President - Chief Executive Officer American Lighting Association The American Lighting Association (ALA) is a trade association representing the residential lighting industry with the goal of increasing consumer awareness of lighting and growing lighting and related product sales for our showrooms, manufacturers, manufacturer representatives and associate members, through marketing, education and government advocacy. Key Focus Areas Membership engagement:           -Ensure that ALA is maximizing member value.           -Evaluate membership structure to ensure it is meeting the needs of all members.           -Increase participation fro