Intelligent design for architectural illumination

As CMO of The Lumenpulse Group, I oversee the marketing strategy of all brands globally, working closely with all senior executives to drive revenue, EBITDA, and new product development. Leadership of overall brand strategy and  awareness, along with strategic product messaging with executive responsibility for the creative direction and development of all marketing efforts including, new product design requirements, and agent/client experience and special event,s as well as oversight of all design related to print and online elements. Previously served as the Vice President, Sales & Marketing of Fluxwerx Illumination Inc., which I co-founded in 2011. With over 30 years of experience in the lighting industry, I have developed deeply entrenched relationships with both the North American specification community and agency sales force . At Fluxwerx, I was responsible for strategy and development of all sales related activities as well as the leadership of marketing, product development, and the management and motivation of a world-class network of more than 90 independent representative sales agencies across North America.A former recipient of an LC designation bestowed by the National Council for the Qualification of Lighting Professionals (NCQLP). Previously a member of the IESNA and actively involved with the IALD Education Trust. Former member of the EnOcean Wireless Alliance in North America that set the standards for development of wireless building automation and controls. Previous appointment as chairperson and lead sponsor of the Vancouver League for Studies in Architecture, as well as a judge of the International Illumination Design Awards (IIDA).

Fluxwerx is an industry leader in providing premium, innovative professional luminaire solutions for the general lighting of interior commercial and institutional spaces. Utilizing the latest technologies, our products deliver an optimal balance of modern design, technical performance, and minimal energy consumption to integrate quality illumination with contemporary architecture.As VP and founding partner of Fluxwerx Lance is responsible for strategy and development of all sales related activities including the leadership of marketing, product development, and the management and motivation of a world-class network of more than 90 independent representative sales agencies across North America.In his prior position as VP Sales and Marketing for Philips Ledalite, Lance was the creative force behind much of the new product positioning, content collateral, messaging and application. In addition, his role included oversight of all aspects of sales service operations, 5 North American regional sales managers, development of all product launch activities, creation of AIA/LEED and sustainability initiatives, website architecture and online applications, as well as hosting inbound and speaking at client seminars and retreats.Prior to Philips Ledalite, Lance was CEO and managing principal of the largest lighting and controls representative agency in the nation. Lance is a former recipient of an LC designation bestowed by the National Council for the Qualification of Lighting Professionals (NCQLP) and is an active member of the Illuminating Engineering Society of North America. He has been involved in the North American development of wireless building automation and control standards as part of the EnOcean Wireless Alliance. In addition, Lance has been the chairperson and lead sponsor of the Vancouver League for Studies in Architecture, as well as a judge of the International Illumination Design Awards (IIDA).

In 2010 Lance was elevated to VP Sales & Marketing and in this position led a multi-disciplined leadership group focused on the next generation of leading edge lighting, optical and control technologies. Since 2005 Lance has also been a senior member of the elite Ledalite executive management team, responsible for company strategy, growth and financial objectives, which has steered the company to best overall performance in the global Philips Lighting organization.Upon joining the company in 1993, Lance supervised the contract bidding and estimating group and then led technical Applications Engineering department before being promoted to Director of Sales. From there, he moved to the Energy Technologies Division, where as Director of Business Development he was an integral member of the team that pioneered network communication for integrated lighting and control systems which won prestigious international awards for technical achievement and energy savings. In 2005 he was named Western Regional Manager, and in 2008 Lance assumed the role of Senior Marketing Manager and focused on new product development.