Home > Latest News > EXCLUSIVE:Second Senior Samsung OZ Marketing Executive Quits.

EXCLUSIVE:Second Senior Samsung OZ Marketing Executive Quits.

EXCLUSIVE:Second Senior Samsung OZ Marketing Executive Quits.

The exit comes days after we exclusively revealed that
Richard Noble the current Communications Manager for Samsung Australia had also
quit the Korean Company.

Lenior who joined Samsung three years ago has been responsible
for transitioning the Samsung brand by delivering co-ordinated big brand
marketing programs.

At this stage Lenior  is taking time out to be with his
family however he is keen to start his own marketing agency in the future.

During his time with the company he has seen Samsung mobile
and TV share grow significantly. He has overseen a move by Samsung into their
own retail outlets while building out Samsung within a store concepts at mass

He has also launched several Samsung into new categories
including smart watches.

Lenior who replaced Lambro Skropidis who is now Marketing Director
at Samsung arch rival LG believes that the secret to Samsung’s success is that
they listen to what customers want, research extensively how consumers shop for
information and products.  

He told Business Insider last year “I think if I look
back two years,” Lenior said, “our products have been always fantastic, but I
think we’ve taken a much more people-centred view of our innovation, looking at
things that really make a difference.”

“We’re really looking at how our technology actually makes a
difference, whether it’s in somebody’s hand, or in somebody’s home. How does it
make their life better? How does it actually extend on the experiences that
they can create themselves? So I think it’s changed a lot in the time I’ve been
here. As a company we’ve really recognised the power of our brand and tried to
make sure we articulate that internally and externally.”

Samsung executives have told ChannelNews that they are
currently headhunting a replacement for Lenior but are not saying whether this
will be a local or overseas appointment.

A Samsung Australia spokesperson said ‘Since joining the
business in 2012, Lenior set out to evolve the brand and create stronger and
more meaningful connections with Australians.


Under his leadership, Samsung has delivered innovative
marketing initiatives such as LifeLIVE, SlideLiner, S-Drive and the Galaxy S5
Made for Australia campaign, many of which have been recognised and awarded

These projects include world-first innovations, from live
streaming virtual reality of a birth using the Samsung Gear VR virtual reality
headset, which achieved more than nine million views on Youtube, and the
creation of a brand new immersive experience for rugby fans with the
SlideLiner, and launching Samsung’s first smartphone advertising campaign
specifically developed for the Australian market, as part of the landmark Made
for Australia campaign.

Commentating on his decision Arno said that he was confident
that he has helped set Samsung on strong footing as a ‘Brand of Australia’.


“To be afforded the opportunity to be the Chief Marketing
Officer of one of the world’s most enviable brands is a real privilege. My
ambition was to continue to build the brand by delivering world-class campaigns
and I am confident that this has been achieved.

On a personal front, I am very excited for what the future
holds for me. The past three years have been particularly rewarding and I am
lucky to have led such a committed and talented group of people. The external
industry awards and the internal global best practice results are things that
I’m proud of and will fondly remember,” Mr Lenior said.