Beyond the 100% Recyclable Claim: What True Circularity Really Means for Packaging

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In recent years, many packaging companies have proudly embraced the label “100% recyclable”. At first glance, it sounds like a bold step toward sustainability. But in reality, recyclability is only one part of a much larger conversation. True circularity goes beyond whether an item can technically be recycled—it requires a system-wide approach that considers design, infrastructure, consumer behavior, and reuse models.

The Limits of “Recyclable”

A package may be recyclable in theory, but in practice, much of it still ends up in landfill. This gap exists because:

  • Infrastructure varies globally: What can be recycled in one region may not be accepted in another.

  • Contamination rates are high: Food residue or mixed materials often make packaging unsuitable for recycling.

  • Economic viability: If recycled material is more expensive than virgin alternatives, uptake is limited.

Simply claiming recyclability without addressing these barriers risks falling into greenwashing rather than achieving genuine impact.

Defining True Circularity

Circularity in packaging goes beyond disposal—it aims to keep materials in use at their highest value for as long as possible. This involves:

  1. Designing for longevity and reuse – moving away from single-use formats toward refillable or modular solutions.

  2. Using renewable or recycled inputs – reducing dependency on virgin fossil-based materials.

  3. Building closed-loop systems – ensuring that collection, sorting, and reprocessing actually happen in practice.

  4. Embedding accountability across the value chain – from brand owners to consumers, collaboration is key.

True circularity doesn’t just minimize waste; it transforms packaging into a resource that continuously feeds back into the system.

The Leadership Imperative

For businesses, the challenge is not just technical but cultural. Shifting from a “recyclable” mindset to a truly circular model requires:

  • Innovation-driven leadership to rethink packaging design and supply chains.

  • Cross-industry collaboration with governments, recyclers, and technology providers.

  • Transparent communication that builds trust by demonstrating measurable progress, not just aspirational claims.

As consumer expectations evolve and regulations tighten, companies that embrace genuine circularity will be positioned as leaders in sustainability—and in the eyes of future talent.

Call to Action

At Athena Executive Search, we partner with forward-thinking businesses in packaging, materials, and sustainability who are shaping the future of circular solutions. If your organisation is looking to strengthen its leadership team and accelerate this transition, we can help you find the right talent to make it happen.

📩 Get in touch with us today at enquiries@athena-executive.com to start the conversation.

Sustainability in Packaging and Print: Why Technical Directors Must Lead the Change

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The packaging and print industry is undergoing one of the most significant transformations in its history. Driven by global regulation, consumer awareness, and corporate responsibility, sustainability is no longer an optional extra—it is a fundamental expectation. For Technical Directors, this shift is redefining what it takes to succeed and lead in the sector.

From “Nice-to-Have” to “Non-Negotiable”

A decade ago, sustainability was often treated as a marketing advantage or CSR talking point. Today, it is a baseline requirement. Clients—whether multinational FMCG companies, retailers, or start-ups—are under immense pressure to reduce environmental impact across their supply chains. They are demanding packaging that is recyclable, made from renewable or responsibly sourced materials, and produced through processes that minimise carbon emissions.

This shift means packaging and print suppliers cannot simply “add on” sustainable practices. They must embed them deeply into their technical operations, processes, and innovations.

Why Technical Directors Are Central to This Change

Technical Directors are uniquely placed to bridge the gap between client expectations, regulatory frameworks, and operational capabilities. Their decisions shape everything from raw material choices to machinery investment, production efficiency, and end-of-life solutions.

Key areas where Technical Directors can make a measurable difference include:

  • Material Innovation – Selecting sustainable substrates, inks, and coatings that perform without compromising recyclability.

  • Process Efficiency – Reducing waste, water, and energy usage through leaner, smarter manufacturing.

  • Compliance & Foresight – Staying ahead of evolving legislation, such as Extended Producer Responsibility (EPR) and single-use plastic bans.

  • Lifecycle Thinking – Designing with circularity in mind, ensuring packaging can be reused, recycled, or composted effectively.

Without technical leadership in these areas, companies risk falling behind competitors and losing contracts with clients who see sustainability as non-negotiable.

