Meet the Abaca Team
This is a group of passionate, creative, and talented individuals who love what they do — and who they do it with. Here, you can get to know the faces behind the work that makes it all happen.
Jason Batty
Manager, Customer Support
Jason Batty is Abaca’s Support Manager at Advantive for the EMEA region. Before joining Advantive, he spent over 20 years at Abaca Systems, diving into the world of support straight out of university and working his way up to lead the support team. After Abaca was acquired, Jason transitioned into his current role, where he now leads a team of five stellar support professionals covering both the Abaca and Kiwi products. The reward? Knowing he’s make a real impact every single day.
Outside of work, Jason is married and a dad to two incredible girls (10 and 14), plus a springer spaniel named Bailey.
Emma Smith
Manager, Implementation Consulting – EMEA and APAC
Emma Smith brings over 24 years of experience in the corrugated industry, spanning leadership roles in both manufacturing and software. With a deep understanding of business needs and a strong focus on delivering customer value through best practices, she currently leads Advantive’s Professional Services teams across EMEA and APAC. Emma is responsible for guiding new implementations and customer-specific projects, ensuring successful outcomes aligned with strategic goals.
David Loftus
Senior Strategic Account Manager – EMEA
Originally from Ireland, David Loftus is a seasoned Strategic Account Manager with a strong track record in SaaS and packaging solutions across the EMEA region. Since entering the packaging industry in 2020, he’s built a reputation for driving growth, aligning objectives with customers, and delivering long-term value through strategic collaboration.
With a background in engineering and product design, David blends technical insight with commercial expertise to support complex customer needs. A true team player, he thrives on building trust, solving problems, and working side-by-side with clients to unlock the full potential of their operations and ROI.
Paul Holmes
Senior Implementation Consultant
With over 32 years of experience in the corrugated industry, Paul brings a deep understanding of both plant operations and software implementation. He began his career at a sheet plant in South London, where he spent a decade gaining hands-on experience in design, estimating, sales, and ultimately serving as production manager.
Paul later joined Abaca—now part of Advantive—as an Implementation Specialist, where he led numerous successful software implementations. Over time, he advanced into leadership roles, first as Field Manager at Abaca, and currently serving the Implementation Specialist Team Lead at Advantive. His combined expertise in manufacturing and enterprise software continues to drive results for customers across the industry.
Robert Mabbutt
Strategic Account Manager – UK/EMEA
Robert specialises in supporting corrugated packaging companies across the UK and EMEA, helping them improve efficiency, streamline production, and deliver the highest quality to their customers.
With over 20 years in the packaging industry, he understands the unique challenges and opportunities in this sector and always ensures Advantive’s solutions make a real, measurable difference to his customers’ businesses.
Before joining Advantive, Robert led CITO UK Ltd, where he worked closely with printers, converters, and packaging manufacturers across the UK and beyond.
Kerry Williamson
Senior Customer Success Manager, EMEA
With more than 20 years at the crossroads of SaaS, manufacturing, logistics, and data analytics, Kerry partners with sheet and corrugated packaging plant owners, machine hands, and floor managers to transform on-the-ground challenges into streamlined successes.
She sees each customer as the hero of their own epic story – her role is to connect them with the right experts and help them think strategically about how to unlock the full potential of Abaca’s software.
Dominic Batty
Principal Product Owner
With over 15 years of experience in software development and product management, Dominic drives the vision and roadmap for Abaca’s industry-leading solutions. He works closely with customers, implementation teams, and developers to ensure every product enhancement delivers measurable value to the corrugated packaging industry.
Dominic has a strong track record of translating complex operational challenges into intuitive, high-performing software features. Outside of work, he enjoys exploring the outdoors, following motorsport, and spending time with his family.