Asia-Pacific Power List 2024: Stephanie Choi, Samsung

Stephanie (Seung-Hun) Choi 

SVP and head of marketing, mobile
Samsung Electronics
Korea
Member since 2021

Stephanie (Seung-Hun) Choi has advanced Samsung's goal of becoming a more human-centric brand since assuming the position of chief marketing officer for mobile products in 2019. By means of strategic planning, development, and implementation of several global marketing initiatives, Choi's work focuses on providing millions of Galaxy users worldwide with new opportunities and experiences, particularly for the upcoming generation of consumers. 

Choi seems to have a knack for building market share, sales volume and thus contributing to profits. In the first quarter of 2024, Samsung overtook Apple to become the world's highest-volume seller of smartphones. This is in no small part thanks to Choi and her teams' efforts promoting new mobile AI capabilities to Galaxy users worldwide. This has included opening several new Galaxy Experience Showrooms in different cities around the world, where visitors can witness first-hand how Galaxy AI transforms everyday tasks.

Effective collaborations have also paved the way for success in the past year. Samsung and Maison Margiela teamed up for a second time in 2023 to launch a special edition of the iconic Galaxy Z Flip5, reimagining the inner structure of a fashion house jacket on the glass back of the device. Choi said the collaboration brings together fashion and technology by approaching a high-tech device in a similar way to the construction of a couture garment.

Beyond overseeing highly successful campaigns and strategic partnerships that have led Samsung to the No. 1 spot in mobile phone sales, Choi has also been driving Samsung's sustainability efforts. With the launch of Galaxy for the Planet in 2021, a commitment to help build a more sustainable future across Samsung’s business and products, Choi has pledged that by 2025, Samsung will use recycled materials in all mobile devices, remove plastic from packaging, and have smartphone chargers use zero standby power.

A keen mentor, Choi says her personal purpose is to support women leaders in the STEM marketing field. She is committed to bringing together global marketing teams with a range of skills and backgrounds to make Samsung's marketing initiatives truly inclusive and equitable. 

Choi's successful career in global consumer marketing began at Johnson & Johnson, where, over a 25 year period, she held positions such as general manager of beauty and baby products in Japan, managing director of Korea, and eventually president of J&J baby care worldwide, making her the first Korean woman to hold this position.