'We Protect Those Who Protect Us' says Caitlin Hayden Senior Vice President for Communications at BAE Systems, Inc.

Caitlin Hayden
Caitlin Hayden, Senior Vice President of Communications at BAE Systems, Inc., discusses communication strategies, global supply chain management, and making business decisions. Continue reading to learn about air, land, sea, and space travel, as well as advanced electronics, intelligence, security, and information technology solutions and support services.

Every leader has to find the style that works for them

Media 7: What is BAE System, Inc.'s motto in this thriving aviation era?
Caitlin Hayden:
As a company, we have two mottos that drive and inspire us, representing our defense mission and our commercial work. They are: “We Protect Those Who Protect Us” and “We Innovate for Those Who Move the World.” Though the majority of our work is in support of the U.S. government and governments around the world, we are also incredibly proud of our work supporting civil aviation and transportation.

M7: How do you shape stakeholder perceptions with your messaging?
CH:
We have a range of stakeholders we need to engage every day to ensure the success of our business, from our customers and government regulators, to our employees, prospective employees, shareholders, and community partners. We try to ensure we understand what our stakeholders need and expect of us, what else they’re seeing in our very competitive marketplace, and how engaging with stakeholders meets our business goals. That means looking at our stakeholders through different lenses, and tailoring messaging and content to the channels where we know they are getting their information and living their lives. We try to meet them where they are, using a full spectrum of communications tactics, from direct engagement in meetings and video-conferences, to tradeshows, advertising, events, social and digital media content, and media relations.  For us, it’s really about delivering the right messages, at the right time, in the right channels, and starting a conversation.

Read more: ‘Impossible’ locations can be served through precision commercial airdrops, says Joel Ifill, Founder & Chief Executive Officer at DASH Systems, Inc.


Learning what you’re not good at is just as important as learning what you are good at



M7: What are the challenges for BAE System, Inc. when it comes to global procurement in the areas in which you work?
CH:
Like companies in every industry around the globe, we focused a lot of time and attention on our global supply chain over the past two years. Because if we don’t have the supplies we need, we can deliver for our customers. We’re making business decisions to continue mitigating pandemic impacts and working ahead to prepare for possible additional disruptions. As a large, global enterprise it’s been critical to establish communication channels across the company to rapidly share risk insights across all of our businesses. This allows us to work proactively with our sub-tier supply base on potential risk areas to identify and mitigate issues as early as possible.


M7: How do you design and implement effective communication strategies?
CH:
We always, always, always start with a few fundamental questions: What are we trying to achieve or what problem are we trying to solve? How does communicating support business objectives? Who are we trying to affect and in what way? What does success look like and how do we measure it? In a world of endless options but finite resources including money, people, time, and audience attention I think you have to start with the end in mind and be very clear about what success looks like and what you’re trying to achieve.  From there, you start to back in to a strategy and choices that leverage all of the messages, tools, tactics, and techniques to help you get to that your goal.

Read more: Small businesses are now competing in a marketplace dominated by low-cost large enterprises, says Herby Duverne, CEO at Windwalker Group.


Don’t be afraid to try unexpected things within your career journey



M7: What are your go-to tips and tricks for keeping cross-departmental communication on track?
CH:
Every leader has to find the style that works for them. I’m a big fan of regular one-on-ones with my team and my counterparts in other functions. I love a good icebreaker at the top of a meeting, to get everyone talking. I copy everyone on an email that I think needs to know something, whether they are on my team or not. And I delegate and empower my team to speak with authority, because if everyone is depending on me to be the channel or authority for sharing information, the system is going to fail. Whatever techniques you use, I think the best collaboration and communication between teams is based on trust, authenticity, transparency, and inclusion. Building authentic and trusted relationships with your counterparts is critical. I need them to know that when they work with me, what they see is what they get. That I’ll be honest with them, delivering good news and bad. I also try to make sure I’m bringing stakeholders to the table early and often, both because I want to understand how an issue affects them, but also because we’ll have better ideas. The best outcomes will almost always come from a team where everyone has a voice at the table, feels invested and safe, and brings different perspectives.

