In the packaging and print industry, loyalty and stability are often celebrated. Employers value candidates who demonstrate commitment, reliability, and the ability to build long-term relationships with clients and suppliers. But there’s another side to the story: staying too long in one role, or even one company, can sometimes raise concerns about adaptability, ambition, or breadth of experience.
So, how do you know when longevity works in your favour—and when it might hold you back?
When Job Longevity Helps Your Career
Commitment and loyalty Hiring managers appreciate candidates who stick with an employer long enough to make a measurable impact.
Depth of expertise Years in a single company often mean you’ve gained deep technical or market knowledge that adds real value.
Trust and reliability Consistency shows you can weather change, adapt to challenges, and remain dependable.
When Job Longevity Can Hinder You
Perceived stagnation Staying in one role for too long can suggest you’ve become too comfortable or resistant to new challenges.
Narrow experience Employers sometimes worry that candidates with long tenure lack exposure to different systems, innovations, or ways of working.
Reluctance to move If you’ve been rooted in one company for decades, clients may question whether you’ll adapt quickly to a new culture or industry shift.
How to Position Long Tenure Positively
Show progression: Highlight promotions, added responsibilities, or leadership of new projects within the same company.
Focus on achievements: Quantify your contributions—did you deliver cost savings, streamline processes, or lead sustainability initiatives?
Demonstrate continuous learning: List certifications, training, or upskilling you pursued during your tenure.
Pro Tips for Candidates
If you’ve been with one company for 10+ years, make sure your CV reflects growth, not just time served.
Be ready to explain your career decisions positively—emphasize alignment with your professional growth and the evolving needs of the industry.
Employers want reassurance that you’ve stayed current with industry trends—whether that’s digital print, automation, or sustainable packaging.
Final Thought
Longevity in a role is not inherently good or bad—it’s all about how you frame it. Show that you’ve grown, adapted, and continued to add value, and your experience will be seen as a strength rather than a limitation.
Call to Action
At Athena Executive Search, we partner with talented candidates across the packaging and print industry to help them position their experience in the strongest possible way. If you’d like tailored advice on how to present your career story—or are considering your next move—connect with us today. Let’s make your longevity work for you.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-09-16 08:52:502025-09-16 08:54:41The Double-Edged Sword of Job Longevity: When Staying Too Long Helps—or Hurts—Your Career
In the packaging and print industries, the twin challenges of sustainability and efficiency are paramount. Brands are under immense pressure to meet ambitious recyclability targets, while consumers are increasingly making choices based on environmental impact. Yet, a critical bottleneck has persisted: the accurate sorting of post-consumer waste at scale. How can a recycling facility instantly distinguish a PET yogurt pot from a PET fruit tray, or a food-grade HDPE bottle from a non-food-grade one?
The answer is emerging not from a loud, disruptive upheaval, but from a silent, intelligent revolution—one hidden in plain sight. Welcome to the world of digital watermarks and the pioneering HolyGrail 2.0 initiative.
The Problem: The Limitations of the Naked Eye
Traditional recycling facilities rely on near-infrared (NIR) spectroscopy to identify and sort materials. While effective for broad polymer categories (e.g., PET, PP, PE), this technology is blind to crucial nuances. It cannot see:
Food vs. non-food grade materials
Multi-layer flexible packaging compositions
Presence of barrier layers or specific additives
This lack of granular data leads to cross-contamination, downcycling of valuable materials, and tonnes of packaging still ending up in landfill or incineration.
The Solution: A Digital Passport on Every Package
A digital watermark is a covert, code-like graphic the size of a postage stamp, integrated seamlessly into the packaging design or print artwork. To the human eye, it is imperceptible. To a high-resolution camera on a sorting line, it is a treasure trove of information.
Think of it as a digital passport for every package. This watermark can carry precise attributes such as:
Manufacturer
SKU/product type
Packaging composition (all layers)
Recommended end-of-life use (e.g., food-grade recycling stream)
The HolyGrail 2.0 project, spearheaded by the Alliance to End Plastic Waste and powered by AIM – European Brands Association, has been the catalyst for this technology. It has moved digital watermarks from a promising concept to a proven, scalable solution through cross-industry collaboration involving major brand owners, retailers, and packaging converters.
How It Works: From Curation to Circulation
Tagging: Brand owners and converters add the digital watermark during the packaging design and printing process. Modern digital and flexo presses can print these codes with high precision without slowing production.
