Smart Tray International, LLC. Headquarters
©2011-2014 • All rights reserved • Smart Tray International, LLC       Tel:  +1.602.553.1988        2999 North 44th Street, Floor 2  Phoenix, Arizona 85018 USA
                       Nick Pajic | CEO

David brings more than 20 years in marketing, sales, and flight operations of business turbine aircraft and services. Most recently David served as Vice President of Hawker/Beechcraft for the Western United States. Prior to Beechcraft, David was with Gulfstream Aerospace for 7 years as Sales Director for the Western Rocky Mountain Region where he sold the entire Gulfstream jet product line.

David was previously a Sales Demonstration Pilot for Bombardier Aerospace rated as captain in the Global Express, Challenger 604, and Lear Jet aircraft. His professional flying career started as a pilot in the United States Air Force and Air National Guard, flying the T-37, T-38, and F16C aircraft. Coppock also holds type ratings in the Falcon 900 and Boeing 737 as well as a sea plane rating.

Coppock received his bachelor’s degree in political science from the University of Iowa in 1988. He is also a board member for a non-profit organization in Paradise Valley, Arizona.
David Coppock | COO, EVP Sales & Marketing

For over 25 years, Jay has been at the senior management level in the specialty chemical, automotive, and aerospace fields. Jay's particular focus has been in product design and development, quality, lean manufacturing, and operations.  Through the implementation of lean manufacturing and practical product design techniques, Jay has been successful implementing world class manufacturing processes to promote product enhancements that raise the overall quality of the airline customer experience.

Most recently, Jay served as the GM of Dixie Aerospace Interiors, a leading aerospace interiors PMA development and manufacturing company specializing in interior cabin applications particularly in cabin seating and enhanced customer experience applications.

Jay holds BS degree from the University of Southern Mississippi.
Jay Esty | CTO, Vice President Manufacturing


Tel +49 (0) 95 71 947 907 0

SmartTray International, LLC
Tel +1.602.553.1988
2999 North 44th Street, Floor 2  Phoenix, Arizona 85018 USA
Nick Pajic is the Founder & CEO of SmartTray International, LLC, and Chairman of the Board of Directors. A successful serial entrepreneur and inventor, Pajic has more than 25 years experience in building and managing start-up companies in publishing and media industry. Prior to launching SmartTray International in 2011, Pajic pioneered patented advertising on the airline tray tables in 2003 onboard America West and US Airways and published inflight magazines for TWA and Western Pacific Airlines. Earlier in his career he held engineering positions at Bechtel, working on nuclear power plant projects.
His former airline media company, SkyMedia, that he founded and grew from the ground up, sold for $38 million in 2008 in a packaged transaction worth $157 million.
Mr. Pajic is a member of several industry organizations, and participates in panels, discussion forums, and meetings world-wide for the Travel & Transportation industry. Under Pajic’s leadership, in 2013, SmartTray was awarded "Nercomer of the Year" at the APEX Industry Symposium, and was nominated finalist for the Avion Award for "The Best Achievement in Technology".

Mr. Pajic earned his degree in Electronics Technology from the Cleveland Institute of Technology.

Charlie DiToro | Member of the Board of Directors

Recognized with prestigious industry awards for his innovative sales strategies, people management skills and leadership, Charlie has been highly effective in successful turnarounds of bankrupt and revenue deficient businesses and has managed sales organizations toping 500 individuals including building small startup companies to multimillion enterprises.

Most recently, Charlie served as President of Brite Media Group, a leading specialty out-of-home advertising company. Before joining BMG, Charlie served as Chief Operating Officer of Clear Channel Taxi Media; COO of Taxi Media, a company Charlie grew from 3 markets and $6 million in annual sales to 14+ markets and more than $55 million in annual sales; Regional President of Commodore Media, a/k/a Capstar Broadcasting and AMFM; and Director of Sales & Development for COX Cable Communications.

Charlie holds a degree in Marketing from Florida State University.

Dr. Mark Guadagnoli, Ph. D. | Director, Passenger Experience

For the past 20 years, Dr. Guadagnoli has worked in the area of corporate optimization with companies such as, where he developed their corporate university, developed and ran executive off sites and worked on performance optimizations with their executive team.  Dr. Guadagnoli has also worked with companies such as Bose, Ford Motor Company, Gemvara, General Motors, Google, Sony, and Panasonic.

Dr. Guadagnoli has taught at several universities including Harvard University, UCLA, UNLV, and USC and has been featured in the New York Times and other international publications. He received his undergraduate and M.S. degrees at Texas A&M University, and Ph.D. at Auburn University (Human Performance: Cognitive Psychology).
Dr. Guadagnoli is currently a faculty member at UNLV and Senior Scientist at Triad Consulting, Inc.

Aaron Moncur | Director of Products Development

Aaron has been in the product development field for over 10 years. He has worked on projects ranging in diversity from iPhone cases to medical devices to solar power equipment to inflight entertainment. During his engineering and product development career, Aaron increasingly became aware of the need for a stronger integration between engineering and design aesthetic. In June of 2009, he bridged that gap by founding Pipeline Design & Engineering, LLC

Pipeline works closely with established companies as well as individual inventors to develop new products, and provides mechanical engineering, industrial design, and electrical engineering services.  Aaron holds a B.S. degree in mechanical engineering from Brigham Young University, and a M.S. degree in biomechanical engineering from Arizona State University.


SmartTray International, LLC, is an innovation leader
and pioneer of proprietary, simple, low cost, tablet
device in-flight entertainment (IFE) platforms that
embrace proven, user friendly cutting edge
technologies designed to greatly enhance travelers’
experience and make the cabin safer for passengers
and inflight crews.
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