M7: Knowing what you know now, what advice would you give your younger self?
CH:
Being in my mid-forties, I feel like I really know who I am, what I care about, and where I need to work on myself as a person and as a leader. It’s a really fun time in life and in my career. I know so many things now that I didn’t when I was starting out in adulthood. If I had to pick just a few things, I’d tell myself that failing is okay and even important. Learning what you’re not good at is just as important as learning what you are good at. We all stumble and fall – it’s about how you recover and what you’ve learned. Second, don’t be afraid to try unexpected things within your career journey. You may find that you really enjoy doing something totally different from what you thought. I couldn’t have planned this career path for myself, through government, a global PR firm, a trade association, and now global corporation. It’s been so much more interesting because I took leaps. I’ll offer one last one, which is: find your tribe and seek out mentors.  Look at the people you admire and don’t be afraid to reach out to them – even if for only a cup a coffee or lunch.  People are incredibly generous with their time and usually say “yes.” Some of them may even become life-long friends, mentors, and champions.

ABOUT BAE SYSTEMS

BAE Systems, Inc. and its 34,000 people are part of a global defense, aerospace, and Security Company with 89,600 employees worldwide. They deliver products and services for air, land, sea and space, as well as advanced electronics, intelligence, security, and IT solutions and support services. BAE Systems, Inc. dedication is seen in everything they design, produce and deliver— to protect those who protect us in a high-performance, innovative culture. They push the limits of possibility to provide a critical advantage to our customers where it counts.

More THOUGHT LEADERS

“Our aircraft emits only 45 decibels of sound, 100x quieter than helicopters” says Louise Bristow Vice President, Marketing & Communications at Archer

Media 7 | September 8, 2022

Louise Bristow, Vice President, Marketing & Communications at Archer discusses the company's minimally disruptive, futuristic, and sustainable approach to revolutionizing flying. Continue reading to learn more about air, sustainable and low sound emission flying, eVTOL, innovative electronics, intelligence, security, and marketing methods....

Read More

‘Our vision is ‘Driving Comfort in the Sky’ says Timo Lenzen, Director of Engineering (America) at RECARO Aircraft Seating

Media 7 | September 8, 2022

Timo Lenzen, Director of Engineering (America) at Recarco Aircraft Seating, discusses seat recycling concepts, ecofriendly seat production, and weight reduction. Continue reading to learn more about aircraft seats, its market and how the present geopolitical, economic, and market climate affects the sector....

Read More

Q&A with Maliha Aqeel, Director of Global Communications at Fix Network World

MEDIA 7 | January 16, 2020

Maliha Aqeel, Director of Global Communications at Fix Network World is an award-winning, communication and marketing professional who helps companies harness the power of their brand to drive engagement and achieve measurable business results.  She has developed and led content and marcomm programs for B2B companies in the financial and professional services sectors in her over 15 years of industry experience. MEDIA 7: When did you start working and what was it? MALIHA AQEEL: I started my career in 1996 right after high school, freelancing as a journalist and features writer for a magazine in Dubai, UAE. Over time, I expanded my services to include scriptwriting for corporate videos and TV productions, writing and designing client newsletters and promotional collateral. M7: What made you want to pursue a career in branding and marketing communications? What aspect about your role brings you the most joy? MA: I didn’t consciously decide to pursue a career in marketing and communication as my plan was to become a filmmaker. However, I had great curiosity about what makes people prefer one brand over the other when a feature-by-feature comparison didn’t show a huge difference between similar products or services. I had taken a few advertising courses during university and it broadened my understanding of how powerful brand experiences and storytelling can drive business objectives. That balance of strategy and creativity is what I enjoy most about what I do and why I’ve continued to find purpose in my career. ...

Read More

“Our aircraft emits only 45 decibels of sound, 100x quieter than helicopters” says Louise Bristow Vice President, Marketing & Communications at Archer

Media 7 | September 8, 2022

Louise Bristow, Vice President, Marketing & Communications at Archer discusses the company's minimally disruptive, futuristic, and sustainable approach to revolutionizing flying. Continue reading to learn more about air, sustainable and low sound emission flying, eVTOL, innovative electronics, intelligence, security, and marketing methods....

