You can’t do this from a screen 

Andreo Biondani is an area manager responsible for duty-free sales across the Americas. Having moved from UK domestic to global travel retail, his career has been shaped by collaboration across markets and teams. Here, he reflects on why business still happens between people

How would you describe your role at Imperial Brands Global Travel Rizla & Nordics?

By most definitions, I suppose I have the kind of job people picture when they talk about working internationally. My role as an area manager is looking after all duty-free sales in the Americas, from Chile all the way up to Canada. Border shops, airports, cruises, ferries, diplomatic channels. The whole mix. But it’s not just geography. The consumer changes with every crossing. Someone crossing from the US into Canada is different from someone flying to Mexico. The cruise crowd is different too. So I have to adjust.

With so many moving parts, how do you keep up?

You can’t understand it from behind a desk. Duty-free only makes sense up close. I’ve crossed the northern border into Canada. I’ve done the southern border into Mexico. I’ve taken the flights, the cruises, the ferries. I need to see how consumers move. About 60% of my life is in an airport or travelling. People tell me, “You travel the world.” No. I travel airports. I flew to Jamaica not that long ago. Left Miami, landed, went through customs, walked out, then basically turned around and went back in. Checked stock levels, planograms, Point of Sale (POS), promotions, Had a lunch business review, took photos for next steps, trained staff on our products and who our consumers are, and got back on the plane. I wouldn’t know what Jamaica looks like. I know what the airport looks like.

Do you have a favourite airport?

No, not really. I mean, Miami’s my home base, so I’m there the most. But I love New York, especially JFK. There are six or seven terminals. Different operators. Different objectives. Different ways of doing business. You have to change hats quickly. I enjoy that. And our partners welcome us. They want us there. They want us to see what they’re doing, to show the displays, the showcases. They want to brag. And that’s a highlight for me, seriously. I love the way they get excited about their business.

What’s behind that, do you think?

I think they brag when they’re proud of what they’ve built. And when they know you get it, because you’ve been there with them. You’ve taken the time. You’ve listened. I’ll take customers to dinner and spend hours understanding what drives them. 

Looking back, who shaped your journey?

I’ve always believed I wouldn’t be this successful without collaboration. I moved from UK domestic to UK duty-free, and then to the US. Every part of that journey was shaped by people around me. There's a gentlemen in the Netherlands, Vincent van Spaendonck. When I joined duty-free, I spoke to him all the time. He helped me figure it out. Forecasting, what to focus on, what questions to even ask. I don’t think I would have been as successful without that. I’m not saying I couldn’t have got there in the end. But he definitely made it easier. And it wasn’t just him. There are loads of people along the way, from customer service, finance, supply chain, Product Portfolio Management (PPM), Key Account Manager (KAM), marketing and brands who have shaped my success. You pick things up from everyone.

What are the things that stayed with you?

I learned to share what’s working and what isn’t. Even your failures. Because if you don’t communicate, especially in a global business like this, you can drop the ball somewhere. This business is not about one person going further. You’re not on your own in this. If one of us grows, we all grow. That’s been my experience.

Looking ahead, what will define the future of travel retail? Technology?

Everyone thinks technology will replace the human part of the job. I’m not so sure.

For me, it comes down to presence. Teams calls are efficient, yes. But I think you lose the personal touch. I want brand managers, marketing managers, finance managers and customer service managers to come out and see it for themselves. Walk the terminals. Sit in the meetings. You can’t understand travel retail just from a screen. This business happens between people.

What would you tell someone just starting out?

Make it personal. Just understand who you’re talking to, what they care about, what they’re into. And don’t be scared to speak to senior people (internal and external) about growth, opportunities, challenges. Also, don’t just speak to them, talk to everyone as we are all stakeholders in the success of duty-free and travel retail. I’ve seen people who should have been very successful stay quiet for too long. The rest you learn as you go.

Andreo with his Area Sales Manager, Andres in Jamaica. 

Andreo visiting a distributor.