Avery Dennison appoints Mariana Rodriguez to lead EMENA materials division

EMENA – Global materials science leader Avery Dennison has announced the promotion of Mariana Rodriguez to vice president and general manager for its Materials Group in Europe, the Middle East, and North Africa (EMENA).

The appointment comes as the company sharpens its focus on growth opportunities in a dynamic regional market.

In her new role, Rodriguez will drive growth strategies, meet both short- and long-term business objectives, and identify new revenue streams.

Avery Dennison said her leadership will be instrumental in reinforcing the company’s position as a leading provider of materials solutions across packaging, labelling, graphics, and performance tapes.

“Avery Dennison sees huge potential for growth in the EMENA region, and we are positioned to capitalize on opportunities here because we have the knowledge, experience, equipment, and spirit of innovation needed to succeed,” Rodriguez commented.

Rodriguez brings nearly 20 years of experience within Avery Dennison, having joined in 2006. She has held senior roles across multiple business segments and geographies, including supply chain, procurement, marketing, and general management.

Most recently, she served as vice president and general manager of Performance Tapes in Europe and led the Graphics Materials division in North America.

Her broad expertise, particularly in operational efficiency and market development, positions her well to guide Avery Dennison’s EMENA Materials Group through a period of evolving customer needs, rising sustainability demands, and increasing competition.

Rodriguez emphasized that Avery Dennison’s strategy will hinge on advancing sustainable materials and enhancing customer collaboration.

The company is expected to highlight these priorities at mLabelexpo Europe 2025 in Barcelona, where it will showcase innovations designed to drive circularity, enable traceability, and elevate consumer experiences.

The packaging and labelling industry in EMENA is undergoing rapid transformation as brand owners face regulatory pressure to adopt recyclable, compostable, and lower-carbon materials.

Competitors such as UPM Raflatac and Mondi have also expanded their sustainable labelling and flexible packaging portfolios, signaling the industry’s collective shift toward circular solutions.

Avery Dennison has responded by investing in recycling programs, linerless label technologies, and digital solutions that integrate supply chain transparency.

“Materials Group EMENA is known for its materials science expertise and dedication to customer satisfaction,” Rodriguez said.

“I will be leveraging our talented teams’ collective strength to achieve our goals for sustainable growth and profitability, while continuously improving our customer experience and collaborating together to innovate.”

Her appointment underscores Avery Dennison’s commitment to reinforcing leadership in the EMENA region while aligning its innovation agenda with the global shift toward sustainability.

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