Shelly Group SE, a provider of IoT and smart building solutions based in Sofia, Bulgaria, is consistently aligning its global marketing organization with the next phase of international scaling and the further expansion of its global brand and ecosystem strategy. Effective June 1, 2026, Georgi Bonev has assumed the role of Chief Marketing Officer (CMO), responsible for the further development of Shelly’s global marketing strategy, international brand positioning, and scaling of the Company’s international go-to-market structures across consumer, retail, and professional channels.
In his new role, 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. Additionally, he will support the continued international expansion of the Company and the development of scalable global go-to-market processes and structures. This appointment underscores Shelly Group’s commitment to professionalizing its marketing organization as it prepares for accelerated growth.
Georgi Bonev brings over 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 was responsible for marketing activities across Southeast Europe. Prior to that, Bonev 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.
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 SE 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. Shelly 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, the 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 markets its products in over 100 countries, with sales organizations in DACH, Benelux, the Nordics, Iberia, Poland, Italy, France, the United Kingdom, Bulgaria, Slovenia, the United States, and China.
This strategic appointment is poised to have significant implications for Shelly Group’s international growth trajectory. By bringing in a seasoned marketing leader with deep experience in consumer electronics, the company is positioning itself to enhance brand recognition, penetrate new markets, and strengthen relationships with both retail and professional channels. For the broader IoT and smart building industry, Shelly’s intensified marketing efforts could drive increased adoption of smart home technologies and set new benchmarks for brand engagement. Investors and partners can view the original release on NewMediaWire.