Read More

‘Our vision is ‘Driving Comfort in the Sky’ says Timo Lenzen, Director of Engineering (America) at RECARO Aircraft Seating

Media 7 | September 8, 2022

Timo Lenzen, Director of Engineering (America) at Recarco Aircraft Seating, discusses seat recycling concepts, ecofriendly seat production, and weight reduction. Continue reading to learn more about aircraft seats, its market and how the present geopolitical, economic, and market climate affects the sector....

Read More

Q&A with Maliha Aqeel, Director of Global Communications at Fix Network World

MEDIA 7 | January 16, 2020

Maliha Aqeel, Director of Global Communications at Fix Network World is an award-winning, communication and marketing professional who helps companies harness the power of their brand to drive engagement and achieve measurable business results.  She has developed and led content and marcomm programs for B2B companies in the financial and professional services sectors in her over 15 years of industry experience. MEDIA 7: When did you start working and what was it? MALIHA AQEEL: I started my career in 1996 right after high school, freelancing as a journalist and features writer for a magazine in Dubai, UAE. Over time, I expanded my services to include scriptwriting for corporate videos and TV productions, writing and designing client newsletters and promotional collateral. M7: What made you want to pursue a career in branding and marketing communications? What aspect about your role brings you the most joy? MA: I didn’t consciously decide to pursue a career in marketing and communication as my plan was to become a filmmaker. However, I had great curiosity about what makes people prefer one brand over the other when a feature-by-feature comparison didn’t show a huge difference between similar products or services. I had taken a few advertising courses during university and it broadened my understanding of how powerful brand experiences and storytelling can drive business objectives. That balance of strategy and creativity is what I enjoy most about what I do and why I’ve continued to find purpose in my career. ...

Read More

Related News

Aerospace

Army Applications Laboratory Selects Firehawk Aerospace as a Supplier for the Javelin, Stinger, and GMLR System

Firehawk Aerospace | January 08, 2024

Firehawk Aerospace, a market leader in hybrid rocket engine and solid rocket motor (SRM) propulsion, has secured a Small Business Innovation Research (SBIR) Phase III contract from Army Applications Laboratory (AAL). This contract underscores Firehawk's advancements in rocket propulsion and its unique capability to address critical challenges in conventional SRM supply chains. The SBIR Phase III contract accelerates Firehawk's mission to reshape SRM propulsion, focusing on eliminating supply chain bottlenecks and bolstering system stability. Will Edwards, CEO of Firehawk Aerospace, comments, "The Phase III funding reflects our team's ability to push aerospace technology boundaries, positioning Firehawk at the forefront of innovation in tactical weapon systems." Distinguishing itself from traditional systems, Firehawk's hybrid rocket engines boast a rapid manufacturing timeline of weeks, not years. Manufactured and tested in Texas, this approach enables faster testing and innovation at a reduced cost, in line with Firehawk's commitment to national security. By sidestepping traditional materials, Firehawk mitigates supply chain vulnerabilities, creating a resilient system ready for evolving threats. The U.S. Army, recognizing the need for propulsion systems unaffected by supply chain issues, supports Firehawk Aerospace. The development focus includes creating analogs for key U.S. Army systems like the Guided Multiple Launch Rocket (GMLR), FGM-148 Javelin, and FIM-92 Stinger. Firehawk Aerospace's propulsion systems aim to optimize mission profiles with extended range, reducing risks to soldiers and maintaining the U.S. Army's strategic advantage. The SBIR Phase III contract signifies a significant step forward in advancing rocket propulsion technology, addressing supply chain challenges and enhancing tactical weapon system capabilities for the U.S. Army.