Standing Out as a Candidate in Today’s Market

For senior professionals, particularly Technical Directors, demonstrating sustainability expertise has become a differentiator. In fact, it can be the factor that secures a role in a competitive field.

Candidates who want to stand out should:

  • Show measurable impact – Highlight projects where you reduced waste, improved recyclability, or cut energy usage, with tangible metrics.

  • Demonstrate regulatory awareness – Showcase your understanding of current and upcoming environmental legislation.

  • Champion innovation – Emphasise how you have driven or supported R&D in sustainable materials or technologies.

  • Prove commercial value – Link sustainability achievements directly to client retention, new business wins, or cost savings.

Employers are not just looking for technical excellence—they want leaders who can position sustainability as a driver of both compliance and commercial growth.

The Bottom Line

For the packaging and print industry, sustainability is not a passing trend—it is the new standard. Technical Directors who can demonstrate deep expertise in this area will not only future-proof their organisations but also distinguish themselves as indispensable leaders in a sector under pressure to change.

In today’s market, the message is clear: sustainability is no longer a “want” from clients—it is a demand. And the leaders who can deliver on it will set themselves apart.

📩 If you’re a senior technical professional looking to strengthen your position in the packaging and print industry—or a business seeking leadership that can deliver on sustainability goals—get in touch with us at enquiries@athena-executive.com.

Smart + Sustainable: The Next Frontier in Packaging and Print

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The packaging and print industry is undergoing one of the most significant transformations in its history. The convergence of sustainable materials and smart technologies is reshaping the way products are designed, produced, and consumed. This shift is not a passing trend—it represents a structural redefinition of packaging’s role in the global value chain.

1. A Materials Revolution with Purpose

The move toward circularity has gained real traction:

  • Compostable and fiber-based substrates are no longer niche but commercially viable, offering scalable alternatives to petroleum-based plastics.

  • Biotransformation innovations, such as masterbatch additives that allow plastics to degrade harmlessly within months, are disrupting long-standing assumptions about waste management.

  • Edible and farm-derived packaging (e.g., mycelium, algae, and millet-based materials) is emerging as a radical approach to reducing single-use waste.

This wave of innovation is not merely about compliance with regulation—it is about designing packaging with intention: to reduce impact, to tell a sustainability story, and to serve the end consumer responsibly.

2. Intelligent Packaging: Function Beyond Containment

Smart packaging has moved well beyond novelty. It is becoming integral to how brands create value:

  • Traceability and transparency through QR codes, NFC tags, and RFID enable consumers to verify authenticity and understand a product’s lifecycle.

  • Embedded sensors are unlocking new applications in pharmaceuticals and perishable foods, extending shelf life and improving safety.

  • Augmented experiences, from virtual unboxing to digital brand storytelling, are turning packaging into a direct communication channel.

For industry leaders, this is no longer about adopting a single feature—it is about building an ecosystem of intelligence that connects the physical and digital worlds.

3. The Economics of Sustainability

The financial case for sustainable packaging is increasingly clear. Amazon’s decision to cut single-use plastics by 16%—saving over 74,000 metric tons in a single year—demonstrates that eco-conscious strategies can align with cost optimization and customer satisfaction. Right-sizing boxes, eliminating excess filler, and transitioning to recyclable paper have improved efficiency and reduced damage claims, while reinforcing brand trust.

This example underscores a critical truth: sustainability is no longer a cost center—it is a value driver.

4. Industry Tensions and Strategic Imperatives

The opportunities are immense, but so are the challenges:

  • Cost vs. Scale: Many next-generation materials remain expensive or lack the infrastructure to scale, limiting accessibility for smaller players.

  • Complexity vs. Adoption: Smart packaging requires new capabilities—data integration, sensor deployment, and advanced printing—that may exceed the resources of traditional converters.

  • Performance vs. Compliance: Striking the right balance between functionality, durability, and environmental credentials remains a central engineering challenge.

Leaders who can navigate these tensions—by partnering across the value chain and investing in R&D—will define the competitive landscape of the next decade.

