Polytag назначила нового менеджера по развитию бизнеса для поддержки перехода брендов на умную упаковку

Polytag, the UK's leading data capture and marketing platform for powering the circular economy, 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. Polytag's Smart QR codes are helping brands bridge these two needs, connecting packaging data with direct consumer engagement. During an activation around a major sporting event, a leading UK soft drinks brand used Polytag's Smart QR codes on pack to engage consumers. The campaign generated more than 1,000 minutes of direct consumer engagement with the brand in just 18 days, with an average dwell time of 28.1 seconds – almost four times the 7.4-second industry benchmark – demonstrating the potential for connected packaging to create deeper, measurable interactions with consumers. A commercial lens on packaging data Dekker joins Polytag from EcoVadis, the global ESG ratings platform, where she worked with organisations using data and digital platforms to assess, manage and improve their sustainability performance. During her time there, she helped grow the company's presence across the Benelux region, developing customer relationships and supporting organisations in making greater use of its platform and data. Dekker's direct experience with platform-led customer engagement, data-driven solutions and business development will support Polytag as it works with more brands to identify and realise the commercial opportunities offered by connected packaging. Polytag's technology connects the physical pack with a digital platform, giving brands greater visibility into how, when and where consumers interact with their packaging. At the same time, Smart QR codes create a direct communication channel between brands and consumers at the point of interaction. That channel can be used for a range of applications, from recycling guidance and product information to loyalty campaigns, promotions and behaviour-change initiatives. The resulting data can give brands a clearer understanding of consumer behaviour and help inform future marketing activity. Suzie Dekker, Business Development Manager at Polytag 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're 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'm excited to help brands explore what connected packaging can do for them." Alice Rackley, CEO, Polytag, added: "We're at an exciting stage of Polytag's growth. We're seeing more brands recognise the potential of connected packaging and, as that market develops, we're 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."