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.”