5. Why It Matters for Industry Specialists

For specialists in packaging and print, the implications are clear:

  • Differentiate strategically by combining sustainability with intelligence.

  • Future-proof operations against tightening global regulations on recyclability and plastic use.

  • Redefine consumer engagement by turning packaging into both an experience and a channel for trust.

  • Collaborate across disciplines, from material science to digital integration, to unlock scalable solutions.

This is a moment not only to adapt, but to lead.

Conclusion

The fusion of eco-innovation and intelligent design is transforming packaging from a passive container into an active, sustainable, and connected medium. Those who embrace this transformation will not only meet consumer and regulatory expectations—they will shape the very future of the industry.

📩 To explore how your organization can lead in sustainable and intelligent packaging, contact us at enquiries@athena-executive.com.

Driving Digital Transformation in Packaging: A Leadership Blueprint for Technical Directors

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Introduction — The Turning Point in Packaging & Print

The packaging and print sector stands on the cusp of a transformative era. From evolving consumer expectations to tightened sustainability and regulatory mandates, Technical Directors must adapt urgent challenges into strategic opportunities. For executive search pioneers like Athena Executive Search, spotlighting these innovations offers both thought leadership and valuable alignment with top-tier executive talent.

1. Embrace Smarter Sustainability in Line with Regulation

Sustainability is no longer a buzzword—it’s a business imperative. The pace of regulatory change across the EU, UK, and beyond is accelerating:

  • Extended Producer Responsibility (EPR) schemes are increasing accountability for packaging waste.

  • Plastic taxes and bans are pushing innovation in alternative substrates.

  • Carbon reporting requirements demand precise measurement and disclosure.

To meet these pressures, Technical Directors must invest in:

  • Eco-conscious materials: Biopolymers, recycled substrates, and compostable inks.

  • Circular design: Recyclability and reuse strategies that anticipate regulatory compliance.

  • Process efficiency: Cutting energy, water, and waste not only saves costs but also ensures adherence to environmental legislation.

Why it matters: Operational gains and regulatory alignment increasingly hinge on responsible packaging. Leaders who can anticipate—not just react to—legislation will safeguard both compliance and competitiveness.

2. Navigate Emerging Regulatory Trends Proactively

Technical Directors face a fast-changing compliance landscape that directly impacts packaging and print:

  • European Green Deal and Packaging & Packaging Waste Regulation (PPWR): setting ambitious targets for recyclability and reusability.

  • Global supply chain laws: Increasing scrutiny on sourcing transparency and ethical production.

  • Chemical regulations (REACH, TSCA): Restrictions on inks, adhesives, and coatings requiring technical substitution strategies.

  • Labeling mandates: From digital product passports to clearer recycling instructions, packaging must become more informative by law.

Why it matters: Regulatory frameworks are no longer regional—they’re global and interconnected. Technical Directors who can translate complex compliance into innovative design and production processes will not only avoid costly penalties but also win consumer trust.

3. Champion Automation & Industry 4.0

Modern manufacturing demands agility, precision, and intelligence:

  • Advanced robotics: Automate repetitive, precise tasks—freeing teams for higher-level strategy.

  • Sensor-driven quality control: Real-time monitoring ensures consistency and supports compliance traceability.

  • Data analytics and digital twins: Model production systems virtually to anticipate both performance and regulatory bottlenecks.

Why it matters: Integrated automation isn’t just about cutting costs—it’s about future-proofing operations against tightening quality and safety standards.

4. Foster Cross-Functional Innovation and Collaboration

To thrive, Technical Directors must bridge gaps:

  • R&D synergy: Integrate design, materials, and compliance requirements early in development.

  • Production–marketing alignment: Ensure feasibility, regulatory messaging, and consumer engagement come together seamlessly.

  • External partnerships: Collaborate with regulatory experts, material scientists, and technology vendors to stay ahead of the curve.

Why it matters: Compliance is no longer a siloed responsibility. It requires cross-functional collaboration to ensure packaging solutions are both innovative and legally sound.

5. Prioritize Talent Development & Leadership Resilience

Technology and regulation advance—but talent remains at the forefront:

  • Cross-disciplinary training: Equip teams to understand new materials, digital tools, and compliance frameworks.

