Samsung Electronics Australia Announces New Leadership Appointments to Drive Integrated B2B Growth

New appointments align with Samsung’s strategy to expand across verticals and deliver integrated solutions for Australian businesses

Samsung Electronics Australia has announced several new leadership appointments within its Integrated B2B division, reinforcing its commitment to sustainable growth and the delivery of end-to-end technology solutions across industries.

Shawn Kwon has been appointed Vice President, Integrated B2B, overseeing the organisation’s holistic B2B strategy. With over 14 years of leadership experience at Samsung Electronics, Shawn has led strategic sales and marketing initiatives across global markets – most recently overseeing Direct-to-Consumer and online business operations for Samsung Electronics South East Asia and Oceania. His previous roles as Senior Director across business innovation, supply chain and corporate strategy, combined with earlier consulting experience at SAP, PWC, IBM and i2 across the US and APAC, bring a wealth of strategic insight and operational expertise. Shawn’s appointment reinforces Samsung’s commitment to expanding its integrated B2B offering and delivering transformative technology solutions across Australian businesses.

Supporting Shawn’s leadership are three key appointments:

• 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, Shane 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. In her role, Helen will be responsible for leading the division’s Channel and Go-To-Market strategy. Helen brings extensive experience leading category, insights and e-commerce strategies with her experience spanning a range of industries, 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 strong 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 the full breadth of 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, bringing the innovation Australians know in their homes into professional and commercial environments. With a renewed focus on key industry verticals, supported by dedicated sales teams, Samsung will ensure every business can unlock the full potential of its integrated B2B offering.

“I’m thrilled to join Samsung and lead the Integrated B2B team at such a pivotal time. Integrated B2B represents a new and exciting growth channel for Samsung, and an opportunity to deliver even greater benefits for our customers. 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,” said Shawn Kwon, Vice President, Integrated B2B, Samsung Electronics Australia.

To further support this ambition, Samsung has 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. This enhanced showroom experience will enable customers to see firsthand the power of Samsung’s integrated ecosystem, demonstrating how multiple product categories work together seamlessly to deliver innovative and scalable business solutions. The expanded showroom will be a strategic priority, providing a tangible environment to inspire and engage partners and customers alike.