Annika is Vice President of Product and Marketing for Mobile Experience (MX) at Samsung UK & Ireland, where she leads integrated marketing, product and omnichannel strategies.

With over 20 years of experience, including senior roles at 20th Century Fox and Three UK, Annika has successfully transitioned brands to a digital-first approach, enhancing commercial success. Since joining Samsung in 2021, Annika has been instrumental in driving end-to-end consumer and channel excellence, shaping the direction and future of Samsung’s marketing and omnichannel operations in a rapidly evolving retail landscape.

At Samsung, Annika is a proud advocate and mentor for women. She is also a UK Advisory Board Member at Meta – an initiative which brings together senior business leaders to discuss new technologies and insights.