Polytag bolsters data and consumer engagement expertise as connected packaging platform scales

Packaging Solutions

Polytag has appointed data led platform and consumer engagement expert Suzie Dekker as business development manager, as the business continues its rapid growth in the connected packaging space. Her appointment follows the recent arrival of chief strategy officer Alex Webster, with both additions strengthening the company's capabilities across data, platforms, strategy and commercial development as it supports more brands through the transition to connected packaging.

This expansion comes at a critical moment, as regulations such as Extended Producer Responsibility (EPR) and Digital Product Passports (DPP) are driving brands to adopt connected packaging solutions. As part of this change, many companies are looking beyond compliance, seeking technologies that can also deliver commercial value through real time consumer insight, engagement and measurable marketing return on investment.

She joins Polytag from EcoVadis, where she worked with organisations using data and digital platforms to assess, manage and improve their sustainability performance.

Suzie Dekker said, ‘What attracted me to Polytag is the opportunity to work with a technology that creates a direct connection between brands, their packaging and their consumers. We are seeing a shift in how businesses think about data – from something they collect to something they can actively use to understand customers and improve their marketing. I am excited to help brands explore what connected packaging can do for them.’

Alice Rackley, CEO, Polytag, added: ‘We are at an exciting stage of Polytag's growth. We are seeing more brands recognise the potential of connected packaging and, as that market develops, we are building the capabilities to support them at scale. Suzie brings a wealth of experience in data led platforms and customer engagement, which will be invaluable as we help brands turn packaging from a static product touchpoint into a source of data, insight and consumer engagement.’