LONDON: Samsung Electronics UK has appointed former Unilever marketer Russell Taylor to the new role of VP of corporate marketing.
Earlier this year, Samsung scrapped the role of corporate marketing director Andrew Garrihy as part of a "change in strategic direction" leading to Garrihy's departure from the business.
Both the new and defunct roles involve leadership of the corporate marketing team and a seat on the UK and Ireland board, reporting to Andy Griffiths, Samsung UK and Ireland managing director.
However, Samsung said that Taylor's role was a more senior position resulting from increased importance given to marketing brand communications, which has also led to the corporate marketing team growing from 35 to 46 staffers in recent months.
Taylor has arrived at the company with a strong track record from Unilever, where he spent the past seven years leading marketing for the Axe deodorant brand globally, known as Lynx in the UK, during which time it was awarded more than 50 Cannes Lions.
He is tasked with increasing Samsung's brand preference and awareness in both the consumer- and business-facing markets.
“There is real momentum in Samsung's business and huge ambition for the brand, which is a big and wonderful challenge for me,” said Taylor. “I am looking forward to taking this on and giving the brand continued success through effective and innovative communications.”
“Samsung is an award-winning brand, so it's only fitting that we work with such an accomplished, award-winning marketer to lead our brand communications strategy,” added Griffiths. “[Taylor's] knowledge, strategic thinking, and creativity will be highly valued as we further develop and grow as a brand."
This story originally appeared on the website of Marketing.