Collection: Consumers dispose of the packaging as usual into their recycling bins.
Detection: At the recycling facility, high-resolution cameras mounted on standard sorting lines scan the packaging as it moves along the conveyor belt.
Sorting: The camera detects and decodes the watermark in milliseconds. This data instructs air jets to precisely eject the package into its designated, hyper-specific stream (e.g., food-grade PP, clear PET).
Circulation: The result is purer, higher-quality recycling streams that can be “upcycled” into new, high-value applications, truly closing the loop.
The Ripple Effect Across the Packaging and Print Industry
The implications of this silent tech are profound:
For Brand Owners & Retailers: It provides the tangible data needed to meet and report on ESG and EPR (Extended Producer Responsibility) mandates. It transforms packaging from waste into a valuable feedstock, enhancing brand reputation and circularity credentials.
For Packaging Converters & Printers: It represents a new value-add service. Expertise in seamlessly integrating digital watermarks into artwork and mastering the print process for optimal detection will become a significant competitive advantage.
For Machinery Manufacturers: It opens a new market for advanced detection and sorting units, driving innovation in recycling infrastructure.
The Future is Coded
Digital watermarks are not a distant future concept; they are operational today. Major pilots across Europe have demonstrated sorting accuracy rates exceeding 90%, and large-scale commercial deployment is the next logical step.
The success of HolyGrail 2.0 proves that the industry’s greatest challenges are solved not in isolation, but through unprecedented collaboration. The companies that embrace this technology now will be the leaders of the new, truly circular economy.
Call to Action
The transition to intelligent, watermark-enabled packaging requires visionary leadership. Are you equipped with the right talent to navigate this shift?
At Athena Executive Search, we specialize in connecting leading packaging, print, and sustainable technology companies with the exceptional senior executives and technical experts who can turn innovation into commercial success.
Ready to future-proof your leadership team? Contact us to discuss your strategic hiring needs.
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:
Designing for longevity and reuse – moving away from single-use formats toward refillable or modular solutions.
Using renewable or recycled inputs – reducing dependency on virgin fossil-based materials.
Building closed-loop systems – ensuring that collection, sorting, and reprocessing actually happen in practice.
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-09-09 12:15:252025-09-09 12:15:25Beyond the 100% Recyclable Claim: What True Circularity Really Means for Packaging
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-09-04 09:06:562025-09-03 20:11:13Sustainability in Packaging and Print: Why Technical Directors Must Lead the Change
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-09-02 10:40:192025-09-02 10:40:19Smart + Sustainable: The Next Frontier in Packaging and Print
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.
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.
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-08-28 10:32:402025-08-28 10:32:40Driving Digital Transformation in Packaging: A Leadership Blueprint for Technical Directors
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-08-21 13:33:512025-08-21 13:33:51Rethinking Recruitment in Print & Packaging: Five Considerations for Today’s Market
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-08-18 11:30:542025-08-17 16:57:21Standing Out in Packaging & Print – What Recruiters and Employers Really Want
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.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-08-14 10:13:482025-08-14 10:13:48Negotiating High-Value Contracts in Packaging: Best Practices from Commercial Leaders
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
Embed sustainability as a revenue driver. Move beyond compliance by positioning eco-friendly solutions as premium, differentiated offerings — supported by transparent lifecycle data.
Accelerate digital print adoption. Identify market segments that value short-run, personalised, and fast-turnaround solutions; deploy capital strategically in high-margin niches.
Optimise pricing through data. Use real-time cost tracking (materials, energy, logistics) to dynamically adjust pricing and protect margins amid volatile input markets.
Expand into high-growth verticals. Target sectors such as food & beverage, e-commerce fulfilment, and health & beauty — all seeking sustainable, branded packaging solutions.
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
Give an example of how you have used a sustainability trend to win a major account.
How have you approached margin protection when raw material costs surged unexpectedly?
Describe a time you expanded into a new vertical — what was the commercial strategy and result?
How have you balanced investment in digital print with maintaining core conventional production?
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 atenquiries@athena-executive.comto discuss how we can help you secure the talent your business needs to thrive.
https://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpg00Managerhttps://www.athena-executive.com/wp-content/uploads/2021/11/Athena-logo_270-1.jpgManager2025-08-12 13:12:002025-08-12 13:12:00The Modern Commercial Director in Print & Packaging — Driving Growth in a Transforming Industry
