Shelly Group Appoints Georgi Bonev as CMO to Lead Global Marketing Scaling

Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, announced the appointment of Georgi Bonev as Chief Marketing Officer, effective June 1, 2026. The move aligns with the company’s next phase of international scaling and expansion of its global brand and ecosystem strategy, as stated in a press release on NewMediaWire.

Bonev brings over 15 years of international marketing and consumer electronics experience from roles at Samsung, Lenovo, and TP Vision (Philips TV). He most recently served as SEE Marketing Director for Philips TV at TP Vision, overseeing marketing across Southeast Europe. His background includes senior marketing leadership positions at Lenovo and Samsung Electronics, with regional responsibility for Central and Southeast European markets.

As CMO, Bonev will focus on strengthening Shelly’s global brand visibility, expanding the professional (Pro) segment, scaling international marketing structures, and enhancing customer and partner engagement across the Shelly ecosystem. He will also support further international expansion and development of scalable 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.’

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.’

The appointment underscores Shelly Group’s commitment to professionalizing its global marketing organization. The company, listed on the Bulgarian Stock Exchange and Frankfurt Stock Exchange under ticker SLYG, operates in over 100 countries with sales organizations across Europe, the United States, and China.

Shelly Group develops IoT and smart building solutions for DIY and professional users, offering remote control, automation, and energy management via smartphones or third-party systems. The company benefits from asset-light production through contract manufacturers and generates additional revenue from cloud applications.

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