Ella Shum heads the market research in all application segments of the LED industry at Strategies Unlimited. She is also conference chair for the Strategies in Light events. Prior to joining Strategies Unlimited, Shum was General Partner at YEBY Associates, a consulting firm specialized in the LED industry. At YEBY, she was part of the initial phosphor sales team for Intematix and an early advisor to China’s SSL program. Shum was Managing Director of the R&D Lab at Emcore where she managed the development of TurboDisc reactors and epi research including LED technology. She was a marketing and sales executive for many years and she served as Vice President and Chief of Staff at BroadVision Inc. Shum received her MBA from The Wharton School, University of Pennsylvania and her B.Sc. in Computing Science from Imperial College, London.