Sales and Marketing Manager at AluFoldDirect, Cassie Watters, recaps her return to the glazing industry and how any gender bias she has experienced became her springboard to success
When Cassie Watters started out in the glazing industry in 2012, she was regularly asked if she could pass customer calls through to “someone technical”. This only spurred her to rewrite the narrative for females in fenestration and, following a brief hiatus to pursue a passion in the charity sector, Cassie is now setting new standards as Sales and Marketing Manager at leading aluminium manufacturer and fabricator, AluFoldDirect.
With an unwavering passion for an industry that has both challenged and empowered her, Cassie is an advocate for the importance of fostering young talent, and removing any hint of gender bias that remains in glazing. We caught up with her to find out her thoughts on how the sector is opening doors – both figuratively and literally – for a new generation of talent.
You carved a career in the industry from the age of 19. What made you move away from it?
Over almost 12 years, I worked in every department of a company that grew from four staff members to 120, but reached a point where I wasn’t sure if it was the right path for me anymore. It became a journey of personal discovery. I wanted to find a role that felt truly rewarding, and that’s what led me to explore charity work.
What was your experience of the charity sector?
It was eye-opening. I moved from a corporate environment to working in a setting with limited resources, like operating from a kitchen rather than a formal office. While rewarding in some ways, it wasn’t for me long-term. It made me realise how much I value the fenestration industry, where I feel more at home and can leverage my skills.
And then you returned! How did it feel coming back?
When I joined AluFoldDirect in June, it felt like coming home. My background in sales and marketing, combined with my glazing knowledge, gave me confidence. It’s a unique industry, and being able to connect with the directors and speak the same “language” from the start solidified for me that this is where I belong.
How do sales and marketing work together?
Sales and marketing go hand-in-hand, and I’ve always prioritised working closely with sales and marketing teams to bridge any gaps and align strategies. I believe in leveraging insights from all parts of the business, from sales reps to delivery drivers, to inform marketing efforts.
How has the fenestration industry evolved for women?
The industry has come a long way in terms of gender equality, but there’s still room for improvement. When I first started, I often faced biases – people would ask to speak to “someone technical” simply because I was a woman, despite my strong product knowledge. Today, more women are entering the industry, and companies are promoting diversity more actively, but traditional mindsets still persist in some areas.
Is young talent nurtured enough?
AluFoldDirect hired two 17-year-old apprentices in the summer, one male, one female, who I have watched absolutely excel. It’s refreshing to see their confidence, enthusiasm and self-driven approach. Younger generations often simplify processes and bring a fresh, proactive perspective. It’s also about company culture, initiatives and inclusion, which are all essential for building a strong, diverse workforce.
How important are face-to-face sales in the digital era?
We continue to prioritise face-to-face meetings and traditional sales techniques, even as others rely solely on digital communication. There’s been significant change in how business relationships are built, especially post-COVID. The pandemic positively impacted the industry with a boom in demand, but it also created uncertainty, and that’s why personal connections and reassurance are still vital.
2024 was a tough year. What are your focuses for 2025?
Sustainability, Part L compliance and staying informed on the Future Homes Standard are critical, and supporting customers with resources, education and the tools they need to adapt to these changes has been a core focus for us at AluFoldDirect. We want to boost confidence and encourage collaboration to help our customers stay agile in a fluctuating market. The industry has always been resilient, and we know that quality and innovation tend to rise to the top during tough times.
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