DMF, based in Carson, California, has appointed Marcus Lovely as senior sales manager for the New York metropolitan area, the company announced. In the role, he will lead sales growth across New York City and the wider Northeast market.
Lovely will work with integrators, lighting designers, architects and builders throughout the region. DMF said he will also support dealers on luxury residential projects from specification through commissioning, serving as an advocate for the company’s modular lighting platform and promoting what DMF calls intentional lighting.
The platform is positioned around precise color rendering, smooth, flicker-free dimming and the ability to adapt as a client’s design vision changes. DMF describes itself as a leader in modular lighting for the technology integration channel, and the appointment places a sales executive with both commercial and technical experience in front of its dealer network.
Lovely joins DMF after more than 12 years at Unlimited Integration, a multi-city luxury technology firm headquartered in Houston. He most recently served as vice president of sales, leading sales strategy across ultra-high-end residential markets. In that role, he oversaw complex, design-driven integration projects that spanned architectural lighting, lighting control, professional audio and infrastructure design, from concept through execution.
He previously was chief technology officer at Unlimited Integration, experience DMF said gives him the technical depth to support dealers on demanding projects. Under his leadership, the company earned elite dealer status from leading high-end lighting and control manufacturers each year since 2018, according to DMF. It was also featured in national marketing and internal training content highlighting its work in client experience and system design.
Lovely is also co-founder of DUO Coffee & Pilates, a Houston wellness and hospitality brand he launched with his wife in 2021. The studio concept combines high-end audio, lighting and experience design.
Bryan Biga, vice president of residential sales at DMF, said Lovely brings a rare combination of deep technical expertise and long-standing relationships across the luxury integration channel. Biga added that he was confident Lovely’s track record with leading lighting and control brands and his reputation in the New York and Northeast market would translate into momentum for DMF dealer partners.
Lovely said he was excited to join DMF at a pivotal time for the brand. He cited DMF’s design-forward approach and its reputation for quality and dealer support as closely aligned with how he has approached partnerships with integrators and designers, and said he looks forward to bringing that approach to the New York metro market.