Read More

Aerospace, MRO, Cargo Management

TAT Technologies signs another 5-year contract with an international air carrier for APU MRO services with estimated total revenues of $10 million

PR Newswire | January 16, 2024

TAT Technologies Ltd. a leading supplier of products and services for the commercial and military aviation industries and the ground defense industries, announces a new contract with an international air carrier. This contract is a result of a very successful partnership between the companies over the last several years which led the parties to sign a global fleet contract. As part of this contract, TAT will provide MRO services to the airline's GTCP331 model APUs. TAT estimates total revenues from this contract to be $10 million ($2 million per year). By signing this contract, we further advanced our dominating position as the leading APU 331-200 MRO in the market serving the widely utilized B757/767 fleet by providing APU 331-200 repairs with a reputation for quality and on time delivery to this important market. In 2020 and 2021, TAT (through its fully owned subsidiary, Piedmont Aviation Components based in Greensboro North Carolina) signed multiple strategic contracts with the Fortune 100 multi-national aerospace company Honeywell. Under these contracts, TAT was awarded a 10-year license for repair and overhaul of APUs for Boeing and Airbus's key platforms, including B737, B777, B767/757 and A320 aircraft as well as the C17 which is used for military purposes. The Company is also a global provider for APUs leases to airlines across multiple commercial platforms with an additional exclusive 10 yr. agreement for the B777 aircraft, with Honeywell. Piedmont has completed its facility upgrades required to commence MRO operations for the GTCP331-500 (B777) and GTCP131-9 (A320/B737). Igal Zamir, CEO of TAT stated: "We are very pleased with this contract, which comes after several years of very fruitful relationship. By signing this contract, we established our domination in the commercial segment of MRO for the APU331-200.

Read More

Aerospace, Aviation Technology, Airport Management

Avelo Airlines' First International Service Takes Flight From Lansing Through Apple Vacations Partnership

PR Newswire | January 27, 2024

Avelo Airlines' first international service takes flight this weekend from Lansing's Capital Region International Airport (LAN) in partnership with Apple Vacations. The partnership's new scheduled public charter service will serve three international destinations from LAN. Avelo and Apple Vacations offer nonstop flights and vacation packages between LAN and three tropical international destinations: Cancun, Mexico; Montego Bay, Jamaica; and Punta Cana, Dominican Republic beginning tomorrow, Jan. 27 through April 3, 2024. Booking information and specific flight dates and times can be found at AppleVacations.com. Beginning Jan. 27: Lansing to Cancun International Airport (CUN) – three times weekly on Saturdays, Mondays, and Wednesdays Beginning Feb. 2: Lansing to Montego Bay's Sangster International Airport (MBJ) – one time weekly on Fridays Beginning Jan. 28: Lansing to Punta Cana International Airport (PUJ) – two times weekly on Sundays and Thursdays Avelo Airlines Chairman and CEO Andrew Levy said, "These three tropical destinations Avelo will operate for Apple Vacations from Lansing are the perfect debut of Avelo's international service. We look forward to offering the same reliable and friendly experience to Apple Vacations' Customers that we've been providing Avelo's Capital Region Customers since we took flight at LAN 15 months ago. Apple Vacations' selection of Avelo to operate their flights to these three popular destinations is a testament to positive reputation we've built in Michigan and across the country." Additionally, Avelo offers twice-weekly scheduled service between LAN and Orlando International Airport (MCO). Avelo is the only airline offering nonstop service between LAN and MCO. Nonstop service to Orlando can be booked at AveloAir.com. Since Avelo began service at LAN on October 26, 2022, the airline has flown over 30,000 Customers on nearly 300 flights. Avelo also leads LAN in reliability with a 100% completion factor, meaning there have been no Avelo cancellations at LAN since the airline inaugurated served there 15 months ago. Capital Region Airport Authority President and CEO Nicole Noll-Williams said, "We are thrilled that Apple Vacations is back at LAN for our 2024 international season. And we couldn't be more excited that Apple selected Avelo Airlines to operate these flights with their exceptional track record for reliable and friendly service. These nonstop flights to Mexico, the Dominican Republic, and Jamaica for 2024 are another reminder that LAN is a gateway to popular vacation destinations around the world – and it's not too late to book your trip!" America's Most Convenient Airline Avelo was founded to Inspire Travel by saving its Customers time and money. Since taking flight on April 28, 2021, Avelo has flown 4.2 million Customers on over 30,000 flights. Today, Avelo serves 43 destinations in 23 states and Puerto Rico. Along the way, Avelo has unlocked a new era of convenience, choice and competition by flying unserved routes to primarily underserved communities across the country. Every Avelo flight is nonstop, and at least one airport on every Avelo flight is a small, easy to use airport – making every Avelo journey easier and more enjoyable. Avelo is distinguished by its reliability. In 2023, Avelo achieved the lowest flight cancellation rate and the second-best on-time performance in the U.S. airline industry. Avelo Customers can always change or cancel their itineraries with no extra fees. Additionally, families can travel with ease knowing every child 13 and under will always be automatically seated with an accompanying adult at no additional cost. Additionally, Avelo offers advanced seat assignments for sale. One third of its seats are extra leg room seats, ranging from 32 inches to more than 36 inches, offering a more comfortable experience for Customers who value more space. In addition to advance seat assignments, Avelo offers several unbundled travel-enhancing options that give Customers the flexibility to pay only for what they value, including priority boarding, checked bags, carry-on overhead bags, and bringing a pet in the cabin.

