beyond internal leadership, I have contributed to industry-level transformation efforts through my roles at ARINC, IAMA, and as Technical Affairs Director for SeaTec.Whether leading lean manufacturing for premium seating programs, managing EN9100 audits, or speaking on AI and personalization at APEX panels, I bring a strategic, systems-thinking approach to leadership—focusing on results, partnership, and long-term value creation.
Current or previous experience on APEX committees and/or APEX Board:
I serve actively on APEX working groups, including the Technology Committee and Ad-Delivery Working Group, and have moderated key supplier–airline dialogues at APEX TECH and EXPO. I’m also a regular speaker and advisor on topics such as sustainable streaming, AI-powered curation, and data-driven retail.
DIRECTOR CANDIDATE – CONTENT SERVICE PROVIDER
Adlee Williams
Stellar Entertainment
VP Content Partnerships
Reason for running for the Board of Directors:
Adlee Williams brings a unique perspective that would significantly contribute to the diversity of thought and representation on the APEX Board. Her inclusion would help the board better reflect the diverse community we serve, enriching our discussions and decisions with her invaluable insights and experiences. Passionate about APEX, Adlee is eager to help shape its future not only by modernzing and revitalizing the overall experience, but also by helping to restore attendee numbers to the heights once seen during the WAEA era. A widely recognised and respected figure within the APEX community, with an exceptional ability to bring people together, Adlee has all the attributes to be a welcome and successful addition to the APEX board.
Airline passenger experience industry experience:
Adlee has been a respected member of APEX for the past 23 years in the CSP and Lab industries. She has been an employee at Stellar for over 16 years, where she leads relationships with Hollywood Studios, and prior to this she worked at the CSP Interact and the Lab Cinemagnetics.
Leadership experience:
Adlee is part of Stellar’s steering committee in her role as VP of Content Partnerships, where she liaises with her peers at the Hollywood Studios. Outside of Stellar, Adlee is on the board of Giant Steps, an organisation that assists disabled adults in job placement, and living and care facilities.
Current or previous experience on APEX committees and/or APEX Board:
Adlee has been involved in the APEX Content Market Committee in various capacities over the last 10 years.
DIRECTOR CANDIDATE – MAJOR IN-FLIGHT CONNECTIVITY PROVIDER
Don Buchman
Viasat
SVP & GM, Global Commercial Aviation
Reason for running for the Board of Directors:
As Vice President and General Manager of Viasat’s Commercial Aviation business, I’ve spent over two decades working to transform passenger experience through connectivity. I’m running for the APEX Board of Directors to help shape the future of our industry, advocate for innovation, and ensure that passenger experience remains at the forefront of aviation strategy. A decade ago, Viasat set a new standard by introducing the “home experience in the skies,” delivering high-speed, reliable in-flight internet that changed what passengers expect from connectivity, especially in terms of entertainment. I want to continue pushing those boundaries through APEX’s collaborative platform. I believe APEX plays a critical role in driving collaboration and excellence, and I’m eager to contribute my experience and vision to that mission.
Airline passenger experience industry experience:
I’ve led Viasat’s Commercial Aviation business since its inception, overseeing the development and deployment of high-speed in-flight connectivity systems that have redefined what passengers expect from Wi-Fi in the sky. From launching our business aviation service in 2002 to scaling global commercial airline partnerships, I’ve been deeply involved in every facet of the passenger experience — from technology to implementation to customer satisfaction.
Leadership experience:
In my 26+ years at Viasat, I’ve held multiple leadership roles, including Vice President of Commercial Mobility. I’ve led cross-functional teams, driven strategic initiatives, and helped grow Viasat into a global leader in aviation connectivity. While I haven’t served on other corporate boards, I’ve worked closely with industry groups and partners to align on standards, strategy, and innovation.
Current or previous experience on APEX committees and/or APEX Board:
I’ve been a long-time contributor to APEX through frequent speaking engagements, panels, and forums at APEX Tech and APEX EXPO, where I’ve shared insights on connectivity, innovation, and the evolving passenger experience. These opportunities have allowed me to collaborate with industry leaders, support APEX’s mission, and stay closely engaged with its strategic direction.
Building on this foundation of collaboration and industry expertise, I’m ideally positioned to contribute to the APEX Board of Directors, driving progress and innovation that aligns with organization’s strategic goals. With my leadership abilities and commitment to APEX’s mission, I am confident that I am the ideal candidate for this role.
