Shelly Group SE, a provider of IoT and smart building solutions, has appointed Georgi Bonev as Chief Marketing Officer (CMO) effective June 1, 2026, aligning its global marketing organization with the next phase of international scaling and brand expansion. Bonev brings over 15 years of international marketing and consumer electronics experience from companies such as Samsung, Lenovo, and TP Vision (Philips TV), and will oversee the development of Shelly's global marketing strategy, international brand positioning, and go-to-market structures across consumer, retail, and professional channels.
In his new role, Bonev will focus on strengthening Shelly's global brand visibility, expanding the Pro segment, scaling international marketing structures, and enhancing customer and partner engagement within 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 expertise in strategic marketing, retail and channel development, and international brand positioning will be highly valuable as we continue to expand Shelly's global market presence."
Bonev previously served as SEE Marketing Director for Philips TV at TP Vision, responsible for marketing activities across Southeast Europe. He also held senior marketing leadership positions at Lenovo and Samsung Electronics, with regional responsibility for numerous Central and Southeast European markets. His career includes extensive expertise in international product marketing, retail and channel development, consumer engagement, and large-scale brand positioning. "Shelly has established a highly differentiated technology and product ecosystem with significant international growth potential," said Bonev. "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."
Shelly Group develops IoT and smart building solutions for DIY and professional users, offering technology for remote control, automation, and energy management. The company benefits from asset-light production through contract manufacturers and has a presence in over 100 countries, with sales organizations in DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China. Shelly Group SE is listed on the Bulgarian Stock Exchange and the regulated market (Prime Standard) of the Frankfurt Stock Exchange (XETRA: SLYG), and is included in the SDAX. For more information, visit the original release on NewMediaWire.
