GenLED Lighting Builds Sales Outreach Sales and Marketing Expert Tom Heelan Appointed Vice President of Sales

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Tom Heelan, lighting sales and marketing expert, joins GenLED LIGHTING as vice president of sales. Heelan will report to Jeff Barton, Director of Sales and will be based in San Antonio.

I am really looking forward to helping GenLED grow.

Tom Heelan, lighting sales and marketing expert, joins GenLED LIGHTING as vice president of sales. Heelan will report to Jeff Barton, Director of Sales and will be based in San Antonio.

Heelan brings more than 30 years of lighting industry experience plus strengths in strategy, new business development and international sales and marketing. "Tom Heelan has the expertise, background and drive to help GenLED LIGHTING rapidly expand its reach and market penetration. He brings both lighting industry experience and a strong lighting fixture knowledge--a perfect mix to help us launch our new LED lighting retrofit lines," said Jeff Barton, Director of Sales.

Heelan joins GenLED LIGHTING from Better Designed Lighting of Winter Park, FL where he served as Northeast Sales Manager. At BDL, Heelan developed the operating and marketing structure of the company. He also led a reorganization that concentrated on developing a client base among lighting designers in the Northeast corridor. From 2004 to 2008, Heelan served as President of LIGHT-Alliance USA, Inc. a Massachusetts-based consulting firm focused on helping foreign lighting companies establish a presence in the US market. LIGHT-Alliance also evaluates products for marketability, UL listing, manufacturing options, and documentation and oversees a group of East Coast-based independent lighting agencies that represent and sell LIGHT-Alliance's affiliated companies' products.

From 2000 to 2004, Heelan was Vice President and General Manager, Architectural and Decorative for Lightolier, Fall River, MA where he re-aligned marketing concepts and thrust from a primarily residential market orientation to the architectural market segment. He conceptualized and introduced the first Lightolier decorative product, "Soli", to win a design award in twenty years and achieved the first positive, year to year, divisional sales growth in seven years. Before joining Lightolier, Heelan served as President of WILA Lighting, Inc of East Providence, RI. At WILA, he grew sales from $1 million to $3.5 million during his six year tenure.

From 1990 through 1994, Heelan was National Sales Manager at Kramer Lighting, Inc. Middletown, RI. He served as Lightolier's Calculite Product Manager from 1989 to 1990 in Secaucus, NJ and was Regional Sales Manager for Kurt Versen Company, Westwood, NJ from 1988 to 1989. He began his career as Product Manager at McPhilben Omega Lighting in Melville, NY in 1980.

"GenLED LIGHTING has a solid offering of high performing LED retrofit lamps and fixtures well-suited to architectural and retail environments. The GenLED products' superior light quality, long life and energy savings make this portfolio stand out among the competition and are ideal solutions for OEMs, end users, retailers and national accounts," said Tom Heelan, "I am really looking forward to helping GenLED grow."

Heelan attended the United States Air Force Academy and holds a B.S. in History from Syracuse University in Syracuse, NY. He also holds certificates from the USAF Logistics School and from APICS. He is a member of the Illuminating Engineering Society of North America.

About General LED    
Founded in 2003 with a strong intellectual property portfolio, General LED, Inc. is a holding company engaged in the application of light-emitting-diode (LED) technology. With three principal business units; commercial signage through AgiLight, Inc., architectural lighting through GenLED LIGHTING; and microelectronic product research, the General LED companies provide quality, energy efficient lighting products as well as advanced product research and development. General LED is a privately held company supported by San Antonio-based McCombs Partners, the investment division of McCombs Enterprises ( and by the Royal Group based in Abu Dhabi, United Arab Emirates ( General LED has offices in San Antonio, TX, Abu Dhabi, United Arab Emirates (UAE) and Dubai, UAE.

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