Oracle Lighting, a supplier of lighting products and LED solutions, announced the hiring of industry veteran Robert Smith as national sales director.

“We are excited to welcome Bob to our dedicated Oracle team, and his leadership of our sales team brings a new perspective to our business,” said Tiffanie Hartenstein, CEO of Oracle Lighting, in a press release. “We have set ambitious goals for the company this year and for years to come. Coupling his expertise with our focus on innovation, we are certain this partnership will result in higher quality relationships with current and future customers.”

Smith’s aftermarket experience including positions at VisionX, Saleen, Unique Performance Concepts, and Detroit Street Rods. According to the release, Smith plans to maximize new and existing opportunities for growth and a modernized customer experience.

“I joined Oracle Lighting because I see an opportunity for substantial growth,” Smith said. “The company has already proven to be successful through twenty years of prosperity, and my goal is to provide initial guidance in the area of distribution. There are wholesale channels that have not been fully explored as the primary focus has been on product development and quality assurance. The benchmark for selling in the automotive aftermarket has been raised by companies such as Amazon. The customer experience from purchases made through these channels has changed the expectations regarding service and accessibility, and we need to respond in order to stay current.”