Senior Commercial Leadership for Lighting Companies That Need Growth Without Another Full-Time Executive
I help lighting manufacturers improve positioning, lead generation, sales execution, product launches, and commercial discipline.
After more than 13 years across sales, marketing, product, and business development—including leading a 15-person commercial team at First Light Technologies—I now work directly with lighting companies that need experienced leadership without the cost or commitment of a full-time executive.
WHEN GROWTH STARTS TO FEEL HARDER THAN IT SHOULD
Most lighting companies do not lack ideas.
They lack clear priorities, consistent execution, and alignment between sales, marketing, product, and leadership.
Common symptoms include:
Lead generation that produces activity but not enough qualified opportunities
Sales and marketing operating independently
Product launches that fail to gain traction
Unclear positioning in a crowded market
Weak follow-up, qualification, and pipeline visibility
Agencies or contractors working without strong internal direction
Growth initiatives that stall because no one owns the full commercial picture
I help identify where growth is getting stuck and put practical systems, priorities, and accountability in place.
How I Help
Commercial Strategy
Clarify target markets, customer segments, channel priorities, positioning, and growth opportunities.
Marketing Leadership
Establish marketing priorities, manage agencies and contractors, improve campaign execution, and connect activity to commercial outcomes.
Lead Generation
Build practical inbound and outbound programs that create qualified opportunities for sales teams.
Sales Enablement
Improve messaging, presentations, proposals, qualification processes, follow-up systems, and pipeline visibility.
Product & Market Launches
Coordinate positioning, launch planning, sales tools, channel communication, and market activation.
Sales and Marketing Alignment
Create clearer accountability, shared priorities, reporting, and operating rhythms across commercial teams.
Relevant Experience
Contributed to approximately 40% business growth during senior commercial leadership tenure
Led a 15-person team across sales, marketing, product, and business development
Supported expansion across North American markets
Led brand, website, campaign, and product-launch initiatives
Improved forecasting, qualification, segmentation, and pipeline discipline
Worked across specification, distribution, direct sales, and partner channels
Translated technical products into clear commercial value
Ways to Work Together
Fractional Leadership
Ongoing senior commercial or marketing leadership without the cost of a full-time executive.
Advisory
Regular strategic guidance, planning, review, and executive support.
Project-Based Support
Focused engagements covering positioning, lead generation, product launches, sales enablement, or commercial process improvement.
This is the Ideal Fit
If your company:
Have reached a growth plateau
Need stronger marketing leadership
Lack alignment between sales and marketing
Are preparing for a product launch or market expansion
Need senior support but are not ready for a full-time executive
Want an experienced operator rather than a traditional agency
Let’s Talk
A brief conversation is usually enough to determine whether there is a useful fit.
Kurtis Hurrie
Fractional Commercial & Marketing Leader
Victoria, British Columbia