Jay Moon

President

Jay Moon founded IBC Hearthware in 1993 as an OEM components manufacturer. Prior to starting NuWave, LLC, Jay worked at LG Holdings (formerly Goldstar) as a General Manager starting in 1984. Through IBC-Hearthware, he has focused the company's goals into developing new business channels within the green innovations sector of the technology industry.

Under Jay's leadership and passion, IBC has grown to be a leader in components manufacturing, and distribution. Jay's vision to provide quality LED products at aggressive price points has led ALSET^® LED Lighting line of products to reach the industry's highest standard for quality, and assurance.

Jay's mission to the consumer has not changed since 1993 – provide the best quality products at the best available price.

Cindy Thomas

General Manager of LED Sales

Cindy Thomas has an extensive background in the lighting industry, having held various sales, business development and regional sales manager positions with lamp manufacturers, OSI/Sylvania and Philips and OEM fixture manufacturers, Acuity Lighting and Hubbell. She was recognized as Sylvania’s National Sales Rep of the Year twice. In 1995-1997 while at Sylvania Lighting Services she worked to create the winning RFP for the Chicago Park District Lighting upgrade (interior and exterior programs valued at over $23,000,000.) Most recently Cindy has focused on working with ESCOs, contractors and distribution to successfully grow the retrofit market, while still supporting new construction efforts with lighting agencies.

Rick Kellen, PE LC

General Manager, Engineering

Rick joins the ALSET^® LED team with over 35 years of experience in the lighting industry. Rick has both engineering and technical sales experience with various types of lighting and controls. Previously held positions were Engineering Services Manager at Cooper Lighting, Senior Commercial Engineer at OSRAM Sylvania, National Account Sales Manager at Blue Ridge Technologies, Midwest Sales Manager at Optimum Lighting, and National Sales Manager at Heatron LED.

Rick has a BS-Electrical Engineering from University of Illinois – Urbana; MBA from Dominican University. He is also a licensed Professional Engineer (PE) in the state of Illinois and Lighting Certified (LC).

Brenda Baldwin

West Coast Regional Sales Manager

Brenda has over 35 years of experience in the electrical industry, ranging from contractor electrical estimating and project management to electrical distribution and regional sales management. Brenda is also familiar with most utility rebate requirements for the western United States. She has worked closely with contractors, distributors and utility representatives to develop and manage large opportunities for lighting projects.

Eung Yub Cha

Director of Engineering

Eung Yub (EY) Cha has a diverse background supported by over 20 years in various engineering fields, ranging from small household appliances all the way to commercial LED lighting. EY is involved directly with manufacturing, and oversees new, innovative technology that can be implemented into ALSET^® products.

Nick Harms

Field Applications Engineer

Nick Harms is the Field Applications Engineer for ALSET^® LED Lighting. With a bachelor’s degree in industrial design from the Milwaukee Institute of Art and Design, Nick has years of experience in the LED industry, including manufacturing, quality control, failure analysis and application engineering. During his time as an application engineer, Nick has used various 3D programs to create comprehensive lighting layouts tailored to the standards and requests of each customer in a timely and accurate manner.

Yasmin Beltran

Assistant Sales Manager

With over 12 years experience at Nuwave, Yasmin is dedicated to providing exceptional service to Alset distributors and customers. She helps assess customer needs and problems finding an ideal solution. Areas of expertise include shipping, order tracking, order accuracy and resolving accounting issues.