Spotlight Interview with Sam Ireland, Director of Marketing – EMEA/APAC, Loftware







Q) Hi, how are you today? 

A)  I’m excited to be able to take part in this Q&A, so thank you for inviting me. I’m looking forward to being able to highlight how those facing challenges with their labeling can overcome them with a modern Enterprise Labeling solution.


Q) Can you please introduce yourself in case some of our readers aren’t familiar with you?

A)  Of course. Hello, I’m Sam Ireland and I’m the Director of Marketing for EMEA and APAC with Loftware, the global leader in Enterprise Labeling and Artwork Management. I’m responsible for highlighting the value of Loftware’s labeling and Artwork Management solutions, building awareness of our brand, and growing our significant global footprint.


Q) How did you get started in the industry?

A) I was initially attracted to the industry because I saw opportunities to help businesses solve the many different challenges that interconnect with labeling.

I joined Loftware because there is a clear value proposition to our solutions. The company really does make a difference every day to organizations of all sizes across the globe – helping to ensure compliance, drive business efficiencies, and easily adapt to an ever-changing business landscape.

The label is the key to success in most organizations – in fact, we say the label is a product’s passport through the supply chain. Despite its vital importance, the label is something that’s been overlooked in a lot of companies and, as such, it has not been given the thought and consideration it needs. Now, modern Enterprise Labeling technology is really allowing businesses to use labeling as a strategic enabler – from sustainability goals to supply chain agility, as well as providing much-needed visibility and tracking that allows end-users to gain valuable information through advances in e-labeling.


Q) What do you enjoy most about your role?

A) There’s a huge variety in the type of industries that we get to work with at Loftware, which include manufacturing, retail, food and beverage, life sciences, automotive, chemicals, and more. Additionally, I enjoy solving the many industry challenges that our customers and partners face. Loftware’s solutions are always evolving to provide customers and partners with the flexibility to integrate with other systems that need to interface with labeling – it’s clear that the value case really stacks up. It’s great to work for a company that really makes a difference!


Q) What is a problem in your industry that people don’t suspect?

A) Well, that’s just it! People and businesses often don’t plan for labeling problems until they arise, by which point it’s usually too late. This is why it’s important that companies get on the front foot now to avoid disruption and maximize the benefits of an Enterprise Labeling approach.

Loftware’s annual ‘Top Trends in Labeling and Packaging Artwork’ survey polled nearly 1,000 professionals from organizations across all major industries and concluded: 90% believe standardizing and centralizing labeling will help keep pace with business growth, 83% think they will generate significant cost savings by consolidating under a single labeling solution, and 85% believe having an Enterprise Labeling solution helps to eliminate the risk of non-compliance. So, it’s resoundingly clear; it pays to invest in an Enterprise Labeling solution.

So where do businesses start? My advice is to take a fresh look at your labeling landscape and ask if it is really working effectively to support your business properly and efficiently. For example, label changes might be consuming your IT function and frustrating the business user. Additionally, there may be a duplication of data that puts compliance at risk. Finally, you may be carrying out a lot of manual work that could be automated and streamlined, which would help your business get products to market quickly.


Q) Why did you choose this topic for your webinar? Why should people tune in?

A) Many customers reach out to Loftware and tell us they are struggling with legacy labeling processes and systems. Sometimes they are using multiple labeling systems across different geographies and/or business units. As a result, they are faced with huge numbers of label templates, long and inefficient label design, lengthy approval times, and software to create and print labels that wasn’t designed specifically for that purpose. By integrating an Enterprise Labeling solution with SAP, you can take a standardized, centralized, and data-driven approach to labeling and automate key elements of the labeling process – be it the data to apply the label, the label template to use based on the printer the label needs to be printed on, the country the product is shipping to, the symbology that needs to be applied to specific labels, and much more!


Q) Do you have any advice for younger people who are just getting started on their professional journey?

A) From a labeling perspective, be the champion of change for labeling in your business. Advocate for the value your business can take from improving its labeling processes and help to make the case for improvements. Once your business sees the value in changing, you have an opportunity to make a significant impact across your entire company.

From a marketing perspective, choose a company that delivers on its value and enjoy making the success stories that will resonate with your target audience.


Q) To close off – how do you relax in your free time? 

 A) I’m an avid soccer fan (and support Liverpool F.C.), though watching rather than playing is more enjoyable for me these days! I also enjoy running, training for marathons, or chasing the kids – either works!


Click here to register for Loftware webinar on Wednesday 15th June 2022, 3PM BST

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