Elemental Brands names Maura McGuinness director of specification sales

Elemental Brands has appointed lighting veteran Maura McGuinness as director of specification sales for Lucetta and Gammalux, adding more than two decades of design and sales experience as the company looks to deepen ties with architects, designers and specifiers. The move is aimed at expanding the brands’ specification network and strengthening project support across architectural and commercial lighting work.

Why it matters: - Elemental Brands is adding a senior sales leader with direct experience in lighting design, manufacturer representation and specification sales. - The hire supports Lucetta and Gammalux as the brands push deeper into architectural and design-led projects. - The role is built around stronger relationships with architects, lighting designers and other specifiers.

What happened: - Elemental Brands appointed Maura McGuinness as director, specification sales for Lucetta and Gammalux. - The company announced the move on September 22, 2026, from Reno, Nevada. - McGuinness brings more than 20 years of experience across architectural lighting design, specification sales, manufacturer representation and sales leadership. - Her background includes work with architects, lighting designers, engineers, interior designers, contractors and project teams across architectural and commercial environments.

The details: - Paul Irwin, CRO of Elemental Brands, said McGuinness understands lighting specification from multiple sides of the business. - Irwin said McGuinness has designed lighting projects, represented architectural lighting manufacturers and led regional sales for linear lighting brands. - In the new role, McGuinness will focus on expanding Lucetta and Gammalux relationships within the architectural and design communities. - McGuinness will also work to strengthen the specification sales network and connect product, technical and project-support capabilities more directly to designers and specifiers. - McGuinness said she is excited to join a company she has watched as both a customer and competitor. - McGuinness said Elemental Brands has a mission focused on building something relevant for designers and supporting ambitious projects.

Between the lines: - The appointment signals a push to make specification sales a larger part of Elemental Brands’ growth strategy. - McGuinness’ mix of design, sales and manufacturer-side experience should help the brands speak the language of both creative and technical buyers. - The hire also fits a broader trend in lighting, where manufacturers compete on support, clarity and project partnership, not just products.

What's next: - McGuinness will begin building out relationships and sales support for Lucetta and Gammalux in architectural and design channels. - Elemental Brands will likely lean on her experience to support more complex project work and specification-driven opportunities. - Lucetta and Gammalux will continue positioning themselves around technical expertise, project support and design-focused lighting systems.

The bottom line: - Elemental Brands is betting that a seasoned specification-sales leader can help turn design relationships into growth for two of its architectural lighting brands.