Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, is aligning its global marketing organization with the next phase of international scaling. The company announced the appointment of Georgi Bonev as Chief Marketing Officer (CMO), effective June 1, 2026. Bonev brings over 15 years of international marketing and consumer electronics experience from Samsung, Lenovo, and TP Vision/Philips TV.
In his new role, Bonev is responsible for developing Shelly's global marketing strategy, strengthening international brand positioning, and scaling go-to-market structures across consumer, retail, and professional channels. His focus will be on enhancing global brand visibility, expanding the Pro segment, and improving customer and partner engagement within the Shelly ecosystem. He will also support the company's continued international expansion and the development of scalable go-to-market processes.
Bonev previously served as SEE Marketing Director for Philips TV at TP Vision, overseeing marketing activities across Southeast Europe. Before that, he held senior marketing leadership positions at Lenovo and Samsung Electronics, with regional responsibility for Central and Southeast European markets. His expertise includes international product marketing, retail and channel development, consumer engagement, and large-scale brand positioning.
Wolfgang Kirsch, Co-CEO of Shelly Group SE, stated: “With Georgi Bonev, we are gaining an internationally experienced marketing executive with a strong track record in building and scaling consumer technology brands across multiple international markets. His extensive expertise in strategic marketing, retail and channel development as well as international brand positioning will be highly valuable as we continue to expand Shelly’s global market presence and further strengthen our ecosystem and community approach.”
Bonev commented: “Shelly has established a highly differentiated technology and product ecosystem with significant international growth potential. I look forward to further strengthening the global brand positioning, scaling international marketing structures and supporting the continued expansion across consumer, retail and professional channels. Together with the team, our goal will be to further enhance Shelly’s international visibility and support the next phase of global growth.”
The appointment aligns with Shelly Group's strategy to professionalize its global marketing structures as it scales internationally. The company's products enable remote control, automation, and energy management of electrical appliances and smart building solutions. Shelly Group is listed on the Bulgarian Stock Exchange and the Frankfurt Stock Exchange (XETRA: SLYG). More information is available at www.crossalliance.de and the original release on www.newmediawire.com.
