Amy Lyons, Seaward

A North East electrical test and measurement specialist has appointed a senior executive to oversee its global brand and business development as it invests further in international operations.

Amy Lyons joins Peterlee-based Seaward Electronic Ltd as international business development manager in a move that will see her working alongside the senior management and sales teams to open up new routes and markets for the company’s range of multi-function industrial and production line electrical testers, notably the HAL series.

A key brief will be to continue to develop Seaward’s presence and reach across Europe and Asia, where there is significant opportunity to build additional brand awareness and market share among electrical product manufacturers and suppliers requiring high quality test and measurement technologies.

She will also oversee the opening of new routes to market and provide support for the company’s network of international sales and distribution partners while showcasing Seaward products and network building at international industry exhibitions, seminars and events.


Bringing 20 years’ experience and expertise in sales and marketing, product management and electrical engineering to the position, Amy rejoins Seaward in an expansive role that will also see her develop new opportunities and commercial ventures with parent company GMC’s global network of customers, suppliers and partners.

In taking up her new position, Amy said she sees significant opportunities to build further the Seaward brand and reputation internationally. She said: “I am delighted to be back at Seaward, who have a robust market presence and have seen significant growth in the last few years. I’m excited about our future potential and eager to develop new strategies to expand our international footprint and secure additional business.”

CEO Chris Callan said Amy is another key strategic appointment and added: “We are committed to hiring the best industry talent to support our growth and ambitions. It’s fantastic to have Amy back on board with her strong experience, sector knowledge and track record in international business development work and corporate brand building.”

At its head office in Peterlee,  and with an operation in Tampa, Florida, Seaward employs around 200 people and is part of GMC Instrumentation Group, a collaboration of separate specialist test equipment manufacturing businesses based in Germany, Switzerland and the USA.