Samsung
Samsung's Digital Elevation
Executive Summary
Delivered high-impact digital and integrated campaigns for Samsung, managing budgets ranging from £5,000 to £1M.
The Challenge
Samsung faced intense competition in the consumer electronics market, particularly in the rapidly evolving mobile and tablet sectors. Apple’s recent dominance with the iPhone and the introduction of the iPad earlier in the year had reshaped consumer expectations for technology, design, and ecosystem integration.
Samsung needed to strengthen its position as a market leader by elevating its digital channels, introducing innovative products, and delivering cohesive, high-impact marketing campaigns to resonate with European audiences.
Competition
The Galaxy Tab launch was critical to establishing Samsung as a credible competitor to Apple in the tablet market, requiring a bold, multi-channel marketing approach to capture attention and drive adoption.
Samsung.com Products
With a rapidly growing portfolio of products, including phones, laptops, monitors, and printers, Samsung.com needed accurate and timely updates for new product launches and retirements, aligning with regional marketing campaigns and messaging.
Digital Campaigns
In an increasingly digital-first market, Samsung needed a seamless integration of web, mobile, social media, email, and online advertising to deliver cohesive campaigns that maximised engagement and brand visibility.
Engagement
As Production Manager at Cheil, Samsung’s in-house marketing agency, I was entrusted with leading the execution of Samsung’s key digital initiatives. Leveraging my expertise in complex digital production, I spearheaded the successful launch of the Samsung Galaxy Tab while enhancing the operational and strategic capabilities of Samsung’s digital ecosystem.
Responsibilities & Impact
Through a collaborative approach and robust production processes, Samsung successfully launched the Galaxy Tab and strengthened its digital presence, setting the foundation for continued growth in the highly competitive consumer electronics market.
Samsung Galaxy Tab Launch
Delivered a high-impact, multi-channel marketing campaign (campaign website, online ads, email, and social channels) for the Galaxy Tab, establishing Samsung’s presence in the tablet market and strengthening its competitive positioning against Apple’s iPad.
Digital Campaign Coordination
Streamlined the delivery of integrated campaigns across multiple platforms, ensuring cohesive messaging and maximising engagement.
Product Lifecycle Updates
Maintained seamless updates to Samsung.com across all product lines including phones, laptops, monitors, and printers aligning digital content with marketing objectives and ensuring timely, accurate communication to customers.
Campaign Performance Tracking
Deployed Omniture (Adobe Analytics) to enable data-driven decision-making, providing Samsung with actionable insights into campaign effectiveness and customer engagement.
Cross-Functional Leadership
Led a 13-member team to deliver high-quality campaigns, fostering collaboration and ensuring projects were completed on time and within budget.
Enablers
Expertise
- Customer-Centric Innovation
- A/B Testing
- Feedback Loops
- Interaction Design (IxD)
- Persona Development
- Prototyping & Wireframing
- Usability Testing
- User Research
- Data & Artificial Intelligence
- Business Intelligence (BI)
- Data Analytics & Insights
- Data Modelling
- Marketing & Communications
- Campaign Orchestration
- Digital Marketing (SEO, Social Media, Email, PPC)
- Operating Models & Value Orchestration
- Resource & Capacity Planning
- Risk Management
- Product Development & Delivery
- Backlog Prioritisation
- Cross-Functional Team Leadership
- Feature Prioritisation
- Product & Agile Team Development
- Sprint Planning & Delivery
- User Stories & Acceptance Criteria
- Quality Assurance
- Quality Assurance (QA)
- Technology & Infrastructure
- Technical Architecture & System Design
Technologies
- Data & Analytics
- Adobe Analytics
- Design & User Experience
- Adobe Photoshop
- Digital Experience Platforms & CMS
- Adobe Flash
- Digital Marketing & Customer Engagement
- Google Marketing Platform
- Front-End Development
- CSS
- HTML
- JavaScript
- Project & Product Management
- Atlassian Confluence
- Atlassian Jira
- Strategy & Business Planning
- Microsoft Excel
- Microsoft PowerPoint
- Microsoft Word
Results & Outcome
This engagement with Cheil enabled Samsung to effectively compete in the European consumer electronics market, leveraging a successful launch of the Galaxy Tab to enhance its digital presence. By implementing robust production processes, enhancing campaign performance tracking, and aligning with Samsung’s strategic goals, the project delivered measurable results and positioned Samsung for continued growth in the region.