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. Bonev brings over 15 years of experience in strategic marketing and brand management from companies including Samsung, Lenovo, and TP Vision/Philips TV.
In his new role, Bonev will oversee the development of Shelly’s global marketing strategy, international brand positioning, and the scaling of go-to-market structures across consumer, retail, and professional channels. His focus includes strengthening brand visibility, expanding the Pro segment, and enhancing customer and partner engagement within the Shelly ecosystem. He will also support further international expansion and the development of scalable global 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."
Shelly Group, based in Sofia, Bulgaria, and listed on the Bulgarian Stock Exchange and Frankfurt Stock Exchange (ticker SLYG), operates in over 100 countries with sales organizations across Europe, the United States, and China. The company focuses on IoT and smart building solutions for DIY and professional users, offering remote control, automation, and energy management through its cloud applications. This appointment underscores Shelly’s commitment to professionalizing its marketing structures to support its next growth phase.