  • Change leadership: Guide teams through disruption with vision and clarity, especially when regulations reshape business models.

  • Succession planning: Build future leaders who can handle not just operational pressures but regulatory complexity.

Why it matters: Human capital is your most enduring asset. Developing teams that are compliance-savvy ensures continuity and resilience.

6. Adopt a Data-Driven Mindset

From machine uptime to carbon reporting, data matters:

  • KPIs that count: Track metrics like recyclability rates, material yield, carbon footprint, and regulatory audit readiness.

  • Live dashboards: Provide real-time transparency across compliance-critical data.

  • Predictive analytics: Anticipate failures, maintenance needs, or sustainability targets before they fall short.

Why it matters: Data is the bridge between operational efficiency and regulatory compliance.

7. Position Packaging as a Strategic Brand Enabler

Today’s packaging communicates far beyond product protection:

  • Smart packaging technologies: RFID, NFC, QR codes enable traceability, compliance labeling, and consumer engagement.

  • Narrative integration: Use packaging to demonstrate adherence to environmental and ethical regulations.

  • Differentiated design: Sustainable, compliant packaging builds both trust and brand loyalty.

Why it matters: Consumers increasingly demand proof of responsibility. Packaging has become the frontline of regulatory storytelling.

Outro — Why This Matters to Athena Executive Search

At Athena Executive Search, we recognize that impactful leadership in packaging isn’t just about machinery or materials—it’s about anticipating change, empowering innovation, and ensuring compliance. Technical Directors who embrace sustainability, automation, collaboration, regulation, data, and leadership development are shaping not just operations, but the future of brands and businesses.

As the packaging and print industry evolves, Athena stands ready to partner with transformational leaders. Are you seeking Technical Directors who are not merely operational, but visionary—and regulatory-savvy? We’re here to connect that talent with your organization’s boldest ambitions.

Call to Action
If your company is looking to elevate its packaging strategy and needs executive leadership that can navigate regulatory complexity while driving innovation, reach out to Athena Executive Search at enquiries@athena-executive.com. Let’s shape the future of packaging together.

Rethinking Recruitment in Print & Packaging: Five Considerations for Today’s Market

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The print and packaging industry is experiencing one of the most transformative periods in decades. Shifts in sustainability demands, digitalisation, supply chain pressures, and the need for innovative materials are reshaping what businesses require from their people.

At Athena Executive Search, we see first-hand how these changes impact recruitment. The question for clients is no longer just “Who can do this job today?” but rather “Who will help us stay relevant tomorrow?”

Here are five thought-provoking considerations for clients recruiting in today’s packaging and print market:

1. Sustainability Isn’t a Buzzword — It’s a Skillset

Legislation and consumer expectations are forcing businesses to rethink packaging materials, recyclability, and waste. Clients should consider:

  • Are you seeking candidates with true sustainability expertise—from material science to regulatory knowledge?

  • Do your briefs highlight your company’s commitment to ESG goals? This matters more than ever to attract purpose-driven leaders.

2. Transferable Skills Can Outperform “Industry Lifers”

While deep sector knowledge is valuable, clinging only to candidates with decades in packaging may limit innovation. Leaders from FMCG, technology, or logistics often bring fresh thinking around automation, digital workflows, or consumer engagement.
Advice: Be open to cross-industry talent who can accelerate transformation.

3. Talent Wants Purpose, Not Just a Paycheque

Today’s top performers weigh an employer’s values, culture, and flexibility as heavily as salary. In packaging especially, candidates want to know how your business is innovating against plastic reduction, carbon emissions, and circular economy goals.
Ask yourself: Does your employer brand truly reflect this, or is it hidden behind technical jargon in job descriptions?

4. Speed Matters More Than Ever

We regularly see clients lose exceptional candidates because processes drag. In a competitive talent market, clarity at the briefing stage is critical—it allows us to move quickly, engage candidates confidently, and prevent missed opportunities.

