Samsung has been forced to appoint a new global marketing head for its mobile division just weeks ahead of the launch of its new flagship Galaxy S device.
Lee Sang-chul becomes Samsung’s third CMO of its mobile business in just a matter of weeks, following the unexpected resignation of predecessor Kim Seok-pil, reportedly due to “health reasons”.
Kim himself only took over from DJ Lee in December, who many speculated had been sacrificed to pacify investors over Samsung’s disappointing handset sales performance in 2014.
Lee, a former head of Samsung’s operations in Russia and Latin America, will be immediately tasked with launching the brand’s latest Galaxy S device at next month’s Mobile World Congress industry show in Barcelona.
He will also need to help Samsung fight back against a resurgent Apple and rising Chinese handset makers such as Xiaomi, which are winning market share across the region.
Last week, Samsung revealed in its fourth quarter results that its mobile division had contributed just 37% of its operating profits, compared to 76% in the first quarter of 2014.
Alex Brownsell, London