Muneeba Juta Wheeler, Sales Representative at Africa Stereos, discusses the lessons learnt during her 17 years in the industry, flexo printing trends, overcoming insecurities, and more.
What trends are you seeing in flexo printing?
Technology is always evolving and no one wants to be left behind; at some point changes will happen. Anything that streamlines the process is beneficial for flexo companies. A rising trend is the automation of systems.
Having been in the industry for a long time, I’ve seen a massive decline in flexo skill sets. The training we received when doing our trade qualifications may seem outdated, but it is better to understand why you are doing a function so you can gain the skills to troubleshoot and fault-find. Automation highlights how much one can do with less human interaction, especially when flexo skills sets are becoming scarce. Automation also increases production speed and streamlines getting artwork approvals. Online approvals seem to be the way to go.
What skills have been most critical to your success in this industry?
Critical and strategic thinking and trying to be as prepared as possible for everything and anything. Having a plan A, B and C. In flexo, deadlines and pressure points are constantly changing. I had to learn how to adapt to change very fast. Change is not always bad, but it is almost always challenging.
Going from a production to a sales role meant I had to acquire new skill sets. Becoming customer-facing was a big step up for me. I have learnt that honesty and integrity play a big role in maintaining relationships with clients. I needed a new level of patience and the understanding that not everything is in my control. At Africa Stereos, the teamwork is fantastic. I trust my team to support the grafting I do externally for them to perform internally and execute the tasks at hand.
What has been the biggest challenge you have faced in your career?
To balance being in printing with being a wife and a mother. Both my husband and I are in the industry and with demanding schedules and pressured-filled days, trying to manage your time and work, especially when work creeps into your personal life, is hard.
After 16 years in the industry, I decided to take a break for not only my mental but also my physical well-being. I took a year off, spent time with my family, took my children to their activities, and made time to rest. This lasted until I was pulled back into doing what I loved in a new company.
Printing teaches you resilience, grit, and how to get up when you fall down. Bowing out and taking time to readjust isn’t failing, it is making space for acknowledgment and growth. The printing industry can do with more young women taking on jobs that were designed for men. I have been through it and lived it, so I know there is always a way through hard times. Skills in the printing industry are so scarce so it is hard work but it can be done. I was the leader of all-male teams so the fact that I could earn their respect was enough for me.
How have you grown in confidence over time?
It took me years to build my self-worth. I was never someone to try new things and I always stayed in my lane, and remained in the background. This was until I learnt that my opinion carried some weight. Being in a male-dominated environment, I had to work twice as hard to voice my opinion. I am very grateful for all my experiences in my career as it has shaped who I am today.
Now in my new role as sales representative, I am getting outside of my comfort zone and not only trying new things but moving out of the shadows and engaging and being present in every learning experience, whether good or bad. Through my experiences I have learnt what not to do and what to keep doing if it works. As I take on new experiences, share knowledge, and gain knowledge, it makes me not only proud of my achievements, but also of what I am capable of, and that gives me confidence.
What leadership lessons have you learnt on the production floor, in client meetings, or on-site installations?
A leadership quality that is close to my heart is empathy. When members of the team trust you, and feel that you understand them, acknowledge their situations and take the time to listen to them, then you can build a very strong foundation of trust and honour.
The reality is that it is impossible to keep someone happy all of the time, but understanding goes a long way. In client meetings, especially when a deadline has been missed or a mistake has been made, understanding the customer’s frustration and putting yourself in their shoes goes a long way. Like seeing where a small mistake can cost the customer a lot of money. It is important to calmly state your facts while also recognising the bigger picture and the position the customer finds him/herself in.
Have you had any mentors who have influenced your career?
I have had a few mentors at the different stages of my career, but I still have the pleasure of having a standout mentor, Kim Naran, Managing Director of Packtech Tooling, in my life. If ever one needed a role model in this industry, she would be it.
C1W Initiative
Change 1 Woman (C1W) aims to empower women in the branding, print and signage industries. As part of this initiative, Sign Africa would like to spotlight women-focused content like this piece. If you have any trend/business articles related to the signage, branding and printing industries, please email content to: meggan@practicalmedia.co.za. Follow C1W on Facebook and LinkedIn for more updates.
AFRICA STEREOS
+27 21 551 8374
www.africastereos.co.za
