The director of the company wasn't directly involved. Yet, he was afraid that the top management of the overseas partner wasn't aware that he is the head of the department and expertise in that particular field.
When he saw that his designation is not indicated clearly and appropriately, he hit it out at his staff. He made sure that the overseas partner is aware of his position and put him on par with the same level management in their company.
He even went to the extent of making sure that his name appeared before the rest as a sign of seniority and job title.
Maybe it's better to focus on getting better in his area of expertise.