Inside APP: Ian Lifshitz and His Key Role at APP Canada

In addition to having business units and supply partners spread across Indonesia, Asia Pulp & Paper (APP) Sinar Mas has also been established internationally. Earlier this year, one of APP Sinar Mas’ business units, PT Indah Kiat Pulp & Paper Tbk (IKPP) - Perawang Mill, received a media visit from Canada Representatives Office. During this visit, we had the opportunity to gain perspective on career, leadership, and international markets from Ian Lifshitz, Head of Sustainability and Public Affairs APP Canada. Let’s hear what he has to say!

Tell us more about yourself and your journey with APP Canada, what’s your role and your main responsibility? How do they align with your background and expertise?

My background and degree are in communications, with much of my work experience focused on sustainability. To be honest, (and to my embarrassment at the time), I couldn’t even point to Indonesia on a map. It was only after I joined and spent nearly a month exploring the ins & outs of our operations in Indonesia, did I truly realize the scope and size of the company and how fortunate I was to be a part of this global organization. 

Since joining APP Canada in 2010, what do you reckon as the biggest challenge you faced, and how did you overcome it?

What is incredible about APP is its ability to listen to the marketplace, adapt, change and grow to evolving market dynamics. The elements within our Forest Conservation Policy, our 2020 & 2030 goals, along with other programs were not developed within isolation, but created with a multi-stakeholder approach including input from NGOs and customers while also looking at other global standards like the United Nations.

13 years ago, our focus was trying to reach and educate the marketplace about our sustainable practices. With these programs now firmly in place, aligned with both customer and global standards, we are seeing the market recognize and truly support our sustainable journey.

How do you adapt to the Company and bring positive changes?

We must always remember that we are a supplier, part of a large supply chain for many of our end-customers. Within the Americas, we spend lots of time listening to our customers. Many of them have made sustainable commitments within their own policies and it is up to us to understand their needs, support their objectives, and adapt our policies to ensure alignment. 

What makes APP Canada Special?

What makes my job unique is that although I sit in Canada, my responsibility covers three different and distinct markets: Canada, the United States, and Latin/South America. I was originally hired as Sustainability Manager for North America, and my role has gradually grown to Head, Sustainability & Public Affairs, for the Americas.

Each region is very different from the next with varying and sometimes competing priorities and business models. Aside from working in multiple time zones and languages, it’s up to me to understand each market's distinctiveness and develop the creative marketing approaches needed to continue to grow to support our business.

How do you portray leadership?

What I have learned from my own superiors is to view leadership in terms of teams: identifying people’s abilities and strengths, while mentoring areas of weakness. A strong leader lets people work outside their comfort zone and encourage them into new directions, finding capabilities that they may not be aware they had. 

How do you drive APP Canada to maintain sustainable business and keep innovating for a better future?

APP’s approach to its business has always been to stay ahead of the curve, watching market dynamics and meeting those trends head-on. Our approach towards sustainability is a holistic approach, not only covering our operations, but impacting our product development. By looking ahead, we are able to address the entire sustainable lifecycle of our paper and packaging products, from fiber souring right through to product end-of-life.

What is the most important thing you have learned throughout your career that you want to share with everyone?

I’ve been fortunate to work with so many outstanding individuals within APP that have prompted me to always learn and improve to be even better. One approach that I believe is critical is to listen, really listen, then react. Sometimes, issues raised may not always be delivered in a direct question. In these cases, you need to take your time and listen to understand the core issue. So much of communication can be reactionary, but when you break down concerns, issues, questions, you find you are not always so far apart, common ground is often closer than you think.