Balsamo's previous role at STI Lilyfield was as a prepress and digital workflow analyst. She was one of the key appointments made by former managing director Graham Trickey during his time at the Sydney point-of-sale specialist.

She previously held technical and marketing roles with BJ Ball, Fuji Xerox, Canon, Ricoh, Esko and Dainippon Screen.

Balsamo has also been a prominent member of the Junior Printing Executives Association of NSW since 1997.

[Feature: Workflow key to production efficiency]

Fujifilm's general manager of graphic systems, Sturt Eastwood, said Balsamo would bring "a rare combination of marketing, sales and technical skills" to her newly-created position.

"She understands intimately the technical issues facing busy prepress departments and builds on this with sound business and commercial experience, planning, strategy and training. Our team is considerably strengthened by Franca joining us and we welcome her aboard."

Balsamo said she was looking forward to helping Fujifilm customers with their prepress challenges.

"Fujifilm has a long-standing reputation in graphic arts and has always been at the forefront of innovation and change," she said.

"Our CTP, workflow and plate consumables products are, from my own experience, the best in the business and have the best environmental credentials, in keeping with Fujifilm’s commitment to sustainable development."

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