POLYTAG has appointed data-led platform and consumer engagement expert Suzie Dekker as business development manager, as the business continues its growth in the connected packaging space.
The move follows the recent arrival of chief strategy officer Alex Webster, with both additions described as strengthening the company’s capabilities across data, platforms, strategy and commercial development.
The 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, Polytag said 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 designed to help brands bridge these two needs, connecting packaging data with consumer engagement. During an activation around a major sporting event, a UK soft drinks brand used Polytag’s Smart QR codes 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.
Suzie Dekker joins from EcoVadis, the ESG ratings platform, where she worked with organisations using data and digital platforms to assess, manage and improve their sustainability performance.
“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,” she said. “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.”
