Shelly Group Appoints Georgi Bonev as Chief Marketing Officer to Drive International Scaling

Shelly Group SE (Ticker SLYG / ISIN:BG1100003166), a provider of IoT and smart building solutions based in Sofia, Bulgaria, is aligning its global marketing organization with the next phase of international scaling and the further expansion of its global brand and ecosystem strategy. The company announced the appointment of Georgi Bonev as Chief Marketing Officer (CMO) effective 1 June 2026. In this role, he will be responsible for further developing Shelly's global marketing strategy, international brand positioning, and scaling the company's international go-to-market structures across consumer, retail, and professional channels.

Georgi Bonev brings more than 15 years of international experience in strategic marketing, brand management, and commercial leadership within the global consumer electronics and technology industry. Most recently, he served as SEE Marketing Director – Philips TV at TP Vision, where he oversaw marketing activities across Southeast Europe. Prior to that, he held senior marketing leadership positions at Lenovo and Samsung Electronics, with regional responsibility for numerous Central and Southeast European markets. Throughout his career, he has gained extensive expertise in international product marketing, retail and channel development, consumer engagement, and large-scale brand positioning.

At Shelly Group, Bonev's focus will be on strengthening Shelly's 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 the further international expansion of the company and the continued development of scalable global go-to-market processes and structures.

Wolfgang Kirsch, Co-CEO of Shelly Group SE, commented: "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 added: "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, designs, and distributes IoT and smart building solutions for DIY and professional users, offering advanced technology, seamless interoperability, and a high degree of technological flexibility. The company's products enable remote control and automation as well as energy management of electrical appliances and smart building solutions via smartphones, PCs, or third-party home automation systems. In addition to device sales, Shelly Group generates revenue from its cloud applications and benefits from asset-light production through contract manufacturers. The company has a strong presence in German-speaking countries and is represented in more than 100 countries, with sales organizations in DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China.

Shelly Group SE is listed on the Bulgarian Stock Exchange and on the regulated market (Prime Standard) of the Frankfurt Stock Exchange (XETRA: SLYG), and is included in the SDAX. For more information, visit the original release at newmediawire.com.