did she "not understand why the staff weren't engaged" or simply didn't care or even a problem too big to tackle
Good point galdian. The second part of your statement follows on from the first. She couldn't understand why the staff of a relatively new company were not more excited and enthusiastic but her solution was to not care about it and just go about her self-promotion agenda. what she didn't understand was that a lot of the staff had worked for other airlines and were not buying into the corporate hoopla (even the ex-Impulse staff were not enthusiastic, as they preferred being branded QantasLink) and the young marketing and aviation graduates were just using Jetstar as a foot in the door to go to a better paying job, usually at Qantas.