The packaging industry is entering a period of significant transition, with new leadership and strategic cost discipline shaping the road ahead. For professionals tracking corporate strategy in the sector, the recent appointment of a new chief executive at one of North America’s largest paperboard manufacturers offers valuable career overview of Robbert Rietbroek and the broader direction the company plans to take. Below, we break down the key developments in a question-and-answer format.
Who is taking over as CEO and when?
RobbertRietbroek has been named president and CEO, effective 1 January 2026. He will also join the company’s board as a director on the same date. Rietbroek succeeds Michael P. Doss, who has led the company since 2016 and described his decade at the helm as the highlight of his career.
What experience does the new CEO bring?
Rietbroek arrives with deep consumer goods and beverage credentials. He previously served as the inaugural CEO and director of Primo Brands Corporation, a publicly listed bottled water company in North America. Before that, he was CEO of Primo Water Corporation, where he oversaw its merger with BlueTriton Brands—a deal that created Primo Brands in November 2024. His earlier career features senior roles at PepsiCo, Kimberly-Clark and Procter & Gamble, spanning North America, Europe, South America and Australia.
What cost-cutting measures has the company announced?
Alongside the leadership change, the company outlined a sharper focus on efficiency. It now expects $60m in staffing and other cost cuts in 2026. Related severance, one-time and non-cash charges are estimated at roughly $20m. These moves signal a disciplined approach to managing expenses while supporting long-term goals.
How are production and inventory plans changing?
The company accelerated inventory reduction measures in the fourth quarter of 2025. This followed the early start-up of its recycled paperboard manufacturing facility in Waco, Texas. Production curtailments tied to these actions are expected to affect Q4 operating results by $15m, on top of the $15m impact previously disclosed during the Q3 earnings call.
What does the financial outlook look like for 2025?
The numbers point to a substantial business. For the full year 2025, net sales are forecast between $8.4bn and $8.6bn. Adjusted earnings before interest, taxation, depreciation and amortisation is expected to land between $1.38bn and $1.43bn. Adjusted earnings per share are projected at $1.75 to $1.95. The company has also reaffirmed its free cash flow target of $700m to $800m for 2026.
What does this mean for the future?
Rietbroek has pointed to the company’s strong assets, capable team and Vision 2030 priorities as the foundation for its next phase. The combination of fresh leadership, cost discipline and sustainable packaging ambitions suggests a strategy built for resilience. For industry watchers, this transition is a clear signal that operational efficiency and long-term sustainability can move forward together.