Read More

Aerospace

Army Applications Laboratory Selects Firehawk Aerospace as a Supplier for the Javelin, Stinger, and GMLR System

Firehawk Aerospace | January 08, 2024

Firehawk Aerospace, a market leader in hybrid rocket engine and solid rocket motor (SRM) propulsion, has secured a Small Business Innovation Research (SBIR) Phase III contract from Army Applications Laboratory (AAL). This contract underscores Firehawk's advancements in rocket propulsion and its unique capability to address critical challenges in conventional SRM supply chains. The SBIR Phase III contract accelerates Firehawk's mission to reshape SRM propulsion, focusing on eliminating supply chain bottlenecks and bolstering system stability. Will Edwards, CEO of Firehawk Aerospace, comments, "The Phase III funding reflects our team's ability to push aerospace technology boundaries, positioning Firehawk at the forefront of innovation in tactical weapon systems." Distinguishing itself from traditional systems, Firehawk's hybrid rocket engines boast a rapid manufacturing timeline of weeks, not years. Manufactured and tested in Texas, this approach enables faster testing and innovation at a reduced cost, in line with Firehawk's commitment to national security. By sidestepping traditional materials, Firehawk mitigates supply chain vulnerabilities, creating a resilient system ready for evolving threats. The U.S. Army, recognizing the need for propulsion systems unaffected by supply chain issues, supports Firehawk Aerospace. The development focus includes creating analogs for key U.S. Army systems like the Guided Multiple Launch Rocket (GMLR), FGM-148 Javelin, and FIM-92 Stinger. Firehawk Aerospace's propulsion systems aim to optimize mission profiles with extended range, reducing risks to soldiers and maintaining the U.S. Army's strategic advantage. The SBIR Phase III contract signifies a significant step forward in advancing rocket propulsion technology, addressing supply chain challenges and enhancing tactical weapon system capabilities for the U.S. Army.

Read More

Aerospace, MRO, Cargo Management

TAT Technologies signs another 5-year contract with an international air carrier for APU MRO services with estimated total revenues of $10 million

PR Newswire | January 16, 2024

TAT Technologies Ltd. a leading supplier of products and services for the commercial and military aviation industries and the ground defense industries, announces a new contract with an international air carrier. This contract is a result of a very successful partnership between the companies over the last several years which led the parties to sign a global fleet contract. As part of this contract, TAT will provide MRO services to the airline's GTCP331 model APUs. TAT estimates total revenues from this contract to be $10 million ($2 million per year). By signing this contract, we further advanced our dominating position as the leading APU 331-200 MRO in the market serving the widely utilized B757/767 fleet by providing APU 331-200 repairs with a reputation for quality and on time delivery to this important market. In 2020 and 2021, TAT (through its fully owned subsidiary, Piedmont Aviation Components based in Greensboro North Carolina) signed multiple strategic contracts with the Fortune 100 multi-national aerospace company Honeywell. Under these contracts, TAT was awarded a 10-year license for repair and overhaul of APUs for Boeing and Airbus's key platforms, including B737, B777, B767/757 and A320 aircraft as well as the C17 which is used for military purposes. The Company is also a global provider for APUs leases to airlines across multiple commercial platforms with an additional exclusive 10 yr. agreement for the B777 aircraft, with Honeywell. Piedmont has completed its facility upgrades required to commence MRO operations for the GTCP331-500 (B777) and GTCP131-9 (A320/B737). Igal Zamir, CEO of TAT stated: "We are very pleased with this contract, which comes after several years of very fruitful relationship. By signing this contract, we established our domination in the commercial segment of MRO for the APU331-200.

