Shelly Group SE, a provider of IoT and smart building solutions, is aligning its global marketing organization with the next phase of international scaling. Effective June 1, 2026, Georgi Bonev has assumed the role of Chief Marketing Officer (CMO). Bonev brings over 15 years of international experience in strategic marketing, brand management, and commercial leadership from companies such as Samsung, Lenovo, and TP Vision/Philips TV.
In his new role, Bonev is responsible for developing Shelly's global marketing strategy, international brand positioning, and scaling go-to-market structures across consumer, retail, and professional channels. His focus will include strengthening 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 expertise in strategic marketing, retail and channel development, and 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 marketing structures to support its next growth phase. The company develops and distributes IoT and smart building solutions for DIY and professional users, offering remote control, automation, and energy management. It operates with an asset-light production model and has a presence in over 100 countries with sales organizations across Europe, the United States, and China. Shelly Group SE is listed on the Bulgarian Stock Exchange and the Frankfurt Stock Exchange's Prime Standard. More information is available at Cross Alliance and the original release on NewMediaWire.
