Meet the Team

SellUe Organisation Chart

David Baily
CEO & Program Director

David is a highly experienced member of the aviation community specializing is component management across many companies and many roles. From SIFCo, to Chromalloy, to Primus International, to Moog. From a Parts Inspector, to Product Lead, to Group VP Sales/Marketing, to Facility GM, to Group Operational Director.

David holds a Degree in Business & Marketing, a Higher Diploma in Coaching and Coaching Psychology, and also attended/received qualifications from the European Management Institute in Brussels, and The Grubb Institute in London.

Starting at a general operative with SIFCO Turbine Components in Cork in 1986 David spent 20 years moving from position to position until being appointed VP of Sales and Marketing for the SIFCO Aerospace Group. Over the next 10 years David worked for Chromalloy as Managing Director of the Thailand facility, Operations Director over Chromalloy’s European, Middle East and Asia Facilities, for Primus International/Precision Cast Parts as VP GM, and then for Moog, heading up their aftermarket unit for Europe, Middle East & Africa.

One of the constants within David’s approach has been the set up and use of systems, structures and processes to produce simple and clear business drivers. With a desire to set up his own business David returned to university and attained the Coaching Psychology qualification in 2016. Having set up SellUe David now works to support the Aviation industry through using the experience gained over many years, the employment of systems and structures, all utilised with a coaching approach.

Living in Ireland, David is married to Colette, has four children, is an avid cyclist, and loving life 😊.

Deirdre O’Doherty
Technical Director

Deirdre is a qualified aircraft maintenance engineer having over 30 years’ experience in the aviation industry with particular expertise in technical documentation for the aircraft finance & leasing sector.

Having originally trained and worked for a number of years in aircraft overhaul both at Shannon Aerospace and at Swissair’s Aircraft heavy maintenance facility in Zurich, Switzerland, Deirdre subsequently spent seven years in the United States first working in automotive manufacturing quality control and then as an airline quality control auditor for Pan American Airways.

Following her return to Ireland in 2002 Deirdre took up a position with Aerotech Aviation Services as a technical consultant on technical documentation. Deirdre subsequently set up her own consultancy in the same sector and for the past 18 years she has provided a specialised service to many of the World’s top Aircraft Finance & Leasing companies in which capacity she has travelled globally to manage the on-site audit and reconstruction of aircraft maintenance and technical documentation during multiple airline bankruptcies/repossessions as well as scheduled aircraft lease returns.

Deirdre holds a London City and Guilds certificate in aircraft maintenance and a US Federal Aviation Administration Airframe & Powerplant aircraft maintenance engineer’s license.

Phill Parsons
Analytics & Prog. Director

Following an undergraduate apprenticeship, Phill has been in the aviation industry for over 40 years initially with British Aerospace developing and testing aircraft systems. He then moved into customer services providing technical support on hydraulic, landing gear and flight control systems directly to aircraft operators.

Following two and a half years in Toulouse, France, Phill has held technical support roles within Dowty Aerospace, Smiths Aerospace, GE and finally Moog where he utilised his technical knowledge in a business development environment negotiating support contracts with European MRO’s, parts traders, and aircraft operators.

During a 1-year secondment Phill identified the aftermarket strategy for the support of 8 major platforms across 6 sites for Smiths Aerospace and the recommendations were accepted which included the rationalization of existing sites and setting up capabilities in new locations.
With a BSc Degree in Aeronautical Engineering, and using a data driven approach, Phills broad experience has covered the management of inventory, repair workshop, retrofits, and engineering. He has been a “Customer Care” coach and has worked closely with Airbus, Boeing, Fokker, and BAe and many of the European “blue chip” operators focusing on end-of-life program management within the aftermarket environment.
Now based in Shropshire in the UK, Phill is married with two children and is a keen golf player and assists in running a badminton club in his spare time.

Pat Hattie
Quality & Audits Director

Pat Hattie has worked in the aviation industry for over 50 years, initially with Aer Lingus for 8 years, Pat transferred to Airmotive Ireland (Jet Engine Overhaul Facility) in 1981 and following several years as Repair Manager with responsibility for parts refurbishment, he transferred to the new Airmotive Ireland-Pratt & Whitney Joint venture PWA International (Jet Engine Cases Repair facility). As Production Manager he was involved in the setup and running of the facility and operations. He moved to Cork in 1994 to join SIFCO Turbine Components.

With a background in machining Pat started his career in Production and has worked on aircraft structures, undercarriage, engine component repairs including discs, shafts, casings, and turbine components. He has been involved in workflow planning, strategic planning, facility layouts and evaluating equipment and machinery for engine component repair.
Within SIFCO Pat has been involved in Engineering, Production, Facility Maintenance, Project Management and headed up the Quality Assurance function. He transferred to SR Technics following the sale of SIFCO Aero business in Ireland to SR Technics in 2006.

Until his retirement in 2016 He was Director of Quality for SR Technics Airfoil Services Ltd. (SRTAS), heading up the Quality Assurance function and coordinating the implementation of Lean manufacturing process throughout the facility and obtained a Black Belt in Six Sigma Lean Manufacturing from Cork Institute of Technology (now Munster Technology University)
SRTAS repair Hot and Cold engine section airfoils and seals for Rolls Royce and CFM engines.

Since retiring from SRTAS Pat has been supporting a number of organisations with Quality Assurance requirements.
For further information please email [email protected]

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