5. Leadership for Change, Not Just Continuity

The industry’s next phase demands leaders who thrive in ambiguity. Whether it’s digital print technology, smart packaging, or responding to rapidly changing legislation, adaptability and curiosity will define successful hires.
Advice: Don’t just recruit for “what has worked before.” Recruit for resilience and vision.

Final Thought

The packaging and print industry is changing faster than ever. Recruitment strategies must evolve with it. The companies winning the war for talent are those that:

  • Frame compelling briefs rooted in today’s challenges.

  • Embrace transferable skills that drive innovation.

  • Sell their story on sustainability and culture.

  • Move decisively when they meet the right candidate.

At Athena Executive Search, we believe recruitment is not about filling vacancies—it’s about future-proofing businesses. In print and packaging, the leaders you hire today will determine how you compete tomorrow.

📩 To discuss your recruitment needs, contact us at enquiries@athena-executive.com

Standing Out in Packaging & Print – What Recruiters and Employers Really Want

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At Athena Executive Search, we know that applying for a new role can feel daunting. The packaging and print sector is highly competitive, and employers are looking for candidates who not only have the right skills but who can also demonstrate real value from day one.

Here’s how you can position yourself as the ideal candidate and make your application shine.

1. Tailor Your CV to the Role

A common mistake is sending the same CV for every job. Instead:

  • Highlight relevant experience – showcase projects in packaging or print that align with the job description.

  • Show measurable impact – include numbers: cost savings, efficiency improvements, revenue growth, or sustainability outcomes.

  • Keep it concise – 2 pages maximum, with clear headings and bullet points for easy reading.

Recruiters and hiring managers scan CVs quickly; make sure yours tells a compelling story at a glance.

2. Demonstrate Industry-Relevant Skills

Employers in packaging and print value candidates who combine technical expertise with adaptability. The most in-demand qualities include:

  • Sustainability knowledge – experience with eco-friendly materials, reducing waste, or circular economy practices.

  • Innovation and technology – exposure to digital print, automation, or smart packaging solutions.

  • Commercial awareness – understanding customer needs, market trends, and how your work impacts business performance.

  • Collaboration – the ability to work across design, production, and commercial teams.

3. Showcase Achievements, Not Just Responsibilities

Instead of simply listing job duties, reframe your CV with results-driven language:
❌ “Responsible for managing a print production line.”
✅ “Led a print production line that improved efficiency by 15%, reducing downtime and saving £100k annually.”

Employers want to see the difference you’ve made—not just the tasks you completed.

4. What Recruiters Look For

When we at Athena Executive Search review applications, we pay close attention to:

  • Clarity and professionalism – a clean, well-structured CV with no spelling or formatting errors.

  • Career progression – steady growth and evidence of learning new skills or taking on responsibility.

  • Industry engagement – candidates who stay updated with packaging and print innovations stand out.

  • Cultural fit – alignment with the values and vision of our clients, especially around sustainability and customer focus.

5. Go Beyond the CV

Your CV gets you noticed, but your personal brand keeps you remembered:

  • LinkedIn profile – ensure it matches your CV, with a professional photo and engaging summary.

  • Networking – connect with industry leaders, join packaging and print forums, and contribute insights.

  • Interview preparation – be ready to discuss not only what you’ve done, but how you can add value to the employer’s future goals.

Remember: Employers don’t just hire skills—they hire impact. Show how you’ve made a difference and how you can bring that same value to their organisation.

At Athena Executive Search, our goal is to match talented professionals like you with opportunities where you can thrive, grow, and lead the way in packaging and print innovation.

Contact Us: enquiries@athena-executive.com

Negotiating High-Value Contracts in Packaging: Best Practices from Commercial Leaders

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In the competitive world of print and packaging, the role of the Commercial Director extends far beyond driving sales. Securing high-value contracts often determines not only annual revenue but also a company’s long-term strategic position. For many businesses, these agreements shape relationships with global brands, influence production capacity, and dictate innovation priorities.

Through our work at Athena Executive Search, partnering with senior leaders across the sector, we have identified five core practices that consistently set the most effective Commercial Directors apart when negotiating high-value contracts.

