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.