Woodroofe joins the Toronto-based organization following a two-decade career in international transportation and payment systems. His previous tenures include senior business development roles at Cubic Transportation Systems and Thales, where he oversaw significant top-line revenue expansions. At Cubic, his initiatives contributed to a reported $1 billion year-on-year growth, while his six-year stint at Thales saw a $3.5 billion increase in revenue.

In this newly created position, Woodroofe will manage the company’s competitive strategy and coordinate relationships between Modaxo’s various business units and their global partners. He is also tasked with supporting the firm’s ongoing merger and acquisition activities. CEO Bill Delaney noted that Woodroofe’s experience in navigating complex organizational structures will be critical as the company scales its software and technology solutions to meet its long-term connectivity targets.