Tabula Appoints Aviation Executive Jonathan Gooch as Director of Sales, North America

Melbourne, Florida, USA, August 24, 2026 — Tabula, a global leader in connected job and fleet management, is continuing to expand within the United States, welcoming Jonathan Gooch as its new Director of Sales, North America. 

Jonathan ‘Gooch’ Gooch brings more than 16 years of aviation and operational leadership experience to support Tabula’s next phase of growth in North America.

Gooch joins Tabula at a time of continued investment in the North American market, where the company is expanding its presence across aerial application, mosquito control, agriculture, horticulture and emergency response. Bringing experienced industry leaders into the US team is part of Tabula’s commitment to building its presence in the market with people who understand the realities of complex field operations.

Gooch said:

“What drew me to Tabula is the opportunity to work with technology that solves real operational challenges. I’ve spent much of my career working alongside aviation operators and understand the importance of having the right information in the right place at the right time. I’m excited to bring that experience to Tabula and build relationships with operators across the US and Canada.”

With deep roots in agricultural aviation, Gooch began his career supporting his family’s aerial application business before progressing into senior leadership roles across helicopter operations, private aviation and aviation services. Throughout his career, he has worked closely with operators to improve operational performance, support business growth and lead organizational change in highly specialized aviation environments.

Most recently, Gooch served as Chief Operating Officer of Northern Jet & the HeliTeam, providing strategic leadership across a portfolio of aviation businesses supporting agricultural aerial application and private aviation. His combination of operational leadership and industry knowledge gives him a strong understanding of the challenges facing many of Tabula’s customers and partners across the United States.

Michael Whittaker, Tabula CEO, said: 

“The United States is an important growth market for Tabula, and we’re committed to investing in the people, products and partnerships needed to grow our presence here. Gooch brings an exceptional combination of operational experience, industry knowledge and commercial leadership. Having someone of his caliber join the team is an important step in where we want to take Tabula in the US and Canada.”

George Stevens, President – USA, said:

“Gooch understands these industries from the operator’s perspective, and that’s incredibly valuable for us. He knows the challenges our customers face because he’s worked in these environments himself. I’m looking forward to working alongside him as we build new relationships, support our existing customers and continue growing Tabula across the US and Canada.”

As Director of Sales, Gooch will work with customers across North America to connect planning, field operations and operational records through Tabula’s platform. He will also focus on expanding Tabula’s footprint, building new industry relationships and supporting the company’s next phase of growth.

About Tabula: 

Tabula provides job management, guidance and tracking solutions across agriculture, horticulture, aviation and vector control — helping connect complex operations, reduce admin and keep teams safe both in the field and in the air. 

Founded in New Zealand in 2006 as TracMap, Tabula now works with 3,500+ customers in 16 countries. Tabula logs a combined total of over 60,000 jobs a month, covering 2.7 million hectares. The growing Tabula team serves customers from bases in New Zealand, Australia, USA and the UK. 

Visit tabula.live to learn more.