Samsung Australia has made several key leadership appointments within its Integrated B2B division, marking the next stage of its ongoing restructure and expansion into the B2B market.

Leading the lineup is Shawn Kwon (pictured main), appointed Vice President, Integrated B2B, where he will oversee Samsung’s holistic B2B strategy.

Kwon brings over 14 years of experience at Samsung Electronics, having led strategic sales, marketing and business innovation initiatives across global markets.

Most recently Kwon managed Direct-to-Consumer and online operations for Samsung Electronics South East Asia and Oceania. His background also includes roles at SAP, PwC, IBM and i2.

Supporting Kwon’s vision are three senior appointments:

  • Shane Cook (pictured below), Head of B2B Display and Branded Memory, who brings more than 25 years of experience in B2B sales and management across ANZ and APAC.

  • Helen Chady, Head of Product – Display and Branded Memory, tasked with driving Channel and Go-To-Market strategy, drawing on her extensive category and e-commerce experience, including previous work with Samsung Electronics UK.

  • Atesh Mani, Head of Product – Air Solutions, who joins from Mitsubishi Electric, bringing expertise in product management and market strategy.

They join Mike Lilly, Head of Air Conditioning and Mark Malcaus, Head of Integrated Sales – B2B, forming a leadership team that Samsung says will “drive integrated growth across all business verticals.”

Looking ahead to 2026, Samsung’s B2B strategy will centre on its ‘One Samsung’ approach – integrating products from displays and rugged devices to air conditioning and home appliances.

Kwon said: “With an experienced leadership group and refreshed structure, we’re positioned to expand across verticals and deliver the best of Samsung innovation to Australian businesses.”

Samsung is also expanding its B2B showrooms nationwide, showcasing tailored solutions for industries including education, retail and display technologies.