At Kallik, our success isn’t just driven by cutting-edge technology—it’s powered by the incredible expertise and dedication of our team. One of the key figures behind our mission to transform labeling and artwork management is Liam Conlin, VP of Sales Europe. With over 15 years of experience spanning packaging design, labeling, and artwork management, Liam brings a wealth of industry knowledge and a deep understanding of the challenges our clients face. His passion for driving positive change and helping clients navigate complex labeling environments makes him an invaluable leader at Kallik.

An Unexpected Journey into Labeling and Artwork

Liam’s entry into the world of labeling and artwork management came through a unique path. While working as an Account Director for The Watt Group, a Canadian artwork and packaging design agency, he was involved in a high-profile project when Walmart acquired Asda and wanted to rebrand its offerings in the UK and Germany. This experience introduced Liam to the intricacies of labeling and artwork processes, sparking a passion that would define much of his career.

With over 15 years in the industry, Liam has witnessed firsthand the dramatic evolution of labeling and artwork processes—from the days of physically drawn artwork to the digital transformation driven by AI and automation. Reflecting on this journey, Liam explains: “In my early days, we were still manually creating artwork, and then came the rise of Macs and digital tools. Now, with Kallik’s Veraciti, we’re using AI to migrate data, digitize artwork and labels, and automate thousands of change requests without any human involvement.”

His extensive experience across different roles and projects has given Liam a unique perspective, allowing him to empathize with clients navigating complex regulatory and operational challenges.

For Liam, the most rewarding aspect of his role is helping clients achieve meaningful business transformation. He recalls a particularly demanding project from a decade ago that left a lasting impression: “I coordinated a project for 1,000 SKUs to be changed due to EU directives. It was a manual nightmare—emailing PDFs for approval, chasing suppliers, legal teams, marketing departments, and printers, all while maintaining a massive spreadsheet. It turned my hair grey! So, when I see a client or prospect in that situation today, I truly empathize and feel genuinely relieved when I can solve those issues with our end-to-end Veraciti solution.”

Staying Ahead of Industry Trends

Liam has a keen eye on the evolving trends in the labeling and artwork industry, ensuring that Kallik stays ahead of the curve. He highlights three major shifts shaping the industry:

Cloud-Based Solutions: “The cloud has been around for years as the future, yet many competitors still operate 50/50 or 60/40 on-premise. Kallik has been 100% cloud-based since our inception in 2001, giving us a significant edge in flexibility, scalability, and security.”

AI and Automation: “We’re leading the market in leveraging AI for data migration of artwork and label files, along with automating artwork creation and change management. However, maintaining high levels of R&D is critical to staying ahead and meeting our clients’ evolving needs.”

The Rise of E-Labeling and QR Codes: “E-labeling and the increasing use of QR codes for environmental legislative compliance are becoming essential. Businesses need to prepare for this shift to remain compliant and competitive.”

What Sets Kallik Apart?

Liam believes that Kallik’s approach to labeling and artwork management is unique. Building on his earlier comments, he emphasizes: “At Kallik, we don’t just think about artwork and  labels as finished products. We deconstruct labels, digitizing them such that we do not look at artwork files or label templates in isolation but how their constituent assets; phrases, icons, logos etc are linked to and shared by other skus and templates, allowing for searchability, standardization, and automation of changes across tens of thousands of SKUs in a fraction of the time that it would take to brief X number of individual ‘human’ artworkers to make the changes. This means our Client Partners reduce costs and get their products on-shelf up to 70% faster than they did previously. No one else in the industry thinks like us, and that’s what makes Veraciti so unique.”

One misconception Liam is passionate about addressing is the underestimated importance of labeling in business operations. “Labeling plays a critical role in ensuring compliance, protecting consumers, and maintaining brand consistency. Look at Natasha’s Law—it’s a stark reminder of how vital accurate labeling is. Yet, I rarely encounter prospects with ‘labeling’ in their job titles. When I do, I know they’re on the right track because they recognize its importance.”

Liam’s advice for businesses looking to optimize their labeling and artwork processes is simple but powerful: “Understand that both key processes—artwork and labeling—can be managed under a single, end-to-end solution like Kallik’s Veraciti. Often, artwork sits with the marketing team, while labeling falls under IT or supply chain. My role is to help these separate disciplines realize they can work together to drive greater ROI with a unified solution.”

Liam Beyond the Office

When he’s not helping clients transform their labeling processes, Liam is an adventurer at heart. He’s a dedicated Munro bagger (climbing Scottish mountains over 1000 metres) and has conquered 90 out of the 282 Munros so far. He recalls one particularly nerve-wracking adventure: “I tackled the terrifying Munros in the Cuillins on Skye, using ropes with 1,000-meter sheer drops and gale-force winds. Definitely one of those ‘don’t look down’ moments!”

Liam is also an avid cyclist, having recently completed the Leeds-Liverpool canal on a mountain bike (though he wisely took the train back!). For a bit of balance, he enjoys meditation and weightlifting—though not at the same time, he jokes.

When we asked Liam about any mottos or quotes he lives by, he said he draws inspiration from a timeless quote by Robert Louis Stevenson: “Do not judge each day by the harvest you reap but by the seeds you plant.” This philosophy guides both his professional and personal life, emphasizing the importance of long-term impact and continuous growth.

If Liam could have dinner with anyone in the world, dead or alive, his dream guest list would include a mix of music, sport, humor, and literature: John Lennon, Muhammad Ali, Billy Connolly, and William Shakespeare. “It would tick all my boxes—music, sport, humor, and great literature. I’d love to hear their perspectives on life and their unique journeys,” Liam explains.

Liam Conlin’s deep expertise, passion for problem-solving, and commitment to staying ahead of industry trends make him a driving force at Kallik. Looking to improve your labeling and artwork management process? Why not chat to Liam? Contact us by clicking here, emailing enquiries@kallik.com, or calling +44 (0) 1827 318100.