Shelly Group SE (Ticker SLYG / ISIN:BG1100003166), a provider of IoT and smart building solutions based in Sofia, Bulgaria, 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 and expansion of its brand and ecosystem strategy.
In his new role, Bonev 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. His focus will include strengthening global brand visibility, expanding the Pro segment, scaling marketing structures, and enhancing customer and partner engagement within the Shelly ecosystem. He will also support the company's further international expansion and the development of scalable global go-to-market processes.
Bonev brings more than 15 years of international experience in strategic marketing, brand management, and commercial leadership in the consumer electronics and technology industry. Most recently, he served as SEE Marketing Director – Philips TV at TP Vision, overseeing marketing activities across Southeast Europe. Previously, 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.
Wolfgang Kirsch, Co-CEO of Shelly Group SE, said: “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.”
Georgi 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.”
This appointment signals Shelly Group’s commitment to professionalizing its marketing operations as it scales internationally. For business leaders, the move underscores the importance of aligning marketing leadership with growth strategies, particularly in the competitive IoT and smart building sector. The company’s focus on expanding its Pro segment and enhancing partner engagement could create new opportunities for distributors and system integrators. Additionally, Shelly’s asset-light production model and presence in over 100 countries position it to leverage Bonev’s experience in retail and channel development to deepen market penetration.
Shelly Group develops IoT and smart building solutions for DIY and professional users, offering remote control, automation, and energy management. The company is listed on the Bulgarian Stock Exchange and the regulated market (Prime Standard) of the Frankfurt Stock Exchange (XETRA: SLYG) and is included in the SDAX. For more information, visit crossalliance.de or the original release on newmediawire.com.