1. Preparation is Paramount

Success begins well before the first meeting. Leading Commercial Directors invest significant time in understanding the client’s business drivers, market pressures, and long-term objectives. They analyse competitor activity, assess total value beyond price, and align their negotiation objectives with both short-term profitability and strategic growth.

2. Position Value, Not Just Price

In a market where margins are often under pressure, competing solely on cost is rarely sustainable. Top-performing leaders differentiate through value propositions that emphasise innovation, sustainability, quality, and reliability. They demonstrate how their solutions directly impact the client’s efficiency, brand perception, and environmental commitments — making price just one part of the equation.

3. Prioritise the Relationship

High-value agreements are rarely won in a single conversation. Successful Commercial Directors cultivate trust and rapport over months, sometimes years, before a contract is even on the table. This relational capital provides resilience when navigating difficult discussions or unexpected challenges during the negotiation process.

4. Negotiate with Flexibility

While clarity on non-negotiable points is essential, rigidity can stall progress. Exceptional negotiators understand which terms can be adapted to meet the client’s needs without compromising profitability or operational integrity. This approach fosters goodwill and often results in more collaborative, long-term partnerships.

5. Deliver Beyond the Signature

Closing the deal is not the finish line — it is the starting point for delivering value. Commercial Directors who maintain close oversight post-signature ensure that commitments are met or exceeded, creating strong foundations for renewal, expansion, and advocacy within the client organisation.

Conclusion
Negotiating high-value contracts in the print and packaging sector demands a blend of commercial acumen, strategic thinking, and emotional intelligence. The leaders who excel are those who combine meticulous preparation with genuine relationship-building, balancing firm commercial goals with an openness to collaborative solutions.

At Athena Executive Search, we specialise in identifying and securing exceptional Commercial Directors who possess these qualities, ensuring our clients have the leadership talent required to win — and retain — the contracts that drive their future success.

Call to Action
If you are seeking a Commercial Director with the expertise, vision, and negotiation skills to secure transformative contracts for your organisation, contact Athena Executive Search today at enquiries@athena-executive.com. Let’s connect you with the leaders who will shape your competitive edge in the print and packaging industry.

The Modern Commercial Director in Print & Packaging — Driving Growth in a Transforming Industry

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Introduction
The print and packaging industry is undergoing one of its most significant shifts in decades. Regulatory pressures on plastics, rapid advances in sustainable materials, customer demand for customised, short-run solutions, and digital integration into traditional manufacturing are all reshaping the commercial playing field. In this environment, the role of the Commercial Director has evolved from managing sales and pricing to orchestrating end-to-end revenue strategy — one that fuses sustainability leadership, data intelligence, and customer-centric innovation.

Why this role matters now

In 2025, the most competitive packaging providers are those that can:

  • Transition product portfolios toward recyclable, compostable, and reusable materials ahead of regulation.

  • Leverage digital print capabilities and automation to offer rapid, flexible production.

  • Use data to align production runs, supply chain efficiency, and customer demand forecasting.

A Commercial Director who can bridge market opportunity with operational capability is critical to achieving profitable growth while meeting stringent ESG and compliance standards.

Strategic priorities for the Print & Packaging Commercial Director

  1. Embed sustainability as a revenue driver. Move beyond compliance by positioning eco-friendly solutions as premium, differentiated offerings — supported by transparent lifecycle data.

  2. Accelerate digital print adoption. Identify market segments that value short-run, personalised, and fast-turnaround solutions; deploy capital strategically in high-margin niches.

  3. Optimise pricing through data. Use real-time cost tracking (materials, energy, logistics) to dynamically adjust pricing and protect margins amid volatile input markets.

  4. Expand into high-growth verticals. Target sectors such as food & beverage, e-commerce fulfilment, and health & beauty — all seeking sustainable, branded packaging solutions.

  5. Strengthen supply chain resilience. Build partnerships and contingency plans to safeguard against raw material shortages and logistics bottlenecks.

Core competencies to look for in candidates

  • Sector insight. Experience selling into FMCG, retail, or industrial packaging markets, with an understanding of industry-specific compliance requirements.

