Why Hiring a VP Sales in Packaging Is Different
Hiring a Vice President of Sales for a packaging company is not the same as hiring a VP Sales in technology, financial services, or any other sector. The packaging industry has unique characteristics that make this search particularly challenging.
Packaging sales cycles are long and relationship-driven. A VP Sales needs to understand complex manufacturing processes, substrate-specific technical requirements, and multi-stakeholder procurement decisions. They need established relationships with brand owners, co-packers, and distributors. This combination of technical knowledge and commercial acumen is rare.
What to Look For in a Packaging VP Sales
The strongest VP Sales candidates in packaging typically share several characteristics:
Deep substrate knowledge. Whether your business operates in flexible packaging, rigid plastics, corrugated, labels, glass, metal, or caps and closures, your VP Sales needs to understand the technical nuances of your specific segment. A candidate who has spent their career in flexible film will need time to adjust to a rigid plastics environment — and vice versa.
Proven revenue growth. Look for candidates who can demonstrate measurable commercial impact: new account wins, territory expansion, margin improvement, or successful new product launches. Ask for specific numbers and verify them through references.
Leadership track record. A VP Sales needs to build, manage, and develop a high-performing sales team. Look for evidence of team building, not just individual selling ability. The best candidates have experience hiring, coaching, and retaining sales talent in packaging.
Industry relationships. In packaging, relationships matter enormously. A VP Sales who already knows the key decision-makers at major CPG companies, retailers, and distributors brings immediate value that cannot be replicated through training.
Why Job Boards Don't Work for This Search
The strongest VP Sales candidates in packaging are not browsing job boards. They are already performing well at competing manufacturers, converters, or distributors. They are typically well-compensated, respected within their organizations, and not actively looking for a change.
To reach these candidates, you need a targeted approach: direct headhunting, confidential outreach, and a compelling narrative about why your opportunity is worth considering. This is where a specialist retained search firm makes the difference.
A generalist recruiter will struggle to identify who the top performers are in your specific packaging segment, let alone engage them in a meaningful conversation about their career. A specialist packaging recruiter already has these relationships and can approach candidates with credibility.
The Retained Search Process for VP Sales
A well-executed retained search for a VP Sales in packaging typically follows this process:
Detailed briefing — Understanding your business, culture, growth plans, and the specific commercial challenges the VP Sales needs to address.
Market mapping — Identifying the universe of potential candidates across your target packaging segments and competitor organizations.
Targeted headhunting — Direct, confidential outreach to the strongest candidates, presenting your opportunity in a compelling way.
Assessment and shortlisting — Thorough evaluation of each candidate's commercial track record, leadership ability, cultural fit, and long-term potential.
Presentation and interview support — Presenting a shortlist of 3-5 thoroughly vetted candidates, with detailed profiles and our assessment of each.
Common Mistakes to Avoid
Hiring from outside packaging. While cross-industry hires can work at junior levels, a VP Sales needs deep industry knowledge from day one. The learning curve in packaging is steep, and the cost of a failed senior hire is significant.
Prioritizing personality over track record. Charismatic interviewers don't always make the best sales leaders. Focus on verifiable commercial results and leadership evidence.
Moving too slowly. The best VP Sales candidates in packaging receive multiple approaches. If your interview process takes months, you will lose top talent to faster-moving competitors.
Undervaluing cultural fit. A VP Sales who delivered results at a large multinational may struggle in an entrepreneurial, owner-managed business — and vice versa. Assess cultural alignment alongside commercial capability.
Getting Started
If your packaging company is looking to hire a VP Sales, the first step is a confidential conversation about your business, your market position, and the specific challenges you need this hire to address. A specialist packaging recruiter can then advise on the talent landscape, compensation benchmarks, and the most effective search strategy for your specific situation.