DIRECTOR CANDIDATE – MAJOR IN-FLIGHT CONNECTIVITY PROVIDER
Mike DeMarco
SES
President, Aero Vertical
Reason for running for the Board of Directors:
I thought it was critical that SES join the APEX Board, given our plans to grow in the aviation sector. We want to be involved in setting future standards for the industry, we want to work closely with our customers and ecosystem partners to enhance the overall passenger experience and to advance innovation, specifically in IFC. On the APEX Board, my focus will be to convert connectivity into passenger outcomes that members can measure, faster turn times for improvements, higher satisfaction scores, and smarter cost structures that scale.
– Support APEX in defining clear, practical inflight connectivity KPIs that members can adopt quickly.
– Promote open, interoperable approaches that reduce integration friction for airlines and suppliers.
– Tie connectivity decisions to NPS, operational reliability, and revenue resilience.
Airline passenger experience industry experience:
I have been leading the commercial aviation business at SES/Intelsat since 2022, post the acquisition of Gogo. Previously, I led Intelsat’s mobility business which included managing the relationships with IFC providers such as Panasonic and Anuvu. I started in the industry in 2000 and led Intelsat’s Media business early in my career – managing relationships with content providers globally, including Time Warner. This background lets me translate complex network choices into simple, airline-friendly plans that improve the passenger journey and the P&L.
– Help members evaluate multi-orbit and antenna options through a passenger first lens.
– Share playbooks that align funding models, sponsorship, and free access goals.
– Use data insights to prioritize routes and fleets where connectivity lifts satisfaction most.
Leadership experience:
Past Board Positions:
– Global VSAT Forum, 2 years
– Dejero, 2 years
– World Teleport Association, 3 years
– Genesys Works, 3 years
– Fairfax County Education Foundation, 1 year
I pair board service with hands-on execution, bringing a practical, cross-functional approach that keeps programs on schedule and stakeholders aligned. My focus on execution and collaboration helps ensure APEX initiatives reach meaningful milestones that deliver member value.
Current or previous experience on APEX committees and/or APEX Board:
None. As a fresh voice on the APEX Board, I will engage directly with our members to accelerate standards, best practices, and real-world trials that raise passenger experience across the ecosystem.
DIRECTOR CANDIDATE – MAJOR IN-FLIGHT CONNECTIVITY PROVIDER
Nick Seitz
SpaceX Starlink
Global Head of Aviation
Reason for running for the Board of Directors:
Over the past two years, I have been focused on growing Starlink’s Aviation business, evolving our approach to match the needs of our airline partners, and building frameworks alongside internal structures to support the Starlink business as it matures and captures market leadership. I have consistently engaged with airlines and cabin connectivity stakeholders to bring high-speed, low-latency internet to flying passengers in ways that redefine the inflight experience. As the technical and commercial frontier shifts, I am committed to helping APEX members not only adapt to changing technology, but to shape it proactively, so that the next generation of inflight connectivity becomes a measured competitive advantage for carriers and suppliers alike. Now, I’m excited to focus my attention on helping the industry at large adapt to the changing technology, its capabilities, and the new realities that we will need to grow into as high-speed, low-latency internet finally makes its way to aircraft.
– Advocate for industry standards that ensure every passenger benefits from reliable, high-speed inflight connectivity.
– Encourage collaboration between airlines and technology providers to improve passenger experience through connectivity.
– Support APEX as a global platform for advancing innovation and measurable passenger-experience outcomes.
Airline passenger experience industry experience:
Prior to joining SpaceX, I spent eight years at T-Mobile, where I held many roles, with responsibilities that included leading their investments and strategic push into bringing free in-flight WiFi to their 130M+ subscribers. During this work, I became the world’s largest buyer of in-flight WiFi, spending over $350M per year buying access to networks for our customers from providers including Viasat, Intelsat, and Panasonic. This experience gave me critical insight into the other side of the in-flight WiFi experience, what pain points it created for airlines, and helped me set the strategic vision for where Starlink and the industry should and would go: free access for all, built upon sponsorship and new commercialization strategies. I bring hands-on experience with high-volume connectivity procurement, deep commercial insight into network cost structures, passenger behavior analytics, and how airlines can monetize or offset connectivity as a strategic service rather than a cost center. This means I can help APEX members unlock value from IFC (in-flight connectivity) investments, improving operational efficiency, passenger satisfaction, and revenue-opportunity alignment.
