I often visit print shops where production leadership is divided into divisions— offset, digital, the workflow, and finishing, each led by capable individuals. But does this style create unhealthy internal competition? What’s often missing is someone who sees the whole picture: the press, offset and digital, the workflow, the substrate, the finishing and importantly, how it all connects and sees the value of all the technologies. Call them what you like, Director of Innovation, Technical Lead, VP of Print Tech, but give me someone who owns the system, not just a silo.

A big thank you to those who generously contributed their time and insights into where Technical Directors have fit into the printing and converting business over the years. Your experience and perspective helped shape this conversation and continue to highlight the value of technical leadership in a changing industry.

Many long-standing roles are being re-evaluated as the printing industry embraces automation, digital inkjet, and intelligent workflows. One such role is the Technical Director, a position once essential to every major print operation. But walk into many modern shops today and you may not find one at all.

So, what happened to the Technical Director, and does the role still matter?

Over the last decade, the industry has shifted dramatically. With plug-and-play technology from manufacturers like HP, Fujifilm, and Canon, much of the technical complexity once managed in-house has been handed over to the OEM. What used to require in-depth expertise is now handled by vendor-trained operators, and service agreements cover most of the maintenance.

At the same time, outsourcing and specialisation have chipped away at the need for an all-knowing internal technical lead. Functions like colour management, IT infrastructure, and prepress automation are now often handled by niche providers or software integrators.

Another major factor is a shift in executive focus. Leadership structures today lean toward revenue growth and cost efficiency, giving more space to sales, finance, and operations, and less to traditional technical leadership. In many digital environments, operations managers and production heads have absorbed what used to be the Technical Director’s domain.

Then there’s the matter of flattened organisational structures. Companies are running lean, with fewer layers between the boardroom and the factory floor. That’s great for speed and efficiency, but not always for maintaining deep technical oversight.

Yet despite all this, the need hasn’t gone away; it’s evolved.

As print shops become more automated, interconnected, and data-driven, someone still needs to own the big picture. Who ensures the new digital press is integrated seamlessly with finishing, MIS, and upstream workflows? Who evaluates new substrates or troubleshoots bottling line rejections? Who leads compliance efforts in sustainability or champions process innovation?

These are the areas where a Technical Director, or someone with that level of technical vision, still delivers immense value. From strategic tech integration and process optimisation to acting as a credible interface with vendors and customers, the role may be more important than ever, especially when it comes to owning complex projects like digital press rollouts, shop-floor automation, or new material qualification.

What’s changing is the title. You might now see “Director of Innovation,” “VP of Print Technology,” or “Head of Technical Solutions.” However, the core need remains: a senior technical mind who understands the machinery, the workflow, the business, and how to align them all. In a time when automation can make production more efficient but also more opaque, someone needs to keep asking the right questions. Are we using this equipment to its full potential? Are we really delivering consistent quality? Can we maintain this ourselves, or are we building a reliance we’ll later regret?

The Technical Director may no longer sit in the same chair, but when that knowledge disappears from the business, the impact is often visible in quality, productivity, and confidence. In today’s print industry, technical leadership isn’t optional. It’s just harder to spot on the org chart.

Having a Technical Director isn’t about maintaining an old hierarchy; it’s about having someone who sees the full technical ecosystem, owns the outcomes, and keeps the business competitive.

As one contributor wisely put it: “Automation is a journey, not a destination. Without someone owning the roadmap, you’re not driving the bus, you’re just a passenger.”

How has your business adapted?

Has the role of the Technical Director evolved in your company, or disappeared entirely?

Do you rely more on automation, vendors, or in-house expertise?

Please share your experience in the comments or message me directly. I’d love to hear how printers tackle technical leadership in this new digital print era. Let’s keep the conversation going, because while titles may change, the need for technical vision doesn’t.