LONDON, UK – March 07, 2025 – Samsung Electronics UK has announced the promotion of Annika Bizon to Mobile Experience (MX) VP of Product and Marketing, UK&I.

In this role, Annika will build on successes launching the Galaxy S25 series and growing the Galaxy AI userbase. Her responsibilities have included leading its Marketing & Omnichannel strategy, as well as the MX division in Ireland.

Her passion for putting the customer first has driven both consumer engagement and commercial success, strengthening Samsung UK & Ireland’s market share and brand perceptions across its Galaxy ecosystem.

Annika brings more than 20 years of experience to this new position. Prior to Samsung, she held senior roles at 20^th Century Fox and Three UK. Throughout her career, she has focussed on successfully transitioning brands to a digital-first approach, driving commercial success.

In her new role, Annika will spearhead Galaxy AI adoption, as well as innovation and development, alongside growing Samsung’s ecosystem proposition.

Annika said: “I am looking forward to taking on this new role and remain committed to providing our customers with the best experience, no matter who they are or what Samsung products they use. In partnership with my team, I will be focused on putting the consumer first, ensuring every touchpoint with our products and services is seamless and makes them proud to own Samsung.

Corporate Vice President – Mobile Division, Samsung UK & Ireland, Richard Chang, added: “As Marketing & Omnichannel Director, Annika has been dedicated to best-in-class customer experience and the leadership of our Irish business. Recently, she has also led the product team, developing category management as a key focus area. I look forward to working closely with her, delivering growth and mobile leadership.”

Annika brings a wealth of business and leadership experience to Samsung UK & Ireland, having previously held senior positions at 20^th Century Fox and, most recently, at Three UK, as GTM and Channel Management Director.

Throughout her time within the telecoms and entertainment industries, Annika has demonstrated impressive acumen in transitioning brands to a digital-first approach while maintaining commercial success. In her new role, Annika will be instrumental in driving end-to-end consumer channel excellence across online, digital, call centres and retail.

Speaking of her new role, Annika Bizon said: “I’m delighted to be joining Samsung, a brand that is at the cutting-edge of technology and innovation. The opportunity to shape the direction and future of Samsung’s omnichannel operations [in the UK & Ireland] is incredibly exciting and I can’t wait to work with such a passionate and talented team.” 

Conor Pierce, Corporate Vice-President, Samsung UK & Ireland added: “I am thrilled to welcome Annika into the fold. Her experience is second–to-none and she is the ideal person to lead omnichannel excellence as we embrace a new era of retail. Annika joins Samsung at an important point in our customer experience journey and I look forward to working alongside her to deliver further growth in 2021.”