Future-forward LED firm Lighting Science today announced the recent appointment of veteran marketing executive Laura Calenda to the newly-created role of senior vice president of marketing. In this capacity, Calenda will partner with senior leadership to develop and implement national marketing strategy designed to expand its brand presence and educate consumers on its differentiated lighting solutions.

“Lighting Science has a long history of technological innovation,” said Chief Executive Officer Ed Bednarcik, “but for much of our history, we’ve been ahead of the demand curve. Fortunately, thanks to recent events such as the launch of Apple’s Night Shift App, we’re seeing increased consumer understanding of the impact of light spectrum upon human, plant and animal health. The time was right to bring on a senior marketing executive like Laura to help people better understand how they can use biological lighting to create healthier living and working environments.”

Lighting Science's New Senior Vice President of Marketing, Laura Calenda (Lighting Science/LEDinside)

Calenda, who brings a unique blend of healthcare and technology expertise to her new role, comes to Lighting Science from Corvias Group, a US $500 million, privately-held, public-private partnership development firm, where she served as Senior Vice President of Communications. In that capacity, Calenda successfully rebuilt the marketing and communications functions and undertook an extensive rebranding effort to support the company’s aggressive growth strategy.

Prior to Corvias, Calenda headed up Public Relations and Corporate Communications at Blue Cross & Blue Shield of Rhode Island, where she successfully repositioned the health insurer as a leader in transforming local healthcare delivery during the tumultuous period leading up to federal healthcare reform. Earlier in her career, Calenda also held senior marketing communications roles at Fidelity Investments, Covansys, a $400 million, publicly-traded, global IT consulting firm and the Rhode Island Supreme Court.

Calenda’s experience in strategically building and differentiating brands in local, national and global markets will assist Lighting Science in positioning its patented biological lighting products in the otherwise largely-commoditized lighting industry.

“I was hooked when Lighting Science taught me how light spectrum can be engineered to help improve human health and well-being, including sleep quality, productivity, energy levels and mood,” said Calenda. “These groundbreaking products represent the future of the lighting industry. I’m excited to come on board as we continue to expand the definition of light beyond illumination.”

Lighting Science is best known for its patented human health-focused LED lighting solutions, which it originally developed for NASA to help regulate the circadian rhythms of astronauts on the International Space Station. These innovative lighting products have been scientifically-engineered to help regulate hormone release, and promote healing, regeneration and performance optimization. In addition to their HealthE™ lighting series, Lighting Science also produces a robust line of cutting-edge, high-quality, sustainable and environmentally-friendly commercial and residential lighting products.

Calenda is a member of the American Marketing Association and Public Relations Society of America. An alumna of Leadership Rhode Island, she received her Bachelor of Arts from Salve Regina University.