GE Lighting announces new lines of businesses to support region's focus on driving energy efficiency


  • Shift from geographic orientation to channel orientation to enhance customer experience
  • New organizational structure will lend momentum to GE's focus to drive the LED transition and energy-efficiency initiatives of the region

Dubai, UAE; March 2, 2015: GE Lighting has announced its new organizational structure for the Middle East, Africa and Turkey (MEAT) region with a focus on enhanced customer service delivery and promoting sustainable lighting solutions.

The new organizational structure shifts from managing geographies to focus on promoting energy efficiency and rational use of power through sustainable lighting solutions for diverse requirements as well as comprehensive lighting solutions support for projects.

Led by the new organizational structure, GE Lighting has appointed Erdem Soyal as Projects Sales General Manager; and Manoj Jayachandran as Distribution Sales General Manager, for the MEAT region.

Agostino Renna, President & CEO for GE Lighting in Europe, Middle East & Africa, said: “We've never been more excited about the opportunities present in this region. There is a significant focus on driving sustainability and energy productivity through the application of LED technology. With LED lighting quickly becoming an innovative jump off point for various smart applications, this new organizational structure will allow us to augment our focus on delivering lighting enabled outcomes to customers through multiple channels."

Based in Istanbul, Erdem Soyal will lead the lighting projects business in the region. He was previously in Dubai and responsible for the business development strategy of lighting solutions & services in the growth markets region. He built up an extensive network in the lighting industry, particularly in the stadium lighting business. He started his career as consultant to the Dutch government and has worked in the lighting business in Turkey, Central Eastern Europe and Asia Pacific region. Erdem holds a Master's degree in Business Administration from Tilburg University, in the Netherlands, and also has an electrical engineering background.

Manoj Jayachandran will work on the transition of the distribution business to energy efficient solutions and work with local customers and stakeholders to strengthen market awareness on the long-term benefits of sustainable lighting. Manoj brings 21 years of experience in sales and distribution in the region, having started his career in the lighting distribution business in India. Based in Dubai since 2002, he has been involved in setting up new accounts and opening business in Africa. He holds a Masters in Business Administration from Osmania University in India.

GE is taking LED lighting, which it pioneered, to the next level by leveraging the Industrial Internet, which integrates intelligent machines with brilliant people, allowing them to find new ways to address major global challenges. This, in turn, also contributes to the sustainable development of the region.

GE Lighting has a rich history in the Middle East having established long-standing business association with over 70 key partners over the past several decades. With a full-fledged team in the region, GE Lighting has several professionals driving the operations.

About GE Lighting

GE Lighting invents with the vigor of its founder Thomas Edison to develop energy-efficient solutions that change the way people light their world in commercial, industrial, municipal and residential settings. The business employs over 17,000 people in more than 100 countries, and sells products under the Reveal and Energy Smart consumer brands, and GTx, Immersion, Infusion, Lumination™ and Tetra commercial brands, all trademarks of GE
www.gelighting.com/eu

For more information, please contact:

Caroline Wehbeh
GE Communications Leader, North Africa
+9714 4296318
caroline.wehbeh@ge.com
Kelly Home/ Nivine William
ASDA'A Burson-Marsteller
+9714 4507 600
kelly.home@bm.com / nivine.william@bm.com


Take our passion for light and share it with your friends: