Djamila Beja: A Trailblazer In Aviation Leadership & Industry Collaboration

Across Angola, women have steadily emerged as influential leaders, shaping the future of industries and inspiring the next generation of female professionals. From breaking barriers to paving the way for greater inclusion and leadership, women leaders are setting new benchmarks in traditionally male-dominated sectors. Among these trailblazing leaders is Djamila Beja, the Country Manager for Air France- KLM in Angola.

Djamila’s journey in the aviation industry began unexpectedly, after she shifted career paths from diplomacy, which had been her area of academic focus. Starting as a finance and administration assistant, she quickly realized her passion for aviation and took on the challenge of moving into the commercial department as an account manager. Though she faced limited guidance locally, she thrived with remote support from regional management, gaining invaluable knowledge and experience. Her perseverance paid off, when, under the guidance of a fearless and determined female manager, Djamila developed the necessary skills to assume a leadership role.

In 2017, Djamila was appointed as the first local staff member to take on the position of Country Manager, a role that had traditionally been held by expatriates. This achievement marked a significant milestone in her career and for women in Angola’s aviation industry. Djamila’s leadership contributed to the increased frequency of both Air France and KLM flights to Angola, achieving a 6/7 weekly flight offer by 2019 and then 5/7 weekly Air France flights since 2023. Notably, she also led a humanitarian initiative that enabled repatriation flights during a challenging period when other airlines were not operating. This initiative demonstrated not only her strategic vision but also her courage and resourcefulness.

Djamila’s leadership philosophy extends to her team management, where she has consistently improved employee satisfaction and engagement, even in the face of economic challenges. Her ability to create a positive and inclusive work culture is reflected in the annual improvement of the Employee Promoter Score (EPS), showcasing her dedication to both the success of the company and the well-being of her team. Let’s read more.

Can you introduce us to Air France-KLM? As the Country Director, what are the main roles and responsibilities you manage at the airline?

I’m responsible for developing and implementing the OKR (Objectives and Key Results) framework defined by the Group. In my role as Country Manager for Air France in Angola (KLM suspended operations in Angola in 2020), I lead the local team to optimize turnover, cost margins, and achieve commercial targets. I oversee the smooth running of station operations, represent the company to clients, partners, and local authorities, and report to the Regional General Manager.

My key objectives include achieving commercial targets with my team, implementing central commercial policies locally, ensuring customer satisfaction through skilled staff, and fostering team satisfaction and motivation. I also ensure compliance with financial, legal, and commercial guidelines set by regional management and head office. Beyond operations, I represent the company in various capacities, including as Chair of the Angolan BAR (ARCAA) and founding member of CEFA.

My leadership style is communicative and hands-on. I focus on clear, concise communication and push for proactivity. I often coach my team on the job, emphasizing problem-solving and collaboration. By working together and having clear roles and deadlines, we make everything much easier to achieve.

What are your key focus areas for driving growth for Air France-KLM in the Angolan market?

My main objective is to position Air France-KLM as the #1 airline group in the NGESA region. To achieve this, I’m focusing on key commercial KPIs, including the development of NDC (New Distribution Capability) in Angola and expanding into new markets. I’m committed to continuous improvement in operational excellence, enhancing both flight operations and customer experience, with a special emphasis on promoting Air France’s premium cabins, particularly Business Class.

"Djamila’s leadership philosophy extends to her team management, where she has consistently improved employee satisfaction & engagement, even in the face of economic challenges"

Cost awareness remains a priority as we strive for greater efficiency and seek opportunities for transformation, while also minimizing financial risks. Employee satisfaction (EPS) is also a key focus, and I aim to foster a culture of transparency and accountability across the team.

Sustainability is a top priority for me. We’re working to reduce our carbon footprint with fuel-efficient aircraft, setting clear sustainability goals, and collaborating with local stakeholders on green initiatives. Our CSR efforts also include supporting local projects such as training programs, recycling initiatives, and orphanage support.

Additionally, we’re leveraging digital tools for customer engagement and booking. A significant project is the smooth transition to the new International Airport AIAAN by the end of Q1 2025, which will enhance customer experience with improved facilities and lounge services. We’re working closely with the ORAT group to overcome any remaining challenges, like access roads and train connections, to ensure success.

What do you consider to be your greatest achievements in your professional journey so far? And what would you say is your success mantra as a leader?

I would describe myself as an experienced, resilient, and results-driven manager with a strong focus on performance and excellence. My management style has evolved over the years, especially post-COVID, becoming more macro-focused, with less micromanagement and a stronger emphasis on developing local middle managers. I aim to create an environment where my team can grow and thrive.

As Country Manager for Air France-KLM, I'm proud of several contributions, including reducing the airline backlog through collaboration with the Central Bank, ANAC, and Mintrans from 2015 to 2018, and again since 2023, and resolving a tax issue with authorities in 2018. I played a significant role in securing the 0 percent VAT exemption on airline tickets in 2019 and worked with IATA, TAAG, and Angolan BAR to implement BSP in Angola in 2022.

I'm also honored to serve on key boards, having helped bring more women into leadership positions. I don't have a mantra, but I’m driven by understanding the purpose behind actions and executing them relentlessly, even if I’m considered a 'pain' in pushing for quality.

What would be your Message/Advice for aspiring women leaders?

As the African proverb says, 'If you want to go fast, go alone, and if you want to go far, go together'. Collaboration is key to long-term success. My advice is to focus on soft skills by being assertive yet empathetic, balancing strength with understanding. Support other women, advocate for your career, and stay adaptable, especially in industries like aviation. Resilience, continuous learning, and building a supportive network will help you overcome challenges and inspire others to follow.

Djamila Beja, Country Manager, Air France-KLM

Djamila Beja is the Country Manager for Air France-KLM in Angola. With extensive experience in the aviation industry, she has led commercial and operational initiatives, contributing to growth and sustainability. Known for her resilient leadership, Djamila fosters team development and collaborates with local stakeholders to drive industry progress

Educational Qualification:

Djamila Beja holds a university degree in International Relations from the Universidade Autónoma de Lisboa, Portugal (2003).

Completed an Organising and Managing Events Course at ANJE - Associação Nacional de Jovens Empresários, Faro, Portugal (40 hours, 2005).

Pursued a Human Resources Management Course at the Institute of Employment and Vocational Training / Programa FORDESQ – CEAL, Faro, Portugal (448 hours, 2005).

Awards & Recognitions:

In December 2023, she received an honorable mention from the Minister of Transports on behalf of the BAR, for her commitment, contribution, and success in the inauguration of the new international airport. Values recognition from peers more than awards, and deeply appreciates the trust and acknowledgment she has earned over the years.