Woodward ran the marketing side from 2007. We were already the richest club then. You can consult this table:
https://en.wikipedia.org/wiki/Forbes'_list_of_the_most_valuable_football_clubs
In fact between 2013 and 2016, under his stewardship, we dipped below Real and Barca both in terms of total value as a club and in terms of revenue generated.
Woodward is credited with almost tripling the club's commercial revenue from 2007, when he took over his commercial role, to 2012. Which is true and he did a good job, but he didn't do a better job than his peers from what I can see. Football went global and penetrated emerging markets in this last decade, which is where all the growth came from. We were riding a wave and we took a slice of the pie commensurate to our status as club when the wave started.
Again, I'm not saying he did a bad job or that he's not good in the commercial side of business. I'm just putting some perspective into this "commercial genius" saga. A lot hedge fun portfolio managers and CEOs tend to be indiscriminately branded geniuses for generating large profits when they just ride the high waves of their respective markets without delivering a return higher than the next guy in the same position as them. That's not to say that they aren't knowledgeable in their field and don't deserve their jobs, but genius is stretching it.