New Safmarine CEO will build on growth

As Safmarine CEO Grant Daly
prepares to step into his new
post, his first challenge will
be to maintain and build on
the good growth delivered by
Safmarine over the past few
years – and ensure that the line
maintains its distinctive brand
offering in the new AP Moller-
Maersk business model.
“Customers must be able to
tangibly differentiate us and
make a conscious choice in
relation to other competitors in
the market,” he told FTW from
Antwerp last week.
Visibility is a strong element
of his marketing plan. “It’s
important to go out and meet
the customers and provide
context and assurance that the
1400 Safmariners worldwide
are committed to making a
difference.
“We believe that we’re able
to provide the best of both
worlds – personal relationships
with our customers combined
with the best-in-class product
and efficiency.”
And while Daly is realistic
about the difficult and
uncertain market conditions
that lie ahead, particularly
in relation to the Eurozone
crisis, he believes in focusing
on the elements under his
control – and that’s the
customer experience.
While year-end figures
have not yet been released,
Daly estimates that Safmarine
carried 8% more volume in
2011 than in 2010. And he’s
looking for more of the same
for this year.
Following the restructuring
of the line last year, alternative
opportunities are still being
sought within the group for
the 22 South African staff
members whose positions have
been made redundant, but
there are likely to be a number
of retrenchments, he told FTW.
Globally, almost 40% of the
Safmariners whose jobs were
affected by the restructuring
have been offered employment
within the group or elsewhere,
he said.
As the changes take effect,
it’s ‘business as usual’ in terms
of the services offered, he
added.
“We will continue to
operate on the same trades
as previously. Our focus is
on ensuring growth in those
trades.
“Our core markets within
our strategy are Africa, the
Middle East and Indian
subcontinent – with Africa our
key focus.”
South African-born Daly,
who is currently Safmarine’s
head of the MPV (Multi-
Purpose Vessel) unit, replaces
Tomas Dyrbye, who has
been CEO for the past two
and a half years. Daly joined
Safmarine 17 years ago after
graduating from the University
of Stellenbosch with a
Bachelor of Economics degree.
His appointment follows
the announcement in October
last year of the intention of
Maersk Liner Business to
integrate the corporate and
regional management activities
of Safmarine into those of
Maersk Line, while retaining
a separate Safmarine.
As new CEO, Daly will
be based in Copenhagen,
Denmark where he will report
to Hanne B Sørensen, Maersk
Line’s chief commercial
officer.