Executive Bios

KS Choi is the President and CEO of Samsung Electronics North America, responsible for driving growth in the region and ensuring that Samsung Electronics’ innovations continue to shape and lead North American markets. KS has held a number of senior strategic and commercial roles for Samsung Electronics in a career that spans more than 30 years. Prior to joining the North American Executive team, KS was the head of Samsung Electronics Global Sales and Marketing for the Mobile Communications Business.

Dave Das is the Executive Vice President of the Mobile eXperience (MX) Business for Samsung Electronics America. Based in Plano, Texas, he is responsible for driving revenue, market share, and profit growth for Carrier and National Retail Sales, Mobile Products and Services, Integrated Marketing, Mobile Strategy, Mobile B2B, Mobile Computing & Wearables and Mobile Production Center teams in the U.S. market. As a Samsung veteran of 20+ years, Dave started his career in Samsung’s Global Strategy Group in 2003, before joining Samsung Electronics America in 2006. He returned to Samsung Electronics’ where he had leadership roles within the MX Business, and most recently served as the President of Samsung Electronics Iberia (SEIB), where he successfully managed Samsung’s business in Spain and Portugal. Explore Samsung's Mobile devices.

The Honorable Mark William Lippert is Executive Vice President, Head of North American Public Affairs and Chief Risk Officer for Samsung Electronics North America, based in Washington, DC. He is a senior adviser to the CSIS Korea Chair, Vice Chairman of the Board of Directors of the Halifax Forum and is on the Board of Directors of the Korea Society. Mark joined Samsung after executive positions at Google (YouTube) and The Boeing Company. Prior to this, Mark had a distinguished career in the United States government across multiple agencies, including serving as the United States ambassador extraordinary and plenipotentiary to the Republic of Korea (2014-2017). He was also an intelligence officer in the United States Navy, serving with the Naval Special Warfare (SEALs) Development Group during deployments to Afghanistan and other regions and as an intelligence officer with Seal Team One in Anbar Province, Iraq in support of Operation Iraqi Freedom. Explore Samsung's U.S. Public Affairs work.

James Fishler is the Senior Vice President of the Home Entertainment Business at Samsung Electronics America. Based in Ridgefield Park, NJ he leads the go-to-market strategy and vision, including all aspects of marketing, demand generation and sales for Samsung TV, Audio and Memory lines in the U.S. market. James has more than 25 years of experience within the consumer electronics, appliances, mobile, solar, LED, and manufacturing industries. Prior to Samsung, he served as the Head of Worldwide GTM and Channel Marketing for Beats Electronics LLC, a subsidiary of Apple. James has also held senior leadership roles at LG Electronics and Sony Electronics. Explore Samsung's TV and Home Audio products.

Shane Higby is the Senior Vice President of the Home Appliances Business at Samsung Electronics America and is based in Ridgefield Park, NJ. Since assuming this role in 2021, Shane has led Samsung’s Home Appliance growth across all categories and channels. Previously, he was Vice President of Product Marketing for LED TVs, where he contributed to the growth of the category and strengthened Samsung’s position as the leading TV brand. Shane joined Samsung in 2010 to launch the company’s branded memory and storage products in the US. Prior to Samsung, he spent 16 years with Sony Electronics. Explore Samsung's Home Appliances.