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ALSET® LED's Leadership
Featuring Years of Valuable Experience in the Lighting Industry.
Jay Moon
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 of 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.
Bill Lee, CEA
Northeast Regional Sales Manager
Bill has over 30 years of sales management experience on both national and regional levels. His extensive career has focused on selling technological solutions in energy conservation. Prior to coming to ALSET® LED, Bill was the National Sales Manager for a start -up LED manufacturer where he built strong relationships with large ESCO’S and distributors nationally. Bill is a Certified Energy Auditor and understands the full impact of cost savings as well as utility program incentives for LED lighting.
Peter Brown, LC
South Central Regional Sales Manager
Peter joins ALSET® LED with over 30 years of experience in the industrial/commercial lighting renovation markets with such companies as Philips Lighting, Metal Optics (Acuity) and more recently a large ESCO contractor. He has expert knowledge of the lighting audit process, design and ROI/financial reporting. His certifications include LC, IES and BOC (NEEC Building Operator).
Brooks Satterwhite
South East Regional Sales Manager
Brooks joins ALSET® LED after working in the lighting and electrical industry for the past 31 years in both sales and operational functions for companies including IllumElex, Osram Sylvania and Hubbell. He began his career in the electrical distribution area with a focus in the construction markets. In 1984, he was introduced into the lighting contracting industry where he worked in all areas of sales, operations and finance. Through the years, he has gain an extensive working knowledge of all applications of lighting from commercial and industrial, to retail and merchandising. He has managed projects on a national, regional and local scale for customers representing industries in all types of business sectors. Brooks enjoys working within a diverse and rapidly changing industry selling technological solutions and contributing to the customers success.
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.
Heather Rohde
Sales Administrator
Heather Rohde is the Sales Administrator for ALSET® LED Lighting, bringing 15 years of experience in executive support and sales administration to the ALSET® LED team. Heather provides sales support for the LED team and assists with support and training for NuWave’s dedicated Customer Service team. Additionally, she assists with design and production of product specifications and other technical documents.
Jayanthi Govindaraghavan
Assistant Sales Manager
Jayanthi (JayS) brings over seven years of experience in IT and management skills to the ALSET® LED team. She has a bachelor’s degree in Physics, coupled with experience in writing technical manuals, allowing JayS to provide accurate and detailed customer service for all ALSET® LED customers.
Sandra Ocampo
Assistant Sales Manager
Sandra Ocampo has a background in the medical field bringing experience in customer service to the Alset LED team. She is very detail oriented and excels at delivering efficient service to clients. She helps to assess the customer’s needs and problems finding an ideal solution. She is committed to providing high-quality customer service to provide a positive experience.
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After years of success with the NuWave Oven and NuWave PIC, NuWave, LLC has branched out with our ALSET® LED line of light bulbs and fixtures. ALSET® LED lamps, troffers, canopies, highbays, T-8 retrofit tubes and downlights continue our commitment to help our customers Live Well For Less through their superior heat management, instant-on feature and high efficacy. Call us at: 1(800)689-2573
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