Samsung Electronics India has promoted Shilpa Dureja Puri as Director Marketing – New Computing & Wearables. In her expanded role, she will spearhead marketing for tablets, laptops, smartwatches, buds, rings, and accessories, driving growth strategies and ecosystem storytelling. Her elevation reflects Samsung’s confidence in her leadership and strategic expertise.
Samsung Electronics India has announced the elevation of Shilpa Dureja Puri as Director Marketing – New Computing & Wearables, a move that underscores the company’s confidence in her leadership and strategic marketing expertise. In her new role, Puri will lead marketing initiatives for Samsung’s Computing and Wearables portfolio, which includes tablets, laptops, smartwatches, buds, rings, and accessories. The appointment signals Samsung’s intent to strengthen its integrated ecosystem storytelling across premium and emerging technology categories, while driving growth strategies in one of its most dynamic markets.
Puri’s elevation comes at a time when the computing and wearables segment is witnessing rapid transformation, with consumer demand increasingly shaped by hybrid lifestyles, digital-first experiences, and the desire for seamless connectivity across devices. By placing her at the helm of this portfolio, Samsung is betting on her ability to craft compelling narratives that highlight the synergy between its products and the evolving needs of Indian consumers.
Prior to this expanded mandate, Puri led marketing for Samsung’s Luxury, Flagship & Ecosystem portfolios, where she played a pivotal role in positioning the brand’s premium smartphones and integrated offerings. Her work in these categories not only reinforced Samsung’s leadership in the flagship space but also helped build resonance around the brand’s ecosystem approach, which emphasizes the interconnectedness of devices and services.
Her career trajectory reflects a blend of global exposure and local insight. Before joining Samsung, Puri held senior leadership roles at Microsoft and Publicis Modem, where she honed her expertise in digital marketing, brand strategy, and consumer engagement. This diverse experience has equipped her with a nuanced understanding of both technology-driven innovation and creative storytelling, qualities that are increasingly vital in today’s competitive marketing landscape.
Puri’s achievements have been recognized beyond corporate corridors. She has been named among the “100 Smartest Digital Marketing Leaders” by the World Digital Marketing Congress and CMO Asia, accolades that highlight her influence in shaping modern marketing practices. An alumna of the International Management Institute, New Delhi, she has also completed the Modern Marketing program at the Kellogg School of Management, further strengthening her academic and professional foundation.
Her elevation reflects Samsung’s broader strategy to deepen its engagement with Indian consumers by highlighting the role of computing and wearables in everyday life. Tablets and laptops are no longer just productivity tools; they are central to education, entertainment, and creativity. Similarly, wearables such as smartwatches, buds, and rings are increasingly seen as lifestyle companions, offering health insights, connectivity, and personalization. By integrating these categories under a unified marketing vision, Samsung aims to showcase how its ecosystem can empower consumers across multiple touchpoints.
The Indian market offers fertile ground for such a strategy. With a growing base of tech-savvy consumers, rising disposable incomes, and an appetite for premium experiences, India has become a critical battleground for global technology brands. Samsung’s decision to elevate Puri to this role signals its recognition of the need for leadership that can balance aspirational storytelling with grounded market realities. Her ability to craft narratives that resonate with both urban professionals and emerging segments will be key to driving adoption and loyalty.
Industry observers note that the computing and wearables segment is poised for significant growth, driven by trends such as remote work, digital learning, and health-conscious lifestyles. Brands that can position themselves as enablers of these shifts stand to gain a competitive edge. Samsung’s ecosystem approach, which emphasizes seamless integration between devices, aligns well with these trends. Puri’s mandate will likely involve amplifying this message, ensuring that consumers see Samsung not just as a provider of individual products but as a partner in their digital journeys.
Her leadership style, shaped by years of experience across diverse organizations, is expected to bring a blend of analytical rigor and creative flair to the role. At Microsoft, she worked on campaigns that highlighted the transformative power of technology, while at Publicis Modem, she gained exposure to the fast-paced world of digital advertising. At Samsung, she has already demonstrated her ability to elevate flagship products through aspirational storytelling, and her new role will demand similar ingenuity across a broader portfolio.
The elevation also reflects a growing recognition of women leaders in India’s technology and marketing sectors. Puri’s journey serves as an example of how expertise, vision, and adaptability can pave the way for leadership in industries traditionally dominated by men. Her success adds to the narrative of inclusivity and diversity that is increasingly shaping corporate India.
As Director Marketing – New Computing & Wearables, Puri will be tasked with not only driving product adoption but also shaping consumer perception of Samsung’s ecosystem. This involves highlighting how devices complement each other, creating experiences that are greater than the sum of their parts. Whether it is a student using a tablet for learning, a professional relying on a laptop for productivity, or a fitness enthusiast tracking health metrics through a smartwatch, Puri’s challenge will be to weave these stories into a cohesive brand narrative.
Her elevation is also timely, as Samsung continues to face competition from global and local players in both computing and wearables. Differentiation through storytelling, ecosystem integration, and premium positioning will be critical to maintaining leadership. Puri’s track record suggests she is well-equipped to meet these challenges, bringing both strategic vision and executional excellence to the role.
In many ways, her journey mirrors the evolution of marketing itself—from traditional campaigns to digital-first strategies, from product-centric messaging to ecosystem storytelling. As she steps into this expanded role, Puri embodies the qualities of a modern marketing leader: adaptable, visionary, and deeply attuned to consumer needs. For Samsung, her elevation represents not just a personnel decision but a strategic investment in the future of its brand in India.
With computing and wearables becoming central to how consumers live, work, and play, Samsung’s decision to entrust this portfolio to Shilpa Dureja Puri reflects its commitment to shaping the next chapter of technology marketing in India. Her leadership will be instrumental in ensuring that Samsung continues to resonate with consumers, not just as a provider of devices but as a creator of meaningful experiences.
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