Signature Aviation has appointed Brad Williams as its new chief operating officer (COO) and promoted Derek DeCross to chief commercial officer (CCO). The company is centralising its field operations and commercial functions across the organisation under each respective leader.
This move is part of Signature’s continued efforts to streamline its structure, remain competitive and deliver a great customer experience by investing in people, products and services that differentiate and keep it on top of the private aviation industry.
“We have been on a journey to transform our business by launching a multi-year strategy to enable a high-performing team, place safety at the forefront, deliver an elevated customer experience, and invest in sustainability,” said Tony Lefebvre, CEO, Signature Aviation. “Brad and Derek are experienced leaders who have a proven track record that will shape Signature’s future, as well as our industry.”
Brad Williams
Williams is responsible for all field operations, workforce optimisation, safety and security and continuous improvement for more than 200 bases globally. He most recently served as senior vice president of Corporate Store Operations and Restaurants for 7‑Eleven, where he was responsible for more than 4,900 fuel sites, 5,300 corporate-operated stores, and 900 restaurant locations. Williams joined 7‑Eleven as part of the Sunoco acquisition in 2018. At Sunoco, he held the position of executive vice president of Operations where he was responsible for all corporate-operated convenience stores, Laredo Taco Company restaurants, real estate, and new business development. Prior to joining Sunoco, Williams was COO at L Catterton private equity firm’s Mid-Atlantic Convenience Stores. He also spent more than 13 years at The Pantry, as a member of the senior leadership team, where he last held the position of senior vice president of Operations.
Derek DeCross
DeCross has been promoted to CCO, having previously served as senior vice president of Customer Engagement. In his new role, DeCross will be responsible for delivering an exceptional customer experience across Signature’s global network of private aviation terminals, aligning business strategies with market demands, and optimising revenue through Signature’s loyalty, marketing, sales, and revenue management initiatives.
He joined Signature from IHG Hotels & Resorts, where he served as senior vice president, Global Sales, with responsibility for implementing a world-class sales experience across IHG’s portfolio of 17 brands, including over 6,000 hotels and resorts in more than 100 countries. During his tenure, he represented IHG across the industry as a member of the US Travel & Tourism Advisory Board, the Business Travel News Advisory Board and the Hospitality Sales and Marketing Association International Board.
Prior to IHG, DeCross spent 20 years with American Airlines across a multitude of commercial and financial functions, including senior leadership positions in revenue management, financial analysis, digital marketing, loyalty, and Global Sales. In his last position, as vice president of Global Sales, he led American’s global sales team and developed all sales and distribution policies worldwide, while spearheading American’s relationships with corporate customers and travel agencies.
