Asia-Pacific Power List 2025: Stephanie Choi, Samsung Mobile

Stephanie Choi

Chief marketing officer
Samsung Mobile
Korea
Member since 2021  

In the premiumisation of smartphones in the last decade, Samsung is one of just two brands that dominates the global market share. The worldwide smartphone market grew by 7% in 2024 to reach 1.22 billion units, and a huge contributor to this pie is Samsung’s 222.9 million units. Its S24 series smartphones have sold better than any other year since 2019, and the Ultra model proved to be more popular than ever. 

Much credit for Samsung’s continued market-leading position goes to Stephanie Choi, CMO for the brand’s mobile category. The past 12 months have seen a string of excellent campaigns rolled out by Choi and her regional teams, one of which is the global rollout of the Galaxy S25’s AI-powered capabilities with the help of BBH Singapore. The campaign tracks the lives of a recurring cast of characters who use the device's AI capabilities to work, play, and plan their lives. 

Samsung was also front and centre at the Olympics and Paralympics last year with a campaign titled ‘Open Always Wins’ in an ongoing sponsorship deal since 1988. The Korean tech brand distributed 17,000 of its new Galaxy Z Flip6 Olympic Edition to Olympians, as well as 5,000 units to Paralympic athletes. The phones were handed out alongside a request from Samsung for the athletes to do an unboxing of it on their social-media channels. Plus, Samsung phones being used as ‘victory selfies’ on the podium resulted in a 23% spike in sales compared to the same period last year. 

While conscious about the company’s bottom line, Choi is a leader equally conscious about Samsung’s commitment to the planet and emerging talent. To address ocean plastic waste, the brand has an ongoing programme to transform discarded fishing nets into recycled material used in Galaxy devices. To build upon these efforts, the company will equip local communities and experts on the frontlines of coral reef restoration with mobile technology to aid in their causes. 

Deservedly so, Choi was recently named Spikes Asia’s Advertiser of the Year for her tireless efforts and the brand’s continued success at the awards. Choi acknowledged the honour: “This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole.”