  • Sustainability commercialisation. Ability to convert environmental initiatives into tangible sales opportunities and customer loyalty.

  • Data-led decision-making. Comfort with ERP, MIS, and analytics tools to track sales performance, production efficiency, and margin drivers.

  • Customer relationship leadership. Track record of building strategic partnerships with large brand owners and procurement teams.

  • Change management. Proven capability to lead teams through technology adoption (e.g., digital presses, automated finishing) and market repositioning.

Key performance indicators (KPIs) for success

  • Revenue growth by sustainable product category (% of total sales from recyclable/compostable lines).

  • Gross margin stability despite raw material cost fluctuations.

  • Customer retention rate among top 20 accounts.

  • Average production lead time improvement from order to delivery.

  • Digital print adoption rate as a % of total production.

Interview questions that reveal the right mindset

  1. Give an example of how you have used a sustainability trend to win a major account.

  2. How have you approached margin protection when raw material costs surged unexpectedly?

  3. Describe a time you expanded into a new vertical — what was the commercial strategy and result?

  4. How have you balanced investment in digital print with maintaining core conventional production?

  5. Tell me about a pricing model change you implemented — how did it affect profitability?

The Athena approach

At Athena Executive Search, we know that the best Commercial Directors in print and packaging don’t just know the industry — they shape it. Our search process maps leadership talent across packaging converters, materials innovators, and digitally advanced print providers, identifying candidates who combine commercial acuity with operational literacy and a sustainability-first mindset. We ensure our clients hire leaders who can bridge the gap between market ambition and production reality.

Closing thought
In print and packaging, the Commercial Director role is no longer about selling what’s on the factory floor — it’s about predicting what the market will demand next year, ensuring you can deliver it profitably, and making sustainability central to the story. Those who master this will define the industry’s leaders for the next decade.

Call to Action

If your organisation is seeking a Commercial Director who can navigate market transformation, unlock new revenue streams, and embed sustainability at the heart of your strategy, Athena Executive Search can connect you with the leaders who deliver results.

📧 Contact us today at enquiries@athena-executive.com to discuss how we can help you secure the talent your business needs to thrive.

The Rise of Hybrid Talent: Why Digital Skills Are Reshaping Print and Packaging Roles

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The print and packaging industry is undergoing a quiet revolution. While presses still hum and production lines still run, the way these systems are managed, optimised, and integrated is rapidly changing.

At the heart of this transformation is a new kind of professional—what we call hybrid talent. These are individuals who bridge the gap between traditional print and packaging expertise and modern digital proficiency. And in 2025, they’re becoming the most sought-after candidates in the market.

What Is a Hybrid Professional?

A hybrid candidate in packaging and print is someone who combines hands-on operational knowledge with fluency in digital systems, automation, and data-driven processes. These individuals can troubleshoot a flexo press—and also configure a print MIS. They understand substrates and color density—and can interpret data from a digital workflow.

In short, hybrid professionals bring the best of both worlds: deep industry experience plus future-ready skills.

Why Hybrid Skills Matter Now

The demand for hybrid talent is driven by multiple shifts in the industry:

  • Automation: From robotic packing arms to AI-driven quality control, companies need staff who can manage and maintain intelligent systems.

  • Digital Transformation: As digital printing expands and prepress workflows evolve, fluency with digital platforms and file systems is essential.

  • Cross-functional Collaboration: Modern production teams work closely with IT, design, logistics, and sustainability. Versatility is key.

Hiring managers are no longer filling narrow roles—they’re building teams that can adapt, evolve, and solve problems across departments.

What Hiring Managers Are Looking For

Employers consistently tell us they want candidates who:

  • Have experience with MIS, ERP, or workflow automation systems
  • Are comfortable working with digital printing platforms
  • Can interpret and apply production or performance data
  •  Show initiative in adopting new tools or technologies
  • Communicate clearly across technical and non-technical teams

Hybrid professionals often become the go-to person in a team—the bridge between production and innovation.

How to Become a More Hybrid Candidate

You don’t need to start over. You just need to expand your comfort zone. Here are a few practical steps:

  1. Learn on the job: Volunteer to get involved in new system rollouts, training sessions, or digital upgrades in your current workplace.

