Lift Industry News
Spring 2026 | Q2 Issue 16
What is your role as Managing Director, and what does a typical day look like for you?
It's quite a busy role! I work across all the functions – sales, operations, finance, marketing, engineering, product development and more. It's a mixture of directing the strategic path as well as managing the day-to-day operations, firefighting and problemsolving. It's a very broad world, very varied, and you really get involved in everything. One week you can be heavily focused on strategy, the next you might be looking at machinery or something that's not working and how you’re going to replace it. It’s a very wide-ranging role, which is why I enjoy it.
There are no typical days, it depends on what the big topic of the moment is. I might be really involved in a particular project launch, or if we’re coming up to year end, I might be very focused on the financial results. I tend to look at what's happening within the organisation and the problems we’re trying to solve or the priorities at that moment.
A Life in the Day
Leading the way with lift communication and safety systems, Avire has been serving the industry for over 50 years. Avire is part of Halma, a global group of life-saving technology companies. We chatted with Avire’s Managing Director, Kirstie McCormack, to find out more about her role and the importance of diversity in the industry.