Tim Baxter, Chief Operating Officer (COO) at Samsung Electronics America (SEA), has been promoted to President and Chief Executive Officer (CEO) of the tech giant’s American division, the company announced on Monday. The promotion is part of the firm’s latest organizational changes made with the goal of growing its business in the region through a variety of initiatives, Samsung Electronics said in a statement, without clarifying on the matter. Baxter — who’s been with Samsung for the last 11 years — was appointed at President and COO of SEA in 2015 and has proven to be an integral part of the firm’s operations in the region, the South Korean tech giant said, adding that the newly named CEO will now directly lead all of the company’s local businesses and divisions.
Gregory Lee, President and CEO of Samsung Electronics North America (SENA), will continue performing his duties and his position in the company isn’t affected by the latest wave of management changes. Lee has been leading the North American division of Samsung Electronics since 2013 and has been focused on growing and maintaining the company’s list of subsidiaries. SENA’s chief will be looking to expand the firm’s regional presence in the future with a number of “mid-term initiatives,” Samsung said. Lee and Baxter have been collaborating within the company for many years and are expected to bring their partnership to a higher level following the new organizational change. The two are expected to continue promoting local talent and closely monitoring market trends in an effort to further improve SEA’s performance, though it remains to be seen how exactly will they strive to accomplish that goal.
The Seoul-based consumer electronics manufacturer announced a number of other major management changes earlier this month, having named a new chief of mobile marketing and head of its China operations. The mobile marketing division of the company is now being helmed by its long-term executive Choi Kyung-sik, while Samsung’s struggling China-based business has been entrusted to one Kwon Kye-hyun. The company previously confirmed it will make a number of other high-profile management changes later this year after delaying its annual organizational reshuffle that’s usually conducted at the end of each calendar year due to a corruption scandal in its home country that resulted in the arrest of Samsung Group’s Vice Chairman and heir apparent Jay Y. Lee.