January 31, 2023

Samsung has reportedly hired a new head for its online sales and marketing team. According to the Korean media, the company has roped in former Yogiyo CEO Kang Shin-bong for this role. Kang will serve as the vice president of the Korean tech behemoth’s newly established Direct to Consumer (D2C) Center under its Global Marketing division. He will lead Samsung’s efforts to improve and strengthen its brand image through online sales channels.

Kang brings decades of professional experience to Samsung. He studied business administration at the Fuqua School of Business, Duke University, and served various roles in companies like Boston Consulting Group, eBay, and Yogiyo. Most recently, he was the CEO of Yogiyo, which is South Korea’s second-largest food delivery platform. Yang stepped down from his role at Yogiyo in May last year after more than five years citing personal reasons. He remained an advisor for the company but may have now quit that role after joining Samsung.

Samsung has been finding it difficult to keep Chinese firms at bay in the smartphone market lately. While it remains the world’s largest smartphone vendor, the company is losing market share to its Chinese rivals, which are coming at it fast with aggressive pricing. The Korean behemoth has been unable to match that. It has also failed to penetrate the Chinese market, and that means a massive loss of opportunity. After all, China is the world’s most populous country and the largest smartphone market globally. The company may be hoping Kwang will help improve its brand image in the country.

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Samsung marketing head Kang Shin bong

Samsung recently hired a Mercedes designer

This is Samsung’s second high-profile hiring in less than a month. In late 2022, the company announced that it had roped in former Chief Design Officer of Mercedes, Hubert H. Lee, to lead its smartphone design team. Lee has two decades of experience in design and leadership at the very top. He will serve as the executive vice president and head of design at Samsung’s MX (Mobile eXperience) division that oversees the smartphone business.

The Galaxy Z Fold 5 and Galaxy Z Flip 5 foldables should be the Korean firm’s first major products under Lee’s close watch. The fifth-gen Galaxy foldables will arrive in mid-2023. Early rumors are already suggesting major aesthetic improvements on the new devices. We should hear more about them in the coming month, once Samsung is done and dusted with the Galaxy S23 series flagships, which arrive on February 1st.