In The Seat | Lida Ha, Regional Sales Manager

Tell us about your role as Regional Sales Manager…

As Regional Sales Manager, my primary responsibility is the development and management of the regional sales pipeline. Cultivating this pipeline ensures we consistently meet business targets and drive sustainable revenue growth forward. Working closely with the team, helps with the creation of strategic sales plans, identify new market opportunities, and maintain strong, long-term customer relationships.

I am also actively involved in bid management and contract negotiation, aligning our sales strategies with Mirus’s broader business objectives. I collaborate with marketing, engineering, and programme teams to guarantee that our seating products meet the specific requirements of our customers.

Another critical part of my role involves conducting regular market analysis, gathering customer insights, and monitoring competitor activity. This helps Mirus stay ahead of emerging trends and assists in the development of products that continually meet market demands.

You have a wealth of experience in sales, tell us about this and how your journey lead you to Mirus…

After earning my dual degrees – a Bachelor of Science and Technology and an MBA with a specialisation in International Business – I have always been passionate about both the technical and commercial aspects of my roles. My aviation career started in business development for aerospace and defence companies in France.  From there I developed a particular interest in aircraft interiors within the civil aviation sector.

My second role at an aircraft passenger seat company, is where I honed my expertise in the cabin interior business. I truly enjoyed my time there, not only for the opportunity to immerse myself in an international environment – collaborating with worldwide airlines, aircraft OEMs, and MROs – but also the chance to drive significant growth, helping products gain recognition within the industry.

For personal reasons, I relocated from France to Germany in early 2024, where I was presented with an excellent opportunity to join Mirus.
Knowing Mirus was a dynamic and fast-growing aircraft seating company which was rapidly being recognised for its significant achievements and vast potential, this really aligned with my passion and ambitions.

I really want to contribute to the Mirus journey and am confident in their vision of being a leading OEM, which is why I was keen to join the team!

You’ve worked in aircraft interiors for more than a decade, what is the biggest change that you have seen in the industry within that time?

One of the most significant changes I’ve seen is the increased focus on both new digital inflight experience and also sustainability.

Initially, design and innovation were largely centred around functionality. However, as airlines and OEMs increasingly prioritise passenger engagement, there’s been a shift towards creating more customised and enjoyable flying experiences. This includes the integration of smarter IFE systems, USB charging ports, and in-flight Wi-Fi, enabling passengers to stay connected throughout their journey. A growing trend is also emerging in wireless IFE services, allowing passengers to stream content on their own smartphone or tablet. Additionally, features like personal electronic device (PED) holders integrated into seatbacks further enhance comfort and convenience.

Sustainability has become also become a core priority for aerospace. The industry is adopting lightweight materials to reduce aircraft weight and improve fuel efficiency. There is also a strong emphasis on durability and end of life recyclability to lower the overall carbon footprint.

Born and raised in China, what brought you to Europe?

I was born in the Xinjiang Uyghur Autonomous Region of China, a culturally rich area bordering several Central Asian countries. Growing up among Uighur, Uzbek, Kazakh, Tatar, Tajik, Mongol and Han communities, I developed a deep appreciation for diversity, which sparked my curiosity about the world.

I attended Mandarin schools from a young age, and this solid educational foundation paved the way for me to pursue a degree at one of China’s top technological universities in Dalian – a vibrant coastal city 4,500 km away from my hometown. The experience of moving across the country broadened my horizons, but as I approached graduation, I realised I wanted to explore even further.

Thanks to University and Master’s Programme partnerships between China and some European countries, along with my strong interest in the French language and culture, I moved to France after graduation. During my more than 12 incredible years there, I experienced significant academic and cultural growth. Recently, I decided to follow my partner to Germany, where I work remotely for Mirus.

Tell us about some of standout moments so far with Mirus…

Since joining Mirus this year, one standout moment was the 2024 Aircraft Interior Expo in Hamburg. The preparation for this major exhibition was extensive. It was great to collaborate closely with colleagues to ensure the show seats were ready, and participate in training sessions for product demonstrations to effectively showcase our products.

I welcomed over 150 delegates and presented our newly launched and existing products while conducting business meetings. This provided a fantastic opportunity to connect with our customers and partners.

What do you love about your job at Mirus…

I love that my role allows me to have a direct impact on the company’s growth as a leading aircraft seating OEM, alongside a supportive management team who are open minded and truly value our input.

The international scope of my work, provides opportunities for me to engage with customers and partners across diverse markets and cultures. Travelling internationally is always a rewarding experience as it deepens my understanding of global markets and strengthens my relationships with customers.

Outside and alongside Mirus what do you enjoy doing?

Travelling is a passion of mine. I enjoy connecting with new people, exploring art, and discovering culinary dishes and cultural traditions around the world. Running helps me stay fit and clears my mind. I also take part in dance and yoga courses which provide me with a wonderful way to express myself and find balance in my life.