Flux Marine has appointed Gary Lancina to its advisory board marking a shift in its commercial strategy.
The high-performance electric outboard motor company headquartered in Bristol, RI, says instead of aiming at technical perfection, its focus has shifted to aggressive commercial expansion.
Lancina, is a former head of strategy at Mercury Marine, where his strategies were instrumental in driving $1 billion in revenue growth and securing record-breaking market share.
His experience spans digital marketing in the ’90s to scaling Redbox by $650 million in three years.
Gary doesn’t just understand the marine industry; he knows how to scale brands to a global stage.
Ben Sorkin
“We’ve spent five years perfecting the most advanced electric propulsion on the water,” said Ben Sorkin, CEO of Flux Marine.
“Now, we’re investing heavily in the new flywheel of our business: sales and marketing.”
He added: “Gary doesn’t just understand the marine industry; he knows how to scale brands to a global stage.
“His track record of accelerating growth is exactly what Flux needs as we move from a pioneer to a household name.”
Marine technology
Lancina will provide guidance on strategic partnerships, B2B opportunities, and brand positioning.
“Electric propulsion is the most significant shift in marine technology in generations,” said Lancina.
“Flux Marine has the breakthrough performance and the engineering integrity to lead this transformation.
“I’ve spent my career helping businesses win during periods of massive disruption, and I am thrilled to help Flux build a brand that defines the future of boating.”
