Xander Y.

Xander Y. serves as Vice President of Durable Goods at Hydrofarm LLC since January 2021, overseeing general management and P&L ownership in the durable goods category, with responsibilities including category and channel management, business integration, vendor development, and go-to-market strategy for private-label brands. Prior experience includes Director of Brand Development at Hydrofarm focusing on merger and acquisition prospecting and brand strategy, Product Line Manager for SANANBIO™ handling vertical farming and horticulture lighting, and a financial analyst role at Suncore Photovoltaics developing financial models and evaluations for investments. Xander has also contributed as a news producer for France 24 in Beijing and a project manager/consultant for Super Events Consulting, with involvement in major events like the Shenzhen Universiade and 2010 Guangzhou Asian Games, and served as Sports Presentation Coordinator for the Beijing 2008 Summer Olympic Games. Xander holds an MBA in Analytics and Entrepreneurship from Wake Forest University and a Bachelor of Art in Broadcast Journalism from the Communication University of China.