WORKING WEEK
flightglobal.com 15-21 August 2017 | Flight International | 59
Genmark relishes a challenge and enjoys the team leadership role
Putting the manual on automatic
Krister Genmark is regional manger for Web Manuals, an online tool for digitising operations literature
for airlines and specialist operators that streamlines the distribution, publication and revision process
WORK EXPERIENCE KRISTER GENMARK
to be one step ahead, pushing the
boundaries of technology. The
aviation industry is traditionally
conservative when it comes to
new technology and for many it
can be daunting to adopt a new
system. We have, however, en-
sured that the process is not at all
disruptive during implementa-
tion. Once all documents have
been transferred into our applica-
tion we run full training for every-
one and only push “go” when the
customer is completely ready.
What next for the company?
We are expanding globally at an
exponential rate, but have a par-
ticular focus on the US. In the last
12 months we have grown our US
customer base by 40% and con-
versations with current and po-
tential customers demonstrate the
rising awareness of managing avi-
ation manuals as a pain point in
their businesses and digitisation
as the best solution.
Where do you see yourself ten
years from now?
I want to be an integral part of
making aviation better, safer and
more secure. While doing this, I
hope to never be too far away
from an airport, where I still find
my inspiration every time an air-
craft takes flight. nHow did your career in aviation
begin?
My love for aviation is rooted in
my childhood. As I lived just a
few miles from an air force base
and later on, near the interna-
tional airport in Stockholm, it
feels as if my life has always been
accompanied by the sights and
sounds of aircraft. Prior to join-
ing Web Manuals as regional
manager, I successfully devel-
oped and managed training, safe-
ty and quality systems for differ-
ent companies in the aviation
sector, including Nordic Aero
and Aviation Port Services. I also
served in the UN peacekeeping
operation in the Democratic Re-
public of the Congo and Uganda,
where I directed air cargo opera-
tions at Kindu airport and Enteb-
be airport. In 2016, I joined Web
Manuals as regional manager for
the Americas, based in San Diego,
California.
What roles have you particularly
enjoyed?
I like a challenge, in particular
when breaking new ground. I
enjoy working as part of a team,
where I have the opportunity to
lead by setting the goals and mo-
tivating my co-workers. So far, all
the roles I’ve had in my career
have encompassed this element
of team leadership, which makes
it difficult to pick one role over
the other. I can say, however, that
I’m extremely happy in my cur-
rent post.
What is Web Manuals?
Web Manuals provides digital
document management solu-
tions for the aviation industry,
digitising manuals to simplify
the authoring, distribution, pub-
lication and revision processes.
We have made what was once a
laborious and time-consuming
task simple and efficient. By
using Web Manuals our custom-
ers save time and money in the
editing, publishing, and distrib-
uting of operations manuals.
They are able to publish new re-
visions as often as needed and
gain full control of documenta-
tion and communication sys-
tems. Our product allows even
the smallest operator to save
thousands of hours of work per
year. We have offices in Malmö,
Sweden and San Diego, and have
more than 90 customers in Eu-
rope, the Americas, Africa, and
the Middle East.
What does your job entail?
I oversee the day-to-day opera-
tion of Web Manuals in the USA,which includes sales, support,
training and managing relation-
ships with our partner compa-
nies. No day is the same – from
local bank meetings and online
demos in the office to trade
shows across the country, I am
constantly working to get the
Web Manuals name out there.
With 5,500 miles and a 9h time
difference separating us from the
head office, intercontinental rela-
tions certainly has its own set of
challenges. Clear communication
and a well-oiled management
system makes for a streamlined
international operation.
What are the main challenges in
your industry?
From new operational proce-
dures to intensified maintenance
and safety requirements, the in-
dustry is constantly changing.
This means that to best meet the
needs of all our clients, we haveWeb ManualsIf you would like to feature in
Working Week, or you know
someone who does, email
your pitch to kate.sarsfield@
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