WAI has announced the promotion of Marc Roder to International Sales Director, further strengthening its leadership team as the business continues its expansion across the UK, Europe and the rest of the world.
Roder will drive WAI’s international sales strategy, whilst continuing to lead and develop the sales performance across the UK. With more than 15 years’ experience in the industry, he will work closely with international buying groups, independent distributors and specialist partners to drive growth, strengthen relationships and maximise commercial opportunities.
The promotion follows the successful integration of WAI and PSH in late 2024, which has created a unified business with expanded product capability, enhanced logistics and a fully integrated sales organisation. Roder’s appointment reflects WAI’s focus on developing internal talent while building a consistent, customer-focused sales structure across international markets.
Roder commented: “I’m delighted to step into this new role at such an exciting time for the business. Following the merger of WAI and PSH, we now have a stronger, more aligned organisation and my focus will be on leading the team to deliver sustainable growth across our international markets. This role is about developing clear sales strategies, driving cross-functional collaboration and ensuring we continue to deliver value for our customers.”
With a strong emphasis on long-term growth, Roder will focus on building and maintaining key customer relationships while also identifying new opportunities to expand WAI’s market presence and strengthen its position across Europe, Middle East, Africa and new emerging markets.
Reporting directly to WAI’s Global Chief Commercial Officer, Richard Welland, he added: “Marc’s promotion is extremely well deserved. His ability to perform in high-pressure environments, combined with strong leadership, communication and commercial insight, makes him a key asset to the business. I’m confident that in his new role as International Sales Director, Marc will play a vital part in securing WAI’s continued growth and success.”
The new appointment is part of WAI’s ongoing commitment to investing in its people and strengthening its leadership team as the business enters its next phase of growth and success.
