Ajay K David A

Senior commercial and business leader with over 30 years of experience building, scaling and transforming consumer electronics and home-appliance businesses across West Africa and India. Expertise spanning revenue growth, go-to-market strategy, product management, category and portfolio strategy, price positioning, market research, product launches, channel development, distributor management and market expansion. Proven track record with global brands including Samsung and TCL, combining product and market strategy with hands-on commercial execution across sales, marketing, supply chain, after-sales, production and local assembly.

Director – Consumer Electronics Business Group at Samsung Electronics West Africa (2022-10 – Present)

• Led commercial strategy and business turnaround for the TV and Home Appliance portfolio across Nigeria and neighboring West African markets.
• Delivered 57% growth in TVs and 43% growth in Digital Appliances in H1 2023.
• Drove product and category decisions across portfolio planning, market positioning, pricing and product-launch execution.
• Restructured pricing and commercial operations and initiated local assembly to strengthen market competitiveness.
• Directed sales, channel development and cross-functional execution spanning marketing, supply chain, production and after-sales.

Sales & Marketing Head at ONOFF Ltd. (TCL) (2018-07 – 2022-09)

• Led market entry and commercial development for TCL televisions and home appliances in Nigeria.
• Built distribution, sales execution and brand presence, establishing TCL as a strong market competitor.
• Supported product launches, price positioning, market assessment and demand-generation initiatives, including digital/AI-enabled marketing campaigns.

National Sales Head / Deputy Business Head at Midcom Group Ltd. (Samsung) (2014-07 – 2018-06)

• Led national sales execution and supported overall business leadership across Samsung consumer-electronics categories.
• Achieved major top-line milestones, including USD 17 million turnover in December 2015.
• Oversaw sales, after-sales, production and logistics, aligning commercial execution with supply and service operations.

Product Group Head at Somotex Nigeria Ltd. (Samsung) (2012-10 – 2014-05)

• Managed Samsung product categories and commercial performance in Nigeria, with responsibility spanning product-category execution and sales.
• Handled business turnover of approximately 800 million per month.

Deputy Vice President at DishTV India Ltd. (2010-08 – 2012-10)

Led sales, marketing and logistics across Tamil Nadu & Kerala; managed approx. INR 360 crore turnover.

Zonal Business Head at Videocon Industries Ltd. (2009-08 – 2010-07)

Led multi-brand sales and marketing across Tamil Nadu & Kerala.

Regional Sales Manager at Samsung India Electronics (2009-02 – 2009-07)

Managed Tamil Nadu & Karnataka sales and marketing with a market-share growth mandate.

Senior Branch Manager at Samsung India Electronics (2004-07 – 2009-01)

Led Kerala sales and marketing, delivering record turnover and market-share performance.

Manager – Sales at Samsung India Electronics (2001 – 2004)

Area Sales Manager at MIRC Electronics / ONIDA (1999 – 2001)

Area Sales Manager at MIRC Electronics / ONIDA (1997 – 1998)

Branch Manager at Thomson Consumer Electronics (1998 – 1999)

MBA in Marketing & Human Resource Management – Sri Krishnadevaraya University (1993)

B.A. in Public Administration, Political Science & History – Nizam College (1989)