Executive Bios

Yoonie Joung is the President and CEO of Samsung Electronics North America, responsible for leading the region, driving growth and increasing customer loyalty to Samsung’s innovative products, technologies and AI-solutions that enhance people’s lives.

Over the past 30+ years, Yoonie has held significant leadership roles across Samsung, most recently serving as Head of the Global Strategic Marketing Office. Previously, Yoonie led a number of businesses around the world, including Head of Samsung Electronics America Mobile Division, President of Samsung Brazil and President of Samsung Turkey.

Yoonie first joined Samsung as an engineer in 1992 and early in his career held roles in the Global Strategy Office, focusing on strategic planning, alliances and new business development, as well as in the Mobile eXperience division, where he worked across diverse markets including Europe, CIS, Middle East, Latin America and leading the Global Product Management Group.

Dave Das is the Executive Vice President of the Mobile eXperience (MX) Business for Samsung Electronics America. Based in Plano, Texas, he is responsible for driving revenue, market share, and profit growth for Carrier and National Retail Sales, Mobile Products and Services, Integrated Marketing, Mobile Strategy, Mobile B2B, Mobile Computing & Wearables and Mobile Production Center teams in the U.S. market. As a Samsung veteran of 20+ years, Dave started his career in Samsung’s Global Strategy Group in 2003, before joining Samsung Electronics America in 2006. He returned to Samsung Electronics’ where he had leadership roles within the MX Business, and most recently served as the President of Samsung Electronics Iberia (SEIB), where he successfully managed Samsung’s business in Spain and Portugal. Explore Samsung’s Mobile devices.

The Honorable Mark William Lippert is Executive Vice President, Head of North American Public Affairs and Chief Risk Officer for Samsung Electronics North America, based in Washington, DC. He is a senior adviser to the CSIS Korea Chair, Vice Chairman of the Board of Directors of the Halifax Forum and is on the Board of Directors of the Korea Society. Mark joined Samsung after executive positions at Google (YouTube) and The Boeing Company. Prior to this, Mark had a distinguished career in the United States government across multiple agencies, including serving as the United States ambassador extraordinary and plenipotentiary to the Republic of Korea (2014-2017). He was also an intelligence officer in the United States Navy, serving with the Naval Special Warfare (SEALs) Development Group during deployments to Afghanistan and other regions and as an intelligence officer with Seal Team One in Anbar Province, Iraq in support of Operation Iraqi Freedom. Explore Samsung’s U.S. Public Affairs work.

Shane Higby is the Senior Vice President of the Consumer Electronics Business at Samsung Electronics America and is based in Ridgefield Park, NJ. He is responsible for the go-to-market strategy and vision, including all aspects of marketing, demand generation and sales for Samsung Home Appliances, TV, Audio, Memory and Display categories in the U.S. market. From 2021-2024, Shane led Samsung’s Home Appliance growth across all categories and channels. Prior to that, he was Vice President of Product Marketing for LED TVs, where he contributed to the growth of the category and strengthened Samsung’s position as the leading TV brand. Shane joined Samsung in 2010 to launch the company’s branded memory and storage products in the US. Prior to Samsung, he spent 16 years with Sony Electronics. Explore Samsung’s Home Appliances, TV and Home Audio products.