Meet Brad Roderick, Business Director of Wood Adhesives based out of Nashville, TN
Introduction
Brad is nearing 15 years of dedicated service at Bakelite, a journey marked by lasting customer partnerships, collaborations across business units and teams, and a passion for growing citrus trees in Tennessee. He brings a unique blend of expertise and authenticity to everything he does. Discover what inspires him, the projects he’s most proud of, and why he believes Bakelite leads the industry.
Brad’s Story
What brought you to Bakelite and the commercial team?
I started my journey with a degree in Concrete Industry Management from Middle Tennessee State University—one of just 13 students in my graduating class. After graduating, I worked as a sales representative in the concrete industry based in Raleigh, NC.
In February 2011, I started my career with Bakelite in the Forest Products space. Later, I transitioned to the Phenolic Specialty Resins group—where I worked on the commercial team and built strong connections with customers.
In 2022, I moved into the Formaldehyde segment as Business Manager. That experience ultimately led me to Bakelite’s Wood Adhesive group where I’ve been able to combine my technical background with my passion for building lasting customer relationships.
What do you enjoy most about working in the commercial space?
Our customers are amazing, and that’s a big part of what makes this work so rewarding. There are so many facets to the commercial space that are fun and appealing, but what really stands out is working with the professional teams we have at Bakelite. The team ahead of me is highly experienced, which makes my job much easier. The key is knowing when to tap into their expertise and when to step back and let them shine.
It’s also exciting to see how we’ve grown our share in the wood adhesives market. It’s a fun, talented group, and I’m proud to be part of it.
What makes Bakelite stand out in the industry?
In the wood industry specifically, many competitors are stepping back from a customer-centric model to cut resources. We at Bakelite, however, are doubling down in the opposite direction. We’re leaning into our namesake and history of service, being on-site with customers, not just delivering products but acting as trusted subject matter experts. That commitment to service is what sets us apart. Those small, meaningful interactions—being present and understanding their needs—are things others can’t easily replicate.
Can you share a recent success story or project you’re proud of?
Too many to choose from! Some noteworthy wins include our thriving relationships with long-standing customers as well as a newer customer collaboration that is showcasing our partnership approach. Ultimately, these strong connections helped us pick up two new plants, which has been a big win for our team and a great example of how building trust drives success.
Do you have a favorite Bakelite Story?
One of my favorite stories goes back to 2022, right after Bakelite acquired Georgia-Pacific [Read the Press Release]. This major milestone brought a significant commercial reorganization, blending the Performance Materials and Chemical Intermediates sales teams under new leadership. At the time, I was leading Chemical Intermediates, and Donald Ullery was over Performance Materials—both of us stepping into management roles for the first time.
To foster collaboration, we launched joint quarterly meetings. The first session, however, didn’t go as planned. The teams were cautious, the conversations felt forced, and after two days, it was clear we hadn’t broken through. We realized trust was the foundation to build a high-performing team, and we had to prove they could trust Bakelite, its leaders, and each other.
For the next meeting, we changed the game and the location. Everyone stayed under one roof, and after the business sessions wrapped up, we cooked dinner together, sat around the fire, and talked about the things outside of work that shape who we are. We also carved out time to discuss how everyone was experiencing the changes. Sprinkle in a nightly raccoon visit, a bear sighting, and endless Blue Ridge Mountain views, and by the end of that trip, our teams had created lasting bonds and stories for life. We left with a completely different outlook—one that truly embodied One Bakelite.
Our Customers & Industry
What do customers appreciate most about working with us?
Customers appreciate the partnership and expertise we bring to every interaction. It’s not just about delivering products; we’re on-site, listening, and acting as trusted advisors. In an industry where others are pulling back, we’re doubling down on service and support. Those hands-on connections and our commitment to helping them succeed are what truly set Bakelite apart.
What business trends excite you the most right now?
I’m really excited about the way markets are rethinking how we build things, whether it’s houses, buildings, or automobiles. There’s a shift happening in construction and manufacturing, and Bakelite is in a great position to lead when these trends take hold. Our R&D team is already preparing for what’s next, making sure we’re ready to support these changes and help shape the future.
More About Brad
What’s one thing people might be surprised to learn about you?
I have a pretty unique hobby – I grow citrus! I’ve been doing it for about 13 or 14 years, and even when I moved back to Nashville, my citrus trees came with me on a moving truck. I have seven different trees, including lemons, limes, clementines, and mandarins. At one point, I harvested around 500 mandarins! It’s definitely not something you expect in Tennessee, but I love it.
Outside of work, what do you enjoy doing?
You mean, besides my passion for citrus trees? I love spending time outdoors, especially in places that feel a little off the beaten path. I’m an avid beachcomber where I enjoy searching for shells, shipwreck sites, and discovering remote areas. For me, the best treasures come when you put yourself out there. One of my most memorable finds was a whale jawbone, which I didn’t keep, but the experience was unforgettable. If you want to see amazing things, they won’t come to you on the couch—you have to go out and explore!
Looking Ahead
What are you most excited about for the future of Bakelite?
I’m excited about the opportunities ahead to grow and strengthen our existing culture. We have incredible talent out there—people we haven’t even met yet—who will join Bakelite and bring fresh ideas and energy. The future is about welcoming new perspectives while continuing to build on the world class experience we already have. That synergy will keep Bakelite a market leader moving forward.
If you could give one piece of advice to someone starting at Bakelite, what would it be?
We really value authenticity. Being genuine creates a safe space where you can bring your true self to work every day. That’s what we want—people being themselves. When you’re not authentic, we lose the unique perspectives and energy that make our teams vibrant. So, my advice is simple: be yourself!
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