Yaming Lighting Appoints New GM for Middle East and North Africa Office

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Chinese LED lighting company Yaming Lighting appointed Ayhan Siriner as the new general manager for Middle East and North Africa (MENA) region as part of its regional deployment strategy.

The new MENA GM will be managing sales and marketing team to optimize Yaming Lighting’s market share, sales, margin and volume of lighting brands Yaming and Felio Sylvania Lighting brands (Concorde, Lumiance and Sylvania).

Siriner will be overseeing Yaming’s market strategy, develop profitable business relationships with contractors and specifiers, and raise offerings to both existing and new clients. 

He will be reporting to Rashid Al Noori, the chairman of Yaming MEA and CIS regional headquarters in Dubai.

Siriner, is a veteran in the lighting industry and worked for Philips Lighting from 2000 to 2010. During this time period, he introduced Master LED lamps category to professional channels in Europe.

He also headed the professional lighting marketing department in Turkey, while being employed in Philips and managed large landmark lighting projects, such as the Bosporous Bridge in Istanbul and established local network of specifiers with the Philips Lighting Club.

After leaving Philips Lighting in 2010, he joined Osram’s Hong Kong office, where he oversaw the company’s Asia Pacific marketing strategies. During his three years at Osram he introduced industrial design concepts during product development, and directed regional campaigns to promote professional luminaires with architect and lighting designers.

From 2014-2015, Siriner worked at Dow Corning and was the regional marketing leader for its lighting business, where he was focused on developing regional growth strategies for silicon solutions during the first year. His strategies were focused on new lighting applications to increase innovation in lamp and luminaire designs, and related LED applications throughout Europe.

Welcoming the appointment, Al Noori said: "Siriner brings valuable know-how to Yaming and Feilo Sylvania and will be an asset to the management team. His knowledge of commerce, lighting and international experience will be invaluable as we look to define more innovative solutions for our clients and grow our presence in the Mena region."

Siriner graduated from Rotterdam School of Management at Erasmus University, and held a major in strategy management and international business, and holds a minor in services marketing management and cross cultural consulting. He also received a master’s degree in Business Administration.

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