Annika Bizon is Vice President of Product and Marketing for Mobile Experience (MX) at Samsung UK & Ireland, where she leads total MX revenue, as well as marketing and channel strategy. Prior to this, Annika held significant leadership roles at large international businesses, including becoming the youngest Sales Director at 20th Century Fox and its only female Sales Director at the time. Later, in her role as Commercial Director, Annika led overall product strategy and the company’s transition from a physical business, based around the sales of DVDs and VHS cassettes, into a digital one. Since joining Samsung in 2021, she has transformed its marketing and omnichannel operations and is currently leading Samsung UK&I through two of the most significant shifts in modern consumer behaviour, the mainstreaming of AI and the rise of health technology. She helps define how millions of people engage with Galaxy AI, which is set to reach 800m devices worldwide by the end of this year. Throughout her career, Annika has been a proud advocate and mentor for women at all levels. She is a main-stage Cannes Lions speaker, sits on the UK Advisory Board at Meta and has been recognised four years running in the UK Mobile Power 50 list. Outside of work, Annika is an avid mountain climber and hiker.