Former VP Samsung CE ANZ  ·  20+ Years Commercial Leadership

Where retail, AI and connected ecosystems converge.

Commercial strategy and transformation advisory for brands, retailers, and boards navigating structural change in consumer technology and appliances.

Jeremy Senior
Seasoned commercial leader across Samsung, Sony, Dick Smith, and Arnott's — with a track record of delivering growth and leading transformation at scale across ANZ.

"I bring the pattern recognition, relationships, and operating experience to move quickly — on both sides of the supplier-retailer relationship."

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20+
Years ANZ commercial leadership
P&L
Full accountability CE, SDA, MDA & FMCG
VP
Head of CE Samsung ANZ
Jeremy Senior
Jeremy Senior
Founder, Channel Axis
Personal LinkedIn Channel Axis
The market right now

The pressures you're already feeling.

CE and appliances is navigating structural shifts that most commercial frameworks were not built for. These are the realities defining whether the next phase brings growth — or margin compression.

01
The JBP is no longer fit for purpose

A twelve-month document governing a multi-year relationship was never going to hold as D2C grows, connected platforms multiply, and the data advantage shifts toward brands with direct consumer access.

02
AI is reshaping discovery before purchase

AI-mediated discovery favours brands with deep editorial presence over larger ad budgets. Retailers with decades of physical prominence are appearing zero times in AI-generated recommendations.

03
New entrants competing on intensity, not economics

New brands entering ANZ are competing on promotional intensity rather than sustainable category economics — eroding margin for established players without a commercial model to absorb or respond.

04
Connected platforms generating value retailers can't access

Every connected appliance placed is a platform generating post-purchase revenue — diagnostics, targeted offers, ecosystem upsells — entirely outside the existing commercial model. Retailers have no participation.

The Channel Axis difference

Supply-side insight. Both-side outcomes.

"Most advisors understand one side of the table. I've operated on both."

Twenty years on the supply side means understanding how global brands think about pricing, ranging, and category economics from the inside — knowledge that helps retailers negotiate stronger and build partnerships that hold when markets shift.

This is the integration capability most commercial advisors in Australia cannot offer: connecting supplier strategy, retailer economics, connected ecosystems, and commercial execution into one coherent growth model.

For suppliers
Channel depth and retailer relationships that turn a product launch into lasting category presence. Ranging strategy, trading terms, promotional architecture, and engagement that holds.
For retailers
Understand how your supplier partners think about margin, category investment, and D2C strategy — so your commercial conversations start from genuine insight, not assumption.
For boards and executives
Interim executive leadership, strategic transformation advisory, and board-level commercial counsel for businesses navigating disruption, category shift, or go-to-market reinvention.
Leadership experience across
VP & Head of CE
Led Samsung ANZ's multi-hundred-million-dollar CE business through AI and smart home technology transition
National CE operations
Led national commercial strategies across CE, SDA, MDA and FMCG with full P&L accountability at major ANZ businesses
Major ANZ retail partnerships
Managed partnerships across Australia's largest retail groups — buying team relationships built over two decades of direct engagement
Both sides of the table
Executive leadership across complex multi-category portfolios on the supplier side and the retail side — a combination most advisors cannot claim
Services

Commercially precise. Category-deep.

01
Channel Strategy

Retail footprint analysis, account prioritisation, and channel architecture for suppliers entering or expanding across ANZ.

02
Commercial Negotiation

Ranging, trading terms, promotional planning, and pricing strategy — for supplier-side and retailer-side outcomes.

03
Market Entry

End-to-end advisory for global brands entering Australia — retailer relationships, competitive dynamics, launch sequencing.

04
Interim Executive Leadership

Senior commercial leadership — VP, GM, or Head of Sales — for businesses navigating transition, transformation, or rapid growth.

05
Commercial Transformation

Restructuring commercial models, JBP frameworks, and go-to-market strategy for businesses facing category disruption.

06
Board & Strategic Advisory

Board-level commercial counsel for businesses requiring experienced executive judgement across CE, retail, and consumer ecosystems.

Who this is for

Recognise your situation?

Global brands
Entering the ANZ market

Strong product, limited local relationships. You need to know which retailers to approach, in what order, and with what commercial structure to achieve ranging and hold it.

Established suppliers
Losing retail momentum

Shelf presence declining, margins under pressure, promotional model broken. You need to reset the commercial relationship before the next ranging cycle closes against you.