– Led large-scale commercial partnerships shaping global inflight connectivity business models.
– Built data-driven frameworks to help airlines align connectivity investment with financial performance.
– Worked with network operators to expand free-access Wi-Fi availability for millions of passengers.
Leadership experience:
I currently lead Starlink’s Aviation business, serve on advisory boards for a variety of startups, and have held advisory positions for non-profits. My role at Starlink means I bring cutting-edge technology leadership, high-impact partnership skills, and an ecosystem mindset that spans airlines, satellite networks, content providers, and cabin systems suppliers. I am well positioned to help the APEX Board align supplier as strategic partners to support airline interests and enhance the overall passenger-experience ecosystem.
– Foster collaboration among airlines, connectivity providers, and content partners to advance shared goals.
– Guide organizations through rapid growth while ensuring sustainable strategy and governance.
– Promote innovation built on transparency, reliability, and passenger trust.
Current or previous experience on APEX committees and/or APEX Board:
I have not served on any APEX committees in the past. While I am new to the APEX governance structure, my fresh perspective combined with a track record of industry-transforming connectivity innovation means I can inject new energy and fresh network relationships into the APEX Board, complementing the experience of long-standing members. I will bring a bias toward action, technical rigor, and strategic partnership orientation that advances APEX’s mission of enabling airline success and passenger delight.
– Offer a technology-first approach to complement the experience of long-tenured APEX leaders.
– Contribute a strong global network built through collaboration with leading airlines and suppliers.
– Engage actively in APEX programs to help advance inflight connectivity and passenger engagement.
DIRECTOR CANDIDATE – MAJOR IN-FLIGHT ENTERTAINMENT SCREEN MANUFACTURER
Ben Asmar
Safran
Vice President, Products and Strategy
Reason for running for the Board of Directors:
Throughout my career in aviation, I have been deeply passionate about elevating the airline passenger experience, how thoughtful design and technology can transform a journey into something memorable and even magical.
My desire to serve on the APEX Board of Directors stems from a commitment to bringing more representation and perspective from the supplier community. I believe this is essential to maintaining a balanced dialogue between airlines, studios/CSPs, and suppliers, especially as technology continues to redefine what’s possible in the next five years and beyond.
We are entering a transformative period where disruption will continue to drive innovation at pace. As an industry, we must adapt quickly, embracing new technologies while maintaining the highest standards of safety and reliability. APEX has a pivotal role in guiding this evolution. Setting standards for emerging technologies such as artificial intelligence, streaming, and cloud-based services, all underpinned by high-speed, low-latency connectivity that will soon be ubiquitous.
I bring over 17 years of leadership experience in the passenger experience space and a deep understanding of how technology can enhance it. I would be honored to contribute that perspective to help APEX shape the future of the airline passenger experience.
Airline passenger experience industry experience:
Virgin Australia Airlines
Tenure: 2009 – 2018
Key Positions
– Manager, Business Transformation, Brand and Customer
– Senior Manager, Product Development and Airline Programs
– Head of Customer Experience
Key Responsibilities
– Directed product strategy and lifecycle across all touch points — lounge, ground and inflight — ensuring consistent delivery of the Virgin brand experience.
– Oversaw the airline’s PMO delivering major transformation programs and new product initiatives.
– Managed end-to-end design and delivery of Virgin’s in-flight entertainment and connectivity programs.
Safran Passenger Innovations
Tenure: 2018 – Current
Key Positions
– Vice President, Products and Strategy
Key Responsibilities
– Shape and implement the company’s strategic direction for IFE and connectivity, targeting growth in both core and emerging markets.
– Oversee design and delivery of next-generation seatback and wireless IFE systems.
– Direct global product management and roadmap execution, ensuring alignment across technology, design, and airline customer needs.
– Build and mentor high-performance cross-functional teams driving innovation.
Leadership experience:
While I have not previously served on a board, I have held senior leadership roles for most of my career in aviation and bring over 25 years of management experience across diverse industries including government, telecommunications, and interactive entertainment. Throughout these roles, I have led large cross-functional teams, driven complex transformation programs, and shaped long-term strategy, experience that translates directly to effective board contribution.
