Brand enhancement specialist API has further strengthened its commercial team with the appointment of packaging and security industry professional, Richard Burhouse.

Burhouse takes on the new role of Commercial Director, based at its API Laminates site in Poynton. In his new position, he will be responsible for facilitating and deploying API’s brand enhancement commercial focus and supporting its newly formed Creative Development group in providing brand owners, printer converters and designers with new ideas in how to enhance their packaging.

“After meeting all the team at API I recognised that the company vision and commitment to develop the market opportunities for its brand enhancement products were exactly the next challenge that I was looking for in my career,” says Burhouse. “Joining API offers an exciting opportunity for me to use my industry and business development experience to help ensure the business grows further and I’m looking forward to ensuring API delivers for its customers and other stakeholders.”

Previously Burhouse has worked at De La Rue and Essentra in a variety of marketing and business development roles. With 20 years’ experience across the packaging and security sectors he has helped to build the commercial strategy and new product development process as part of his roles as well as leading the marketing communications activity.

“We are thrilled to welcome Richard to our team,” comments API’s Chief Commercial Officer, Will Oldham. “His commercial experience will be invaluable as we develop API to grow and deliver our innovative brand enhancement and security solutions for our customers packaging requirements.”