Courtesy Xicato

Willem Sillevis Smitt has been appointed the new vice president of marketing for Xicato. Smitt has been involved in the lighting industry for quite some time. He holds a number of patents for LED uniformity and color consistency and is the author of several articles on the subject of quality and consistency of light. Most recently he was senior director product marketing and market development at Soraa where he helped to grow the company’s marketing strategy for its directional lamps and light engines. “It’s hard to imagine someone with more technical and marketing knowledge about today’s lighting industry, LED technology, and the channel than Willem,” said Menko Deroos, CEO of Xicato said in a press statement. “His decades of work at Philips, Lumileds, and Soraa make him uniquely qualified to lead Xicato’s applications and marketing teams.”