Joining the DMF Sales Team: Lighting Specialist in the Custom Integration Channel

DMF Lighting, the leader in modular downlighting in the custom integration channel announced the addition of Ellie Doherty as the new Western Regional Sales Manager on the DMF sales team.

Passionate about lighting design, lighting fixtures, and lighting control engineering, Doherty’s goal is to utilize her expertise in intelligent lighting to make lighting easy and exciting for dealers. She is a dynamic, success-driven, and highly motivated professional with extensive experience in all facets of specification and engineering lighting design layouts. Ellie has completed HTSA’s Lighting Levels I, II, and III courses after earning the American Lighting Association’s Lighting Specialist certification. Her experience includes extensive interaction with the design-build community; presenting to architects, builders, and interior designers; and working with homeowners to deliver luxury lighting solutions.

“We are delighted to welcome Ellie to our sales team,” commented Mike Libman, National Sales Director, Residential Systems, DMF Lighting. “Her professionalism, positive attitude, and commitment to excellence are the perfect complement to our organization’s track record of amazing growth and success. Ellie shares the same sense of responsibility and leadership qualities required to maximize sales-related objectives for DMF’s portfolio of award-winning products and solutions.”

Doherty’s career highlights include her most recent responsibilities as Director of Sales for the Lighting Division at Powerfull Systems, a Los Angeles-based custom integration firm contributing to exponential growth in the lighting category. Previously, she held the position of Automated Lighting and Shades Specialist with Doherty Design Group and TriPhase Technologies in Indianapolis following her success in the position as a sales representative for the Lutron Electronics’ Serena Shades team.

“I am excited to share my 10-plus years of experience directing the lighting divisions for two of the most successful top integrators in the country, who have maximized the opportunity to expand their business model by embracing the lighting category as a means to better serve their clients and make a positive impact on the bottom line,” said Doherty. “DMF Lighting provides the industry with exceptional products and unmatched service and a commitment to innovation that I am proud to be a part of.”

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About DMF Lighting
DMF brings a creative approach to lighting and offers industry-leading technology that sets the bar for performance, quality, and flexibility. Our in-house research and development team designs products that provide exceptional aesthetics and are modular, which allows our lights to adapt easily to project changes. DMF award-winning LED lights produce accurate color rendering, smooth dimming and have low power consumption. They complement and enhance how a room looks and feels without sacrificing energy efficiency.

At DMF, we understand that light is more than illumination; light is what makes a space beautiful, useful, and ultimately, enjoyable. Learn more at

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