Woodward Group is pleased to welcome Bernard Cassidy as our new Group Sales Director, strengthening the business with more than three decades of experience across the automation, control and electrical engineering sectors.
Bernard joins the business following a long and successful career working with some of the UK’s leading automation and control companies, where he held a range of sales, business development and leadership roles. His experience spans industrial automation, control systems and electrical engineering, with a strong focus on building long-term customer relationships and developing growth strategies that deliver results.
An accomplished sales career
After beginning his career through an electrical apprenticeship, Bernard soon realised his strengths lay in the commercial side of the industry. That led him into electrical sales and eventually into the automation and control sector, where he has built an accomplished career over the last 30 years.
Much of his career was spent at Routeco, where he worked for 19 years and progressed into the role of Area Sales Manager. He later moved into business development and senior sales leadership positions across several engineering and automation businesses, including roles focused on control systems, power and automation solutions, and engineered electrical services.
Throughout his career, Bernard has developed a reputation for building strong and lasting client relationships. He believes honesty, transparency and credibility are essential qualities in sales and takes pride in developing partnerships that stand the test of time.
Aligned with Woodward Group’s growth plans
Speaking about his new role, Bernard said: “I was really excited by the conversations I had with Matt and the wider team about Woodward Group. There’s a lot of ambition within the business and a genuine drive to keep growing, which really appeals to me. I can see a clear alignment in terms of objectives and values, and I’m looking forward to using my experience to help support the next stage of growth for the company.
“For me, sales has always been about relationships. It’s about understanding what clients need, being honest with them and building trust over time. That’s something I’ve always enjoyed and something I’m passionate about bringing to Woodward Group.”
Strategic sales leadership
As Group Sales Director, Bernard will focus on managing and developing Woodward Group’s sales pipeline, strengthening relationships with existing customers and identifying new business opportunities across the sectors Woodward Group supports.
His strengths include sales leadership, strategic business development, market analysis and mentoring sales teams, having previously managed teams of up to 40 people. He also brings extensive experience using CRM platforms including Salesforce and HubSpot.
One of Bernard’s proudest career achievements came from securing a £1 million/year automation project within the automotive sector, which began with a cold call two years earlier. By steadily building relationships with key stakeholders and maintaining regular contact, he successfully developed the opportunity into a major long-term project.
A welcome addition to the team
Aden Woodward, Managing Director of Woodward Group, said: “Bernard brings a huge amount of experience, knowledge and energy to the business. He understands the industry inside out and has a proven ability to build strong customer relationships and drive growth. Just as importantly, he’s someone who shares our values and ambitions for the future of the Group. We’re delighted to welcome him to the team.”
Outside of work, Bernard enjoys spending time with his family – he is a proud father of three and a grandfather of one, with a second grandchild on the way. He is also a lifelong Leicester City supporter and has a strong passion for music, having performed for many years as a drummer, keyboard player and lead singer.