Samsung Electronics Australia grows leadership team by four

Samsung Electronics Australia has announced several new leadership appointments within its Integrated B2B division.

Shawn Kwon has been appointed VP of integrated B2B and has over 14 years of leadership experience at Samsung Electronics, most recently overseeing direct-to-consumer and online business operations for Samsung Electronics South East Asia and Oceania.

Shane Cook has been appointed head of B2B display and branded memory. With more than 25 years’ experience in B2B sales, strategy and management across ANZ and APAC markets, he will focus on strengthening Samsung’s commercial display and memory offerings, delivering tailored solutions for business customers.

Helen Chady has been appointed head of product – display and branded memory. She will be responsible for leading the division’s channel and go-to-market strategy and brings experience leading category, insights and e-commerce strategies, spanning a range of industries and including previous roles with Samsung Electronics UK.

Atesh Mani has been appointed head of product – air solutions. Mani brings extensive industry experience, having previously held senior roles at Mitsubishi Electric, where he led product management, market analysis, and Go-To-Market strategies for a range of innovations.

These appointments are further supported by Mike Lilly, head of air conditioning, and Mark Malcaus, head of integrated sales – B2B, ensuring leadership across all areas of Samsung’s B2B operations.

Looking ahead to 2026, Samsung’s B2B strategy will centre on leveraging the power of its One Samsung offering - harnessing its product portfolio to deliver integrated technology solutions for businesses.

The strategy expands beyond Samsung’s core Rugged Devices, Pro Display, Monitors and Air Conditioning offerings to incorporate AV solutions and Home Appliances.

“Integrated B2B represents a new and exciting growth channel for Samsung, and an opportunity to deliver even greater benefits for our customers," said Kwon.

"With a refreshed structure and an experienced leadership team, we’re well positioned to expand across verticals, deepen partnerships, and deliver the best of Samsung innovation to Australian businesses."

Samsung has also bolstered its showroom capabilities, expanding its B2B showrooms to showcase solutions tailored to key verticals such as education, retail, display technologies, rugged devices, and a wider Samsung ecosystem room featuring its range of products.