I worked directly with Samsung's European mobile leadership team to develop and execute the Galaxy S8 launch strategy. My focus was transforming how Samsung communicated with consumers - moving away from technical jargon to meaningful, human-centred messaging.
I developed messaging frameworks that shifted the narrative from dry technical specifications to compelling consumer outcomes based on real-world benefits. This included crafting advertising copy that emphasised daily life improvements, creating persuasive point-of-sale materials for retail environments, and writing sales scripts that equipped retail partners to confidently sell the benefits, not just the features.
Samsung achieved record-breaking pre-orders - 30% higher than the Galaxy S7 and the highest in company history. The S8 became the best-selling Android smartphone globally in the first half of 2017, whilst Samsung regained the top US market position in Q2 2017. Combined, the S8 and S8+ captured 5.3% of global smartphone market share and sold over 41 million units worldwide.
