Celebrating International Women’s Day 2025 with Samsung UK’s Chief Customer Officer

Samsung’s UK newsroom team were joined by Deborah Honig, Chief Customer Officer for Samsung UK & Ireland, to talk career advice, goals and aspirations, and life at Samsung.

Deborah, thanks for being here with us today. Can you share some memorable experiences growing up that shaped who you are today?

No problem! My father was an airplane engineer and sometimes took me to his workplace where I saw all the stages that went into building an aircraft. This experience kick-started my fascination with industries that are constantly evolving and using technology to push the boundaries for what can be achieved.

What dreams and goals did you have growing up, and how did they influence your career path?

I have always been a sports fanatic – as a typical Canadian, I love skiing and ice hockey, but I also am a keen cyclist and sailed competitively for many years. I believe sports teach you passion, the importance of being a team player, and discipline – all skills that have served me well throughout my life. My love for sports led me to working for Nike previously, and in my current role, it gives me lots of opportunities to test our wellness products and features such as Samsung Health.  My favourite accessory is my Galaxy Watch!

Was there a particular turning point or pivotal experience that sparked your inspiration and set you on your current path?

Throughout my career, I’ve been attracted to brands that give their customers a better experience through innovation. I was part of the team that came up with introducing Wi-Fi connectivity at Starbucks – evolving it from a place where you can get a great cup of coffee to a space where you can connect and be productive. That experience showed me the impact innovation can have in completely transforming a business.

What motivated you to join Samsung, and how did you make the decision to become part of the team?

As someone who wants to be at the forefront of innovation, the opportunity to join Samsung was a complete no-brainer. I believe we are going through one of the most exciting phases of change in our history. The AI revolution is one of the most important technological shifts we’ll experience in our lifetime, and I’ve loved being part of the journey bringing this to customers.

Can you describe your current responsibilities at Samsung?

My role is all about putting the customer at the centre of our offering. When buying from us, our customers don’t see divisions; they see one brand. My role is to bring the strength of our ecosystem together for our customers – consumers and businesses –  so that we can help them get more out of their tech and their relationship with us..

This is done first through 360 brand campaigns and corporate storytelling that bring to life the value of our innovations to consumers. It also means working together with all our divisions and functional teams to keep enhancing all points in the consumer journey pre + post purchase. It lives in physical spaces such as our flagship retail space, Samsung KX, in London which shows the power of our ecosystem in one place, and online through our live commerce, ecommerce and social channels.

How has Samsung supported your personal and professional growth?

I am proud to be the executive sponsor of the UK ERG Women@Samsung – a brilliant collective of women who volunteer their time to make Samsung UK & Ireland a more inclusive workplace. In my first year at Samsung, I found it a warm, welcoming community and a chance to meet the inspiring women in our UK & Ireland team.

What is the most important keyword that keeps you motivated and inspired, and why does it resonate with you?

These are technically three – but I stand by ‘Power the Possible’. This can mean inspiring the best work in myself and team, as well as what we do every day when bringing our products to market. At Samsung, I believe our products help people live better lives – whether that’s running a business or a marathon!

What dreams or goals do you hope to achieve in the future, both personally and professionally?

I believe technology has the potential to achieve good in society and can level the playing field for underrepresented groups, and I  would love to do more in this space. I am a champion of our Solve for Tomorrow programme which supports and funds young people to develop their confidence and skills to use technology to solve societal problems. My ambition is for this programme to reach more young people and have even greater impact.

What advice would you like to share with the world to help them navigate their own inspiration journeys?

My advice is to build your tribe. Never underestimate the power of your network to lean on when you need coaching, inspiration or advice. Look out for networks such as Women@Samsung, or if they don’t exist build your own. There are so many brilliant women who have helped me in my career and I believe in the importance of paying it forward to the next generation.