Shannon Watts is a Marketer of the Year finalist in the YouTube NZ Marketing Awards 2026.
The winner will be announced on September 2.
Name: Shannon Watts
Job title: Group marketing director, Samsung NZ
In a couple of sentences, sum up your career so far.
I’ve been fortunate to build a truly global career, working across some of the world’s biggest beauty and FMCG brands, including L’Oréal Paris, Maybelline, Rimmel London, M&M’s, Snickers and Whiskas, and now across Samsung’s entire portfolio.
What I’m most proud of is the teams and cultures I’ve built along the way – ones that endure and thrive, even within highly centralised organisations.
I am someone who likes to push boundaries, and I believe one of my greatest strengths as a leader is my ability to create a clear vision and bring people with me on the journey. I adapt quickly to changing demands and perform well in high-pressure environments, while creating the space for others to do the same.
How have you used OOH in a recent campaign?
OOH is a critical channel in our marketing strategy. Whether it’s securing long-term landmark OOH sites at Auckland and Wellington airports to communicate new phone launches, or using tactical placements in gyms, along running routes and in office buildings to speak to specific product USPs, we use OOH very intentionally.
Our new Galaxy Z Fold8 and Fold8 Ultra are the ultimate streaming and content devices. And where better to showcase that than on CBD-bound buses, reaching commuters who are highly likely to be consuming content on their phones during their journey?
We also executed a full takeover of all of Eden Park’s screens for the Samoa v Scotland game, showing the immersive experience co-ordinated large screens can create.
How do you incorporate sustainability into your marketing initiatives?
Marketing spearheads a number of sustainability and volunteer programmes for Samsung NZ.
We’ve created and implemented E-Waste collection days alongside Echo, preventing 173 tonnes of electronic waste from going into landfill over the last few years.
What’s particularly rewarding is that our approach has since been replicated by other telco brands, including One NZ. It’s great to see our ideas gaining momentum and being supported by other industry leaders.
A highlight from the past year?
One of the biggest highlights has been seeing our work recognised both locally through industry awards and globally across Samsung subsidiaries.
We’re an underdog in the global scale of things, both in terms of the size of our team and the budgets we have to work with. So, to build a strong reputation for being disruptive, producing great work and punching above our weight is incredibly validating.
What are you looking forward to?
I’m excited about seeing even more AI integration across our products, ultimately freeing up more of your own time to do the things you actually want to do. Whether that’s your fridge intuitively telling you what you need to add to your shopping list, suggesting what to make for dinner based on what’s inside it or the many other ways AI is becoming integrated across our portfolio, we’re only just scratching the surface.
And, of course, I’m looking forward to what’s next for the team.
Our marketing leadership team has been together for more than four years now. We have a huge amount of trust in one another, and it genuinely feels like we’re just getting started.
This story comes from NZ Marketing magazine issue 88, Sept-Nov 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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