Current or previous experience on APEX committees and/or APEX Board:
While I have not yet served on an APEX committee, I have long been engaged with the APEX community and deeply aligned with its mission to advance the passenger experience. I’m keen to bring my experience from across the aviation and technology sectors to help strengthen APEX’s leadership in this next era of innovation.
DIRECTOR CANDIDATE – MAJOR IN-FLIGHT ENTERTAINMENT SCREEN MANUFACTURER
Andy Masson
Panasonic
Senior Vice President Product & Strategy
Reason for running for the Board of Directors:
I’m very keen to help address the current and future industry dynamics, particularly around technology, continued innovation and the future of media.
As we move into a new & everchanging world of on-demand and streamed media, leveraging ultra-fast low latency satellite bandwidth, I’m hoping we (the Apex Team) can facilitate the interests of both the airline customers and the billions of flying consumers. Moreover, enable the studio & content creators to be happy and make money – realizing the value of our market.
Furthermore, I’d like to ensure we have a focus on ensuring we’re able to lead the way in technology once again. In the past aerospace has paved the way in terms of entertainment, including on-demand digital video, flat/touch screens and the use of satellite connectivity at the consumer level. I’d like to help our airline partners know that their needs are being represented at an industry level.
I’d describe myself as being hyper-focused on the passenger experience and would love to make a dent in the universe to bring back the magic of flight.
Airline passenger experience industry experience:
I’ve been an Aerospace executive since 2007, in this time I’ve been predominately focused on the aircraft cabin and heling airline customers continually bring innovation to the consumer.
My career began back in 1998 around a love of Music and Video as a Live Sound Engineer, touring with several bands, and ultimately starting up a company – Audiosys. Audiosys was a professional audio-visual services and equipment provider for both live events and professional recording. Audiosys was known for its unremitting quality of service and a provider top of the range AV gear. Here I organized and ran events ranging to 30,000 attendees and was sound engineer to multiple A-List acts including Atomic Kitten, Sugarbabes and The Foundations
At Continental Data Graphics (CDG) – a subsidiary of Boeing – I was responsible for reforming their product offering, opening A Seats Design Engineering and Modification Engineering Center in the UK – Gaining an EASA Pt21 with a focus on Cabin Interiors. We chose cabin due to the frequency of modification, the availability of design and engineering expertise in the UK and the impact on the Airline and Consumer.
With much success in CDG, I was asked by Stan Deal (Then Boeing BGS-CAS President) to move to the US and lead the Boeing Company’s Interior Mods business, which was in need of much reform. While successfully tripling the business, I was exposed to all of the Boeing Companies customers who were looking to update their cabins. At this time we were really stepping up the innovation with respect to the installation of WiFi Connectivity – which was still relatively new – as well as a huge focus on premium sating retrofits.
With a good understanding of the customer and a focus on seating I was asked to become CEO of Boeing’s seats Joint Venture Adient. Boeing was looking to add some needed choice into the market, as well as protect it’s supply chain from the seating companies, who had highly publicized issues with delivery – and still do. This was a startup, and I had to build an innovative set of products and win a base of customers – quickly – which we were able to do, and Adient – now Elevate – is a top 5 Seating Company.
In 2021 I was invited to join Panasonic as VP of Product, focusing on In-flight Entertainment, Connectivity, Digital Services and Post Production Services. This was a dream job as it enabled me to use the Audio-Visual Technology skills and experience from my past – of which I have a huge passion, and interplay them with Aerospace and Seating. At PAC, I’ve been privileged to bring Astova to market, Panasonic’s most successful IFE system of all time, which has particular focus on Industrial Design, High Levels of Technology (OLED, Bluetooth, High Power USB-C) and is truly Sustainable, by being both light weight and the only upgradable IFE systems on the market today.
Digital Resume:
https://www.linkedin.com/in/andrew-masson999/
https://www.24-7pressrelease.com/press-release/522195/andrew-masson-mba-celebrated-for-expertise-in-aerospace-and-aviation
Leadership experience:
Serving on Current Boards:
1. Delta Engineering
2. Airbus/Panasonic Atlas
3. PACSS (Singapore)
Service on Former Boards:
Boeing Cas Europe Limited (BCASEL) – European Union
Continental Data Graphics – United States
Continetal Data Graphics Limited – United Kingdom
Audiosys – United Kingdom
University of Hertfordshire (UHSU) – United Kingdom
Current or previous experience on APEX committees and/or APEX Board:
At Panasonic I’ve been sending folks to the APEX committee, but have not served myself.
