Women to Watch: Patricia Pinto of Nexibles

Patricia Pinto joined Nexibles (ArtNext) as sales manager in January 2024. Beyond achieving sales targets, she works on building long-term trust with clients and contributes to the growth of brands through innovative print-packaging solutions. She says, “Every time a client launches a product with our packaging or returns to us because they trust our quality and service, I see that as a bigger achievement than just the numbers.”

Measuring success beyond revenue
Pinto shares that success cannot only be measured through revenue but also through client retention and loyalty, new business from referrals, cross-selling and upselling, and team growth. She highlights, “For me, success means to ensure that Nexibles becomes the trusted partner of choice for our clients, helping both them and our company grow together.”

She regards the ability to understand the customer’s brand requirements and translate them into practical, cost-effective print solutions as one of the most important skills that have helped with sales in digital print. 

Pinto remarks, “Digital print allows flexibility, short runs, personalisation, faster turnarounds — but many clients are not aware of how to leverage these advantages.” She adds, “By actively listening, asking the right questions, and guiding clients on how digital print can solve their challenges, I have built strong trust-based relationships.” This consultative approach has helped Pinto close deals, retain customers, and upsell by showing clients opportunities they had not considered.

The four-fold strategy
In a competitive industry, such as the print-packaging industry, where competition is high and products can look similar across vendors, Pinto observes, “The real differentiator is the relationship you build with customers.”

She believes in a four-fold strategy: consistency and reliability, a consultative approach, transparent and honest communication, and, finally, continuous engagement and innovation. She believes that this strategy helps convert one-time buyers into long-term, loyal clients.

Sharing her insight about the strategy, she says, “On-time and zero-defect production creates customer trust.” She adds, “Beyond taking orders, I serve as a partner, providing advice on materials, formats, and cost-saving or sustainable solutions.” She believes in open communication about timelines and potential delays to prevent issues and strengthen credibility. She observes, “I also regularly share new packaging trends and offer support that goes beyond a single transaction.”

Technology and sustainability
The printing industry is constantly adapting to new technologies and demands for sustainability. Pinto’s approach is simple —  to simplify complex topics such as sustainability and new technology for clients by connecting them directly to their business goals. 

She reflects, “For example, when discussing new technologies like digital print, I do not focus on the machinery. Instead, I explain the benefits in their language — faster turnaround, smaller batch runs for market testing, personalisation for customer engagement, and reduced inventory costs.” She remarks, “Sustainability is no longer optional — it is expected.” 

Speaking of exciting plans at Nexibles, Pinto shares, “We have now started full-fledged rigid boxes production.”

Challenges in the industry
Pinto shares her challenges working in a male-dominated industry, “Initially, I faced being underestimated — both in technical knowledge and in decision-making. Often, clients and even colleagues assumed that printing and packaging are highly technical and operational fields meant for men.”

Over the years, she addressed this challenge by focusing on upskilling, which included learning aspects such as pre-press, mockups, flexo, offset, digital printing, and rigid boxes in-depth. She reflects, “I could speak with confidence and credibility. Once clients and colleagues saw that I understood the technical side as well as the business side, the respect and trust naturally followed.”

She observes, “I believe there is still work to be done in creating equal opportunities, mentoring women, and encouraging diversity at leadership levels.” She highlights simple steps, such as inclusive hiring, skill development programs, and recognising women leaders in print can make a big difference. 

She signs off by remarking, “The more women are visible in senior roles, the more normalised it becomes for the next generation.”