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.