Retailers & boards
Navigating category disruption

Reshaping a category or facing a commercial model that no longer reflects the market. You need operator-level expertise built on genuine supply-side insight and enterprise-scale experience.

Jeremy Senior presenting at Samsung Bespoke launch
Presenting at Samsung Bespoke Home launch, ANZ
Personal LinkedIn Channel Axis LinkedIn
About Jeremy Senior

Operator first. Advisor second.

"I've led national CE operations, managed major ANZ retail partnerships, and delivered growth across complex multi-category portfolios."

Seasoned commercial leader with deep experience across global consumer brands and ASX-listed retailers. Strong track record of delivering revenue and profit growth, and leading transformation across go-to-market, supply chain, and direct-to-consumer channels.

Most recently VP and Head of Consumer Electronics at Samsung ANZ — leading a multi-hundred-million-dollar business through AI and smart home technology transition. Known for a pragmatic leadership style, bias to action, and ability to influence across matrixed global organisations.

Available for interim executive roles, strategic transformation, and board-level advisory where immediate commercial impact is the priority.

Interim executive (VP, GM, Head of Sales)
Strategic transformation advisory
Board-level commercial counsel
Market entry and channel strategy
Commercial model rebuild
Category intelligence and positioning
Known for
Resetting strategy when markets shift — pragmatic, bias to action
Aligning suppliers and retailers around shared economics, not short-term promotions
Leading complex transformation across matrixed global organisations
Converting innovation into measurable commercial outcomes at scale
Engagement examples

Applied at scale. Delivered in practice.

Market entry
Global appliance brand — ANZ retail strategy

Advised a global appliance brand on ANZ retail market entry, covering channel prioritisation and commercial structure to secure ranging across major accounts.

Accelerated ranging across major ANZ retail accounts
Commercial terms framework delivering sustainable margin structure
Sequenced launch with immediate retail traction
Commercial transformation
CE category reset — supplier and retailer alignment

Led commercial restructure for a major CE category, rebuilding JBP frameworks and resetting promotional economics around sustainable margin structures.

Promotional model redesign and trade spend recovery
Rebuilt joint business planning framework adopted by both parties
Restored category growth and improved retailer alignment
Technology transition
AI and smart home — mainstream retail execution

Drove ANZ commercial execution for AI and smart home category expansion, translating complex technology into retail-ready programs across all major accounts.

Category ranging secured across major ANZ retail groups
Retail capability uplift driving in-store conversion
Innovation translated into mainstream commercial growth
Sales leadership
Commercial team rebuild — ANZ sales function

Restructured and scaled a national sales and commercial team, implementing governance and capability programs to sustain performance under margin pressure.

High-performing team delivering consistent revenue growth
Commercial governance framework sustaining performance at scale
Improved retailer engagement and commercial outcomes
Original research · Channel Axis · April 2026
Agentic AI and the Retail Shelf

How AI shopping agents are reshaping brand and retailer visibility in Australia. Five AI engines tested across six CE and appliance categories — with implications every commercial leader in the market needs to understand.

Download the briefing
Industry perspective

Thinking on the market.

Where CE and appliances is heading — and what it means commercially for brands, retailers, and the relationships between them.

Original research · April 2026
Agentic AI in CE and Appliances: What the Agents Are Actually Doing

Five engines tested across six categories. Editorial presence, not price or stock, is driving AI recommendation outcomes that performance marketing cannot replicate.

Read on LinkedIn
Analysis · 2026
The Hidden Price of Going Direct

Major CE brands are running stacked discount mechanisms that produce net prices no retail partner can see or match — and the trust required for genuine collaboration cannot survive it.

Read on LinkedIn
Analysis · 2026
When the JBP Is No Longer Enough

As D2C grows and connected platforms multiply, the gap between what the JBP covers and what the commercial relationship requires grows wider. Both sides need a new model.

Read on LinkedIn
Get in touch

Let's talk about what you're navigating.

Planning ANZ market entry?
Need an experienced commercial operator?
Navigating transformation or category shift?
Looking for board-level commercial counsel?

Available for project engagements, retained advisory, interim executive roles, and board appointments. No obligation — just a direct conversation.

✉
Email
jeremy@channelaxis.com.au
✆
Mobile
+61 438 648 527
in
LinkedIn
linkedin.com/in/jeremy-senior
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Location
Sydney, NSW — operating nationally