Shelly Group SE, a provider of IoT and smart building solutions, announced on June 2, 2026, the appointment of Georgi Bonev as Chief Marketing Officer, effective June 1, 2026. This strategic move aligns the company's global marketing organization with its next phase of international scaling and expansion of its brand and ecosystem strategy.
Bonev brings more than 15 years of international experience in strategic marketing, brand management, and commercial leadership within the global consumer electronics and technology industry. His background includes roles as SEE Marketing Director for Philips TV at TP Vision, senior marketing leadership positions at Lenovo, and experience at Samsung Electronics, with regional responsibility for numerous Central and Southeast European markets. His expertise spans international product marketing, retail and channel development, consumer engagement, and large-scale brand positioning.
As CMO, Bonev is responsible for further developing Shelly's global marketing strategy, international brand positioning, and scaling of the company's go-to-market structures across consumer, retail, and professional channels. His focus includes strengthening Shelly's global brand visibility, expanding the Pro segment, scaling international marketing structures, and enhancing customer and partner engagement across the Shelly ecosystem. He will also support further international expansion and the development of scalable global go-to-market processes.
Wolfgang Kirsch, Co-CEO of Shelly Group, 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 underscores Shelly Group's commitment to professionalizing its global marketing structures to support its growth trajectory. The company, which benefits from asset-light production through contract manufacturers, has a strong presence in German-speaking countries and markets its products in over 100 countries. With sales organizations across Europe, the United States, and China, Shelly Group is listed on the Bulgarian Stock Exchange and the regulated market (Prime Standard) of the Frankfurt Stock Exchange under the ticker SLYG, and is included in the SDAX. The original press release is available on NewMediaWire.
This leadership change is expected to bolster Shelly's international visibility and support the company's next phase of growth, impacting its global brand positioning and market expansion efforts.
