Hisense has appointed Michelle Wee as general manager of marketing in a newly-created role to manage the growth of the business in Australia and New Zealand.
Based in Melbourne, Wee will work alongside Gideon Lui as retail marketing manager and Kleo Mantzouranis as brand marketing manager, following category and retail expansion as well as significant sales growth in 2024.
Hisense confirmed a 30% increase in sales for the final quarter of 2024 driven by Black Friday, Cyber Monday and Christmas.
Reporting into Hisense VP sales and marketing Chris Kotis, Wee will lead Hisense’s strategic marketing initiatives with a focus on strengthening brand recognition throughout Australia and New Zealand, as the company seeks to capitalise on its impressive local growth.
According to a statement issued by the company, Wee’s appointment underscores Hisense’s dedication to building greater awareness of its premium, high quality products spanning the TV, Laser, Refrigeration, Laundry, Dishwasher, Smart Home and Air Conditioning (HVAC) categories.
With more than 20 years of experience in strategic marketing, sales, digital innovation, and brand management, Wee brings extensive expertise in strategic planning, digital marketing, and brand development to the role. She has a proven record of boosting brand presence and creating innovative marketing solutions that connect with diverse audiences.
“Our vision is for customers to recognise that a Hisense Home stands for high quality, innovative products that enhance and simplify their daily living experiences,” said Hisense Vice President of Sales and Marketing, Chris Kotis.
“As we focus on expanding our business locally, working closely with retailers across Australia and Zealand, Michelle joins our team at a time that is both crucial and exciting. We look forward to seeing her deep expertise in consumer marketing positively impact on our business,” he said.
Prior to joining Hisense, Wee built an impressive career in marketing and brand management, holding senior roles where she led impactful campaigns and fostered enduring relationships across retail and supply chain partners.
“I am thrilled to be joining the Hisense team at such an exciting growth phase,” she said.
“The innovation and technology found across the Hisense business is hugely impressive, and I look forward to introducing the 2025 product lineup across our hero categories including TV, Laser, Fridge, and Laundry. Hisense’s commitment to shopper experience will be supported through creative in-store experiences and engaging digital marketing activations. Additionally, we will continue to leverage our sponsorships and partnerships with the NRL and FIFA Club World Cup this year.”
Wee’s appointment follows a highly successful CES 2025 showcase for the brand, where Hisense unveiled an extensive portfolio of groundbreaking products across TV, Laser technology, and home appliances. This year, Hisense has pushed the boundaries of home entertainment with the introduction of TriChroma LED technology, debuting in the flagship 116-inch TriChroma LED TV at the global showcase. Engineered for an unrivalled viewing experience, the TV incorporates cutting-edge innovations and class-leading features that set a new benchmark in display technology.
Further solidifying its leadership in the Laser TV category, Hisense will introduce the all-new C2 and C2 Ultra series Laser Home Cinema range this month, alongside the L9Q Laser TV later in the year. Underpinned by Hisense’s proprietary LPU Digital Laser Engine – one of the most advanced operating systems of its class, Hisense’s 2025 suite of Laser Home Cinema products promises to elevate the standard of premium home entertainment.