Engineer, pilot and cabin crew roles are familiar careers in aviation. But for Boca Raton, Florida-based Grace Carlon, aviation is not just technical, it is marketing.

Since September 2024, Carlon has served as the director of marketing at Elevate Aviation Group (EAG), a fully integrated aviation services provider headquartered in Miami.

“I do all the marketing across our MROs, management, brokerage, and large-group charter. So, all of that has eyes on me, and it’s been really great,” she tells Runway Girl Network.

A typical day for her involves meeting with senior executives across EAG’s subsidiaries to understand client needs, developing effective marketing strategies to address them, and reviewing all marketing campaigns.

“Every day is completely different from the next. Most days, I come in with an idea of all the tasks I am going to get done that day. And sometimes my schedule will be completely changed within a mere five minutes of getting into the office.”

Carlon’s journey in the aviation industry began long before her career did. 

“My aviation journey started when I was just 14 years old”, she recalls. “In July 2015, I volunteered at EAA AirVenture Oshkosh,” the annual air show and gathering of aviation enthusiasts in Wisconsin, “and worked with the Young Eagles to deliver lunches to military personnel on duty.” 

It was then that she met Carol Dodds of the Aircraft Owners and Pilots Association (AOPA) who asked Carlon if she would be open to help her during breaks, which involved teaching students how to fly via desktop simulators, and getting them comfortable with the controls. This experience influenced Carlon’s decision to pursue a career in aviation.

Carlon also comes from a family with a long history of aviators. Her father is a global sales leader at Boeing. Her mother works as a senior vice president of marketing at aftermarket service company AirSale, and her relatives include pilots, a crew member, maintenance heads, and even a U.S. Air Force General. 

“My great uncle was General Carl A. Spaatz in the U.S Air Force. He was their first Chief of Staff during World War II”, she says. “If my dad were here, he would tell you aviation is in my blood. But for me, joining the industry was a conscious and thoughtful choice.”

Carlon earned a communications degree at the University of Florida before venturing into aviation marketing. She served as a social media manager at Flying Magazine and later joined aircraft management group Leviate Air Group as marketing coordinator where she managed brand campaigns and events that enhanced the company’s visibility within the business aviation sector.

As director of marketing at Elevate, Carlon understands the importance of having a good knowledge of the industry, especially around aircraft maintenance and flight operations, as it helps her to convey powerful marketing messages. That’s especially important now that the aircraft charter and brokerage services market is becoming saturated. 

Standing out from the crowd means staying on top of how marketing is evolving. “There will be an increased level of AI influence across CRM, social media, email marketing and website configuration to boost social acceptance of new aerospace and aviation technologies,” notes Carlon.

As a woman in aviation, Carlon prioritizes being respected for her abilities, not just because she is a woman. “I hope to be respected for my intelligence within aviation marketing, become a veteran in this industry, and have a lasting impact,” she says.

She is also active in mentoring young women to achieve their aviation careers. One of her mentees recently became a flying instructor at Delta Air Lines.

For girls interested in aviation, Carlon urges them to learn as much as they can as that’s the best way to grow.

Related Articles:

• FL3XX’s Christine Hannon on the power of representation
• How Maseka Kithinji is making aviation accessible to girls in Africa
• Maintenance manager Denise Buklis on finding the right fit in aviation
• Airbus’ Nicole Dreyer-Langlet details her journey in leadership

All images credited to Grace Carlon