DIRECTOR CANDIDATE – MAJOR IN-FLIGHT ENTERTAINMENT SCREEN MANUFACTURER
Kurt Weidemeyer
Thales
VP, Product Management
Reason for running for the Board of Directors:
My candidacy for the APEX Board of Directors is driven by a clear, strategic commitment to elevating the passenger experience and helping to establish our industry’s trajectory for the coming years. The experiences I’ve gained throughout my career in this industry have only solidified my belief in APEX’s mission. With that foundation, I would be honored to serve on the APEX Board of Directors among other industry leaders to shape the future of our industry and drive innovations in the cabin.
As APEX advances on its transformative projects such as the APEX STREAM (Standardized Technical Rights Enforcement for Airline Media), I am eager to contribute my extensive technical leadership experience to ensure these initiatives are guided by both strategic vision and deep practical knowledge. Under my leadership, Thales is the first to bring edge-caching to the IFE industry to support OTT content providers with an efficient delivery mechanism onto the seatback. APEX STREAM is a critical initiative, among many others, and I am committed to help drive what APEX can bring to the industry.
I respectfully ask for your support in my candidacy for the APEX Board of Directors. Let’s work together to advance our collective mission and help drive our industry forward.
Airline passenger experience industry experience:
Throughout my career in the industry, my mission has been to create extraordinary passenger and airline experiences. I bring a unique breadth of leadership experiences across hardware and service solutions in both commercial and technical roles.
Leading Thales InFlyt Experience’s (IFE) Product Management organization, I am responsible for defining and executing an overarching product strategy to deliver innovations and value to airline customers. My hands-on, real-world leadership drives the effective implementation of our innovations across Thales’ advanced portfolio, including connected IFE Platforms, Seat Integration, Digital Solutions, and Cloud Technologies, bringing multiple award-winning products and solutions to the market that constantly elevate the airline passenger experience.
At Thales, I spearhead the design and deployment of digital platforms that drive personalization, helping airlines deliver relevant services at every touchpoint – from pre-flight through post-flight and loyalty engagement. My goal is to leverage my more than two decades of experience in creating highly personalized, digitally-led customer journeys to further the mission of APEX.
Leadership experience:
I bring more than two decades of diverse product management, technical, and leadership experience in the global aerospace and connectivity industries. Prior to joining Thales as Vice President, Product Management, I held several leadership roles at Inmarsat Aviation including Senior Vice President, Technology and Vice President, Business Aviation. I previously worked for nearly a decade at Honeywell Aerospace where I held various senior leadership positions.
Throughout my career, I have been dedicated to elevating the airline and passenger experience through product innovation and excellence. I look forward with great enthusiasm to continue contributing to this industry’s dynamic evolution.
Current or previous experience on APEX committees and/or APEX Board:
I believe my personal and professional experience offers a valuable perspective that could help APEX continue to lead the way for our industry. Specifically, I hope that my vision and technical product expertise will be a genuine asset to the organization as we work together on transformative projects that constantly elevate the airline and passenger experience.
DIRECTOR CANDIDATE – STUDIO CONTENT PROVIDER
Esdra Lamy
Warner Bros. Discovery
SVP Content Sales, IFE, Syndication
Reason for running for the Board of Directors:
I’ve been on the board for 3 years and it’s been a privilege to be a part of the evolution on the impactful role APEX will and should play in helping build airlines and supplier relationships. As the industry evolves, a collaborative approach between all in the industry is more important than ever. In my role at WBD leading our IFE and Syndication team. I’ve had the privilege of seeing first hand the impact of collaboration across the industry with our Airlines partners. My goal is to continue representing the interest of ALL APEX members and continue to bring that same collaborative approach.
Airline passenger experience industry experience:
My airline industry experience includes leading the WBD IFE team the past 4 years representing content across Warner Bros Theatrical, WB Television, HBO, Turner and HBOMax.
Leadership experience:
In addition to my role in leading multiple teams at WBD. I currently serve on the board of Draper Holdings Trust, Toast Distillers Inc and served five years of the board of Teach For America LA Chapter.
Current or previous experience on APEX committees and/or APEX Board:
Three years on the APEX board and served the past two years as co-chair of the content committee. In my tenure we’ve evolved from a TV centric market to a broader content marketplace to highlight content across all media resulting in the most successful conference in Dubai this past February.