News

SATO names Anna Opieczynska Managing Director for Central and Eastern Europe

14th April 2026 – Heidelberg, Germany – SATO Europe, a global provider of auto-identification and labelling solutions, has appointed Anna Opieczyńska as Managing Director for Central and Eastern Europe, effective 1 April 2026. The promotion marks the latest step in a career journey that began in 2018, when Anna joined the company as Sales and Marketing Assistant, and reflects both her personal progression and SATO's continued development in the region.

In her new role, Anna will oversee operations across Poland as well as key regional markets including Czechia, Slovakia, Hungary and Türkiye. She will be responsible for strengthening the organisation's commercial performance, developing teams and capabilities, building effective structures and processes, and ensuring customers continue to receive high-quality products and services. Her responsibilities also include oversight of the Polish consumables manufacturing operation in Wrocław.

A promotion that reflects both performance and potential

Anna's appointment is a strong example of leadership developed from within the organisation. Over the past seven and a half years, she has progressed through a series of increasingly senior roles, building broad experience across sales, market development and operational leadership. After joining SATO in 2018, she moved into the role of Account Manager in 2019, was appointed Country Manager for Poland in 2022, became Branch Manager in 2024, and then General Manager in 2025 before assuming her current position as Managing Director.

Her progression closely mirrors an important period of growth and transformation for the business in the region. On 1 April 2025, SATO consolidated its operations in Poland under a more unified structure, bringing together production, logistics and commercial functions to create stronger operational alignment and a more seamless customer experience. Anna played a central role in this phase of organisational development and now steps into a leadership position at a time when the business is focused on scaling further across Central and Eastern Europe.

From local leadership to regional responsibility

SATO continues to strengthen its presence in Central and Eastern Europe through closer integration, stronger market responsiveness, and a sharper focus on long-term value creation. In her new role, Anna Opieczyńska will be responsible for expanding the business across the region, building strong organisational structures, developing teams and capabilities, and maintaining high standards of service and delivery for customers. Her leadership style, combining commercial understanding with a people-first and transformation-driven approach, will be an important asset as the organisation continues to evolve.

"Taking on this role is both a great honour and a great responsibility," said Anna Opieczyńska, Managing Director for Central and Eastern Europe. "I joined SATO in 2018 and have had the opportunity to grow with the business step by step, learning from outstanding people along the way. What makes this new chapter especially meaningful is that it comes at a time when we are building something stronger across the region: stronger teams, stronger structures, and even better support for our customers. I am excited for what lies ahead and fully committed to developing the business further together with our people."

Laurent Lassus, Head of SATO Europe, said: "Anna's appointment reflects not only her strong performance, but also her clear alignment with the long-term vision for our business in Central and Eastern Europe. What distinguishes her is the way she combines commercial understanding with the ability to build strong teams, develop people and put the right processes in place for sustainable growth. She brings consistency, trust and a leadership style that supports both transformation and long-term market development. I am confident she is the right person to lead this next chapter for SATO."

Anna's appointment marks an important next step for SATO in Central and Eastern Europe as the organisation continues to strengthen its regional presence and build for the future. With a leadership approach rooted in experience, collaboration and long-term thinking, she is well placed to guide the business through its next phase of development.