Shelly Group SE, a provider of IoT and smart building solutions, has appointed Georgi Bonev as Chief Marketing Officer (CMO) effective June 1, 2026, to align its global marketing organization with the next phase of international scaling. The company announced the move on June 2, 2026, highlighting Bonev's role in further developing Shelly's global marketing strategy, international brand positioning, and go-to-market structures across consumer, retail, and professional channels.
Bonev brings more than 15 years of international experience in strategic marketing, brand management, and commercial leadership within the global consumer electronics and technology industry. Most recently, he served as SEE Marketing Director – Philips TV at TP Vision, where he was responsible for marketing activities across Southeast Europe. Prior to that, he held senior marketing leadership positions at Lenovo and Samsung Electronics, with regional responsibility for numerous Central and Southeast European markets. His expertise includes international product marketing, retail and channel development, consumer engagement, and large-scale brand positioning.
At Shelly Group, Bonev will focus on strengthening Shelly's global brand visibility, expanding the Pro segment, scaling international marketing structures, and enhancing customer and partner engagement across the Shelly ecosystem. He will also support further international expansion and the development of scalable global go-to-market processes.
Wolfgang Kirsch, Co-CEO of Shelly Group, stated: "With Georgi Bonev, we are gaining an internationally experienced marketing executive with a strong track record in building and scaling consumer technology brands across multiple international markets. His extensive expertise in strategic marketing, retail and channel development as well as international brand positioning will be highly valuable as we continue to expand Shelly’s global market presence and further strengthen our ecosystem and community approach."
Bonev commented: "Shelly has established a highly differentiated technology and product ecosystem with significant international growth potential. I look forward to further strengthening the global brand positioning, scaling international marketing structures and supporting the continued expansion across consumer, retail and professional channels. Together with the team, our goal will be to further enhance Shelly’s international visibility and support the next phase of global growth."
Shelly Group, based in Sofia, Bulgaria, and Munich, Germany, develops IoT and smart building solutions for DIY and professional users. The company benefits from asset-light production and has a presence in over 100 countries, with sales organizations across Europe, the United States, and China. The appointment marks a strategic step to professionalize global marketing structures as the company scales internationally. For more information, visit the original release on NewMediaWire.
