Woodroofe joins the Toronto-based organization following a two-decade career in international transportation and payment solutions. His previous tenures include senior business development roles at Cubic Transportation Systems and Thales, where he oversaw significant revenue expansion, including $3.5 billion in growth over a six-year period at Thales. At Modaxo, he will focus on unifying customer relationships across the company’s diverse business units and streamlining the firm's competitive approach.

CEO Bill Delaney emphasized that Woodroofe’s track record in managing complex organizational structures is vital for the company’s long-term scaling efforts. Woodroofe noted that his immediate priority involves leveraging Modaxo’s existing technical expertise to deepen industry partnerships and clarify the firm’s growth trajectory in the global people-movement sector.