Driving sales and breaking barriers

When Julia Viter joined Elopak’s North American sales team in 2015, the organization was small, struggling to gain traction, and undergoing frequent changes. Fast forward to today, and the business has expanded so significantly that a new plant is being built to keep up with demand. 

As a sales leader in those early years, Julia’s priority was to build a strong team. 

– You can have a brilliant strategy, but without the team, it remains just an idea. I knew we needed to achieve results fast, and that meant we didn’t have much time to train people on the job. So, in the beginning, it was key to get the right people – those who were already experienced and had a network in the industry.  

Creating a culture of connection 

Now Vice President of Sales for North America, Julia leads a dispersed team across Canada and the US. To maintain a strong team spirit despite the distance, she puts effort into building relationships. One such example is a team camping trip that’s becoming a tradition. 

– Instead of hiring an external coach, we spend quality time together. That’s often the best team building. But it also requires a lot from me. I’m not hiring anybody to lecture or put together an event – we cook, clean, and set up tents together. 

Seeing the bigger picture in sales 

For Julia, working in sales is a constant learning opportunity, as it exposes her to new businesses and people. Apart from a willingness to learn, she believes possessing deep technical knowledge and understanding of how Elopak’s solutions fit into overall operations is essential to success. 

– I never say that I work in packaging – we don’t just supply packaging; we provide an entire system. That requires understanding the entire production process before the product goes into the packaging. 

Overcoming biases in a male-dominated industry 

With a strong focus on operations and technical expertise, the industry remains male-dominated. As a female executive, Julia feels strongly about creating opportunities for more women in leadership. One way she does this is by mentoring junior employees. 

Her own career path is a testament to the power of taking risks and having advocates who open doors. Before joining the North American team, Julia worked in Elopak’s Eastern European sales team in Ukraine. Following the Russian annexation of Crimea, she decided to relocate with her family. After expressing her plans to Elopak’s management, she got in touch with the North American team. 

– I got the chance to spend a week with the sales team in America, attended client meetings, and went on business trips. Then I returned to Ukraine, packed my brags, and within a month, my family and I had relocated to Toronto. The colleagues who were with me back then are still my closest friends. 

Breaking barriers as a woman in sales in a technical industry hasn’t been easy, but Julia believes mindset plays a significant role. 

– There are biases about what women are capable of that come from our childhood, but often, the biggest obstacles are in our own heads. If you had asked me 15 years ago whether a Ukrainian woman could succeed as a leader in North American sales, I would have said no way. But your gender or nationality doesn’t determine your success. If we, as women and as a society, are willing to take brave steps, we can achieve greater things.