Samsung UK's top marketer and digital chief leaves

by Gareth Jones, Revolution UK 03-Jun-08, 14:13

LONDON - Samsung UK's chief marketing officer and digital tsar, Anthony Marsella, has left the consumer electronics company after two years, Revolution can exclusively reveal.

Marsella joined Samsung in April 2006 with responsibility for overseeing marketing across each of the company's UK divisions, including mobile, TV, home entertainment, IT and appliances.

A key focus of his remit was to implement a digital marketing strategy across the UK and Ireland aimed at helping Samsung take advantage of the converging consumer electronics market.

Samsung has been working to increase its online presence, appointing Massimo Gibilaro to the newly created role of online marketing manager in March.

However, Marsella claims the company will have to increase its digital spend to between 15% and 20% of its overall UK media budget in order to compete with rivals including Sony and Philips.

‘A fundamental change of mindset is needed at the highest level of the company,' he said.

During his time at Samsung Marsella was also responsible for building the company's retail presence and forging strategic marketing alliances with brands, including Chelsea FC and Armani, as well as business to business sales development.

Prior to joining Samsung, Marsella spent 10 years at IBM, where he led marketing strategy for the company's business services consulting arm.

Marsella does not have another job to go. He plans to focus on his consultancy business over the coming months before deciding on a permanent role.

Comments

Martin Mercieca - 08/06/2008

the split would indicate that Mr. Marsella had some significant opposition in implementing his business model judging by the relatively short-term involvement and his comment on cultural mindset change / the challenge would have had something to do with short-term shareholder returns against long-term sustainability ... a potential assumption