Pete Roberts is a technology and aviation industry leader whose career has focused on integrating operational systems, data, and emerging technologies to improve airline performance. His experience spans airline operations consulting, enterprise technology programs, and large-scale systems integration initiatives across the aerospace sector.
Pete’s career foundation was at Roberts Roach & Associates, the highly successful airline consulting firm founded by his father, Phil Roberts. During a period when airlines were rapidly modernizing their operational systems, Pete helped lead the firm’s early adoption and integration of technology solutions that supported maintenance, operations planning, and operational performance analysis. This experience gave him a unique foundation—combining deep operational understanding with a systems-driven approach to improving airline performance through data and technology. Building on this industry experience, Pete completed the Executive MBA (EMBA) program at Embry-Riddle Aeronautical University, where he further strengthened his ability to apply systems thinking and a data-centric perspective to aerospace business challenges. His academic work complemented his practical experience in aviation technology, reinforcing the importance of aligning enterprise systems, operational workflows, and strategic business outcomes.
Pete then led critical Technical Operations systems implementations, upgrades, and operational transformations at several airlines across different stages of growth and change. His experience includes innovative start-up air taxi operator DayJet, contributing to the successful operational turnaround and growth transition from ValuJet Airlines to AirTran Airways, and helping navigate significant fleet and operational expansion at Alaska Airlines through the acquisition of Virgin America and the ongoing integration of Hawaiian Airlines. These programs required careful coordination of technology platforms, operational processes, and organizational change to ensure continuity of maintenance and engineering operations during periods of rapid transformation.
Pete is widely recognized for his deep expertise in Maintenance, Repair, and Overhaul (MRO) technology systems, particularly the TRAX eMRO platform, which he has successfully implemented at multiple airline operators. Through these implementations, Pete has developed one of the industry’s most comprehensive understandings of how technical operations systems must be configured, integrated, and supported to deliver operational value. Drawing on his consulting background, Pete strongly emphasizes that successful system implementation is never just about technology. His approach balances system architecture and IT expertise with a strong focus on business process integration, operational adoption, and structured change management—all critical elements required to ensure that new technology delivers measurable improvements in airline maintenance and engineering performance.
Pete’s experience spans both the operational and technical dimensions of airline systems. He brings a deep understanding of technical operations processes as well as the underlying IT infrastructure that enables them, including system architecture, integrations and interfaces, data flows, system configuration, and enterprise reporting environments. This combination of operational insight and technical depth has been key to his success in helping airlines deploy complex technology ecosystems that support reliability, efficiency, and scalability.
At Alaska Airlines, Pete has been involved in initiatives focused on integrating modern technology solutions across maintenance, engineering, and operational data environments, including programs related to the TRAX ecosystem and broader enterprise integration strategy. His work emphasizes creating scalable architectures that connect operational systems, improve data visibility, and enable more effective collaboration across maintenance, planning, materials, and engineering teams.
At the Aircraft IT Conference, Pete will share insights into Alaska Airlines’ approach to integrating multiple operational technologies into a unified ecosystem—highlighting lessons learned from real-world implementations, the importance of aligning systems with operational processes, and how a data-driven architecture can support more efficient airline operations, improved reliability, and long-term digital transformation.