Samsung has appointed its first Chief Customer Officer as it looks to improve experience across brand content and in stores to help provide a more customer-centric approach and drive sales.

Deborah Honig, who will take up the role, previously worked as a management consultant at McKinsey and has also worked for brands including Nike, Amazon, M&S and Starbucks.

“From its rich cultural heritage to the breadth of innovative technology that our customers are using in their daily lives, Samsung is such an exciting brand to help steward and I’m thrilled to be joining the team,” said Honing.

“Throughout my career I’ve always put myself in the shoes of our customers to fully appreciate what they want and expect from a brand. I look forward to working with the fantastic team here at Samsung to deepen our connection with our customers, and help them get the most out of their technology and their relationship with us.”

It comes as the tech company warned that its profits for the last few months of 2023 are likely to fall by more than a third.

Subscribe to Marketing Beat for FREE

Sign up here to get the latest marketing news sent straight to your inbox each morning

Samsung UK & Ireland president Inha Cho added: “On behalf of Samsung UK, I am thrilled to welcome Deborah as our first UK chief customer officer. She brings a wealth of experience from her strategic and commercial leadership roles at a number of world class companies, and a unique understanding of the retail landscape.”

“I am proud to have her by my side to drive transformational change across our brand communications, partner engagements and cross-divisional collaboration.”

“Deborah will be key to us developing a more customer-centric culture, alongside building long-term loyal customers through more tailored and personalised relationships.”