  2. Ask to shadow: Spend time with colleagues in IT, digital prepress, or automation teams to understand their workflows.

  3. Take short courses: Platforms like LinkedIn Learning, Coursera, or vendor-led certifications offer training in ERP systems, automation basics, and digital workflow management.

  4. Update your CV: Highlight any cross-functional projects, tech tools you’ve used, or systems you’ve helped implement. Even small experiences matter.

Why This Matters for Your Career

The packaging and print workforce of the future isn’t divided into “manual” and “digital” roles. It’s blended.

Professionals who can move fluidly between machines and monitors, between factory floor and data dashboard, will have a distinct edge—not just in getting hired, but in growing into leadership roles.

At Athena Executive Search, we are already placing hybrid professionals into dynamic, high-impact roles—across operations, production management, technical sales, and innovation teams.

Final Thought

The industry doesn’t need people who do what’s always been done. It needs people who can do what’s next.

If you’re a print or packaging professional ready to evolve, now is the time to invest in your hybrid potential. And if you already have those capabilities, make sure you’re telling that story—on your CV, in interviews, and on LinkedIn.

Need help positioning yourself for your next opportunity? Reach out to the team at Athena Executive Search. We understand where the industry is headed—and who’s ready to lead it there.

Navigating Change: How Packaging & Print Candidates Can Thrive in 2025’s Shifting Market

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The packaging and print industry is undergoing one of the most significant transformations in its history. For candidates, these shifts bring both challenges and opportunities. At Athena Executive Search, we work closely with professionals across the sector and have identified three key trends shaping career paths in 2025—and how you can position yourself for success.

1. Bridging the Skills Gap in a Digital Age

A wave of retirements is creating a talent vacuum in specialist roles such as press operators, production managers, and technical leads. At the same time, technology is redefining how work is done. Digital printing, automation, AI-driven quality control, and data-driven workflows are no longer optional—they are core to competitiveness.

What this means for you:
Employers are looking for candidates who combine traditional print expertise with digital fluency. If you can troubleshoot a press and optimise a digital workflow, you have a clear advantage. Upskilling in automation systems, predictive maintenance, and production analytics is a smart investment in your career resilience.

2. Mastering Sustainability and Regulatory Demands

Sustainability is now a non‑negotiable business priority. From EU packaging regulations to brand‑led environmental targets, the demand for recyclable, reusable, and eco‑friendly packaging is surging. This isn’t just a design consideration—it affects sourcing, production, and compliance at every stage.

What this means for you:
Candidates who understand sustainable materials, life‑cycle assessment (LCA), and design for recyclability are in high demand. If you’ve contributed to waste reduction projects, switched to greener substrates, or navigated compliance requirements, make it a central part of your CV. Consider formal training or certifications in sustainable packaging to enhance your credentials.

3. Adapting to Market Disruption and Economic Pressure

While traditional print volumes are declining, the packaging sector—particularly e‑commerce packaging—is experiencing strong growth. This shift comes with its own pressures: fluctuating material and energy costs, tighter lead times, and supply chain disruptions.

What this means for you:
Employers value candidates who can think commercially as well as technically. Demonstrating cost‑control skills, process efficiency improvements, or innovative sourcing strategies can make you stand out. Show that you understand not just how to produce packaging, but also how to do it profitably and sustainably.

How to Position Yourself for Success

In this changing landscape, standing still is not an option. Here’s how to keep your career moving forward:

  1. Invest in learning. Take advantage of short courses in automation, digital workflows, sustainability, and regulatory compliance.

  2. Show hybrid skills. Highlight experience that bridges technical production with digital technology or process improvement.

  3. Quantify your impact. Use metrics—reduced waste, faster turnaround, cost savings—to show your value.

  4. Stay informed. Follow market and regulatory trends so you can discuss them confidently in interviews.

At Athena Executive Search, we specialise in connecting forward‑thinking candidates with the right opportunities in the packaging and print industry. By understanding these industry shifts and aligning your skills accordingly, you can not only weather the changes ahead—you can lead them.