Shelly Group Appoints Georgi Bonev as CMO to Drive International Scaling and Global Brand Strategy

Shelly Group SE (Ticker SLYG / ISIN:BG1100003166), a provider of IoT and smart building solutions, has appointed 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, according to a press release.

Bonev brings more than 15 years of international marketing and consumer electronics experience from Samsung, Lenovo, and TP Vision/Philips TV. He will be responsible for developing Shelly's global marketing strategy, international brand positioning, and scaling go-to-market structures across consumer, retail, and professional channels.

At Shelly Group, Bonev's 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 development of scalable global go-to-market processes.

Bonev most recently served as SEE Marketing Director for Philips TV at TP Vision, overseeing marketing across Southeast Europe. Previously, he held senior marketing leadership roles at Lenovo and Samsung Electronics, with regional responsibility for Central and Southeast European markets. His expertise spans international product marketing, retail and channel development, consumer engagement, and large-scale brand positioning.

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 develops and distributes IoT and smart building solutions for DIY and professional users, enabling remote control, automation, and energy management. 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. Shelly Group is listed on the Bulgarian Stock Exchange and the Frankfurt Stock Exchange's Prime Standard (XETRA: SLYG) and is included in the SDAX. For more information, visit the official release at www.newmediawire.com.