Shelly Group SE, 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. The company announced the appointment of Georgi Bonev as Chief Marketing Officer (CMO), effective June 1, 2026. Bonev brings over 15 years of international marketing and consumer electronics experience from Samsung, Lenovo, and TP Vision/Philips TV.
In his new role, Bonev is responsible for further developing Shelly's global marketing strategy, international brand positioning, and scaling the company's go-to-market structures across consumer, retail, and professional channels. His focus will include 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 further international expansion and the development of scalable global go-to-market processes.
Wolfgang Kirsch, Co-CEO of Shelly Group SE, stated: “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.”
Shelly Group develops IoT and smart building solutions for DIY and professional users, offering remote control, automation, and energy management. The company has an asset-light production model and a presence in over 100 countries, with sales organizations in key markets including 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 the regulated market of the Frankfurt Stock Exchange, and is included in the SDAX. For more information, visit the original release on NewMediaWire.