Read More

Aerospace, Aviation Technology, Airport Management

Avelo Airlines' First International Service Takes Flight From Lansing Through Apple Vacations Partnership

PR Newswire | January 27, 2024

Avelo Airlines' first international service takes flight this weekend from Lansing's Capital Region International Airport (LAN) in partnership with Apple Vacations. The partnership's new scheduled public charter service will serve three international destinations from LAN. Avelo and Apple Vacations offer nonstop flights and vacation packages between LAN and three tropical international destinations: Cancun, Mexico; Montego Bay, Jamaica; and Punta Cana, Dominican Republic beginning tomorrow, Jan. 27 through April 3, 2024. Booking information and specific flight dates and times can be found at AppleVacations.com. Beginning Jan. 27: Lansing to Cancun International Airport (CUN) – three times weekly on Saturdays, Mondays, and Wednesdays Beginning Feb. 2: Lansing to Montego Bay's Sangster International Airport (MBJ) – one time weekly on Fridays Beginning Jan. 28: Lansing to Punta Cana International Airport (PUJ) – two times weekly on Sundays and Thursdays Avelo Airlines Chairman and CEO Andrew Levy said, "These three tropical destinations Avelo will operate for Apple Vacations from Lansing are the perfect debut of Avelo's international service. We look forward to offering the same reliable and friendly experience to Apple Vacations' Customers that we've been providing Avelo's Capital Region Customers since we took flight at LAN 15 months ago. Apple Vacations' selection of Avelo to operate their flights to these three popular destinations is a testament to positive reputation we've built in Michigan and across the country." Additionally, Avelo offers twice-weekly scheduled service between LAN and Orlando International Airport (MCO). Avelo is the only airline offering nonstop service between LAN and MCO. Nonstop service to Orlando can be booked at AveloAir.com. Since Avelo began service at LAN on October 26, 2022, the airline has flown over 30,000 Customers on nearly 300 flights. Avelo also leads LAN in reliability with a 100% completion factor, meaning there have been no Avelo cancellations at LAN since the airline inaugurated served there 15 months ago. Capital Region Airport Authority President and CEO Nicole Noll-Williams said, "We are thrilled that Apple Vacations is back at LAN for our 2024 international season. And we couldn't be more excited that Apple selected Avelo Airlines to operate these flights with their exceptional track record for reliable and friendly service. These nonstop flights to Mexico, the Dominican Republic, and Jamaica for 2024 are another reminder that LAN is a gateway to popular vacation destinations around the world – and it's not too late to book your trip!" America's Most Convenient Airline Avelo was founded to Inspire Travel by saving its Customers time and money. Since taking flight on April 28, 2021, Avelo has flown 4.2 million Customers on over 30,000 flights. Today, Avelo serves 43 destinations in 23 states and Puerto Rico. Along the way, Avelo has unlocked a new era of convenience, choice and competition by flying unserved routes to primarily underserved communities across the country. Every Avelo flight is nonstop, and at least one airport on every Avelo flight is a small, easy to use airport – making every Avelo journey easier and more enjoyable. Avelo is distinguished by its reliability. In 2023, Avelo achieved the lowest flight cancellation rate and the second-best on-time performance in the U.S. airline industry. Avelo Customers can always change or cancel their itineraries with no extra fees. Additionally, families can travel with ease knowing every child 13 and under will always be automatically seated with an accompanying adult at no additional cost. Additionally, Avelo offers advanced seat assignments for sale. One third of its seats are extra leg room seats, ranging from 32 inches to more than 36 inches, offering a more comfortable experience for Customers who value more space. In addition to advance seat assignments, Avelo offers several unbundled travel-enhancing options that give Customers the flexibility to pay only for what they value, including priority boarding, checked bags, carry-on overhead bags, and bringing a pet in the cabin.

Read More

Spotlight

BAE Systems, Inc.

At BAE Systems, we help our customers to stay a step ahead when protecting people and national security, critical infrastructure and vital information....

Events

Resources