"Outside the boardroom, I find joy in family time, exploring new places, scuba diving, and devouring a good book”
Cristina Onate
Marketing & Product
Development VP at LATAM Airlines
Cristina Onate’s journey from her early days in Madrid to her current role as the Marketing and Product Development VP at LATAM Airlines Group is nothing short of a global journey. “I’m Madrid born and bred,” Cristina begins, sharing glimpses of her childhood, education, and family life. The eldest of four siblings, she developed a love for different cultures early on. “I was always on the move, studying abroad, learning languages. It was no surprise I ended up at IESE for my MBA; I always knew I wanted to live and work abroad.”
“After five years in banking and real estate, I decided I needed a change. My MBA journey at IESE brought me to an open-ended opportunity at LAN Airlines, now LATAM Airlines Group.” Cristina reflects on her journey in the cargo industry for almost 12 years, starting in Chile and then taking on roles in Miami. “I’ve seen the good and the bad, and I’ve loved every challenge that came my way.”
“Throughout my time at LATAM Cargo, I’ve worn many hats – leading Global Accounts, Product Development, Customer Experience, Sustainability, and Brand Strategy. One highlight was the development of our new value proposition.” She shares the complicated process of analyzing customer preferences, target positioning, and capabilities, resulting in a 50-point increase in NPS since the project’s inception.
“In 2021, I took on the challenge of leading our sustainability strategy. We’ve not just met but exceeded our ambitious targets through collaboration and teamwork.”
“And then there was the monumental task of transporting COVID vaccines. We moved over 465 million vaccines with zero losses, a project with immense social impact.”
Cristina reflects on the changing landscape for women in the industry. “A decade ago, it was noticeable if there was more than one woman in a meeting. Today, it’s improving, but there’s still room for more female talent, especially in top executive positions.” She believes that adapting lessons from the pandemic’s remote work experience can make it easier for women to join and advance in the industry.
“Outside the boardroom, I find joy in family time, exploring new places, scuba diving, and devouring a good book. I’ve been to over 30 countries, lived in four – my travels cover four continents. And of course, there’s nothing like going back to Spain for our amazing food.”
Cristina takes pride in ideas that stand the test of time. “Our value proposition has been a constant guide, allowing for a continuous improvement of our air cargo service.” She emphasizes the introduction of time-definite products that have broadened options within South America, meeting client needs and adding capacity to high-demand routes.
“As I look back at the strategic projects we’ve conquered, it’s clear that success came from diverse, multinational teams working toward a common goal. But our success is more than just business – air cargo brings immense value to society, enabling progress and development.”
Cristina Onate’s story is not just about her individual achievements but a celebration of the collective power of diverse perspectives in the cargo industry. “Diversity and inclusion aren’t just buzzwords; they’re essential for our industry’s growth. Initiatives and organizations supporting women are crucial, ensuring that our skies remain diverse, dynamic, and full of opportunities.”
