In an interesting game of executive musical chairs, TCL North America revealed Monday that it has hired Chris Hamdorf, former LG U.S. senior sales and marketing VP, as its new senior VP.

Hamdorf replaces Chris Larson, who as we previously reported, joined Roku back in February as its new retail strategy VP. Roku has yet to announce what that new retail strategy will entail, exactly, although there have been some speculative reports saying Roku was exploring an own-branded Roku TV sales and marketing initiative. It has also started expanding its home theater audio product lines.

Hamdorf comes to TCL with 20 years of success in various electronics and appliances sales positions, including a post most recently as LG Electronics senior sales VP. He previously passed through the ranks at Sharp, Whirlpool, Maytag, and Amana.

“As an esteemed electronics and appliance industry sales veteran, he has extensive expertise in go-to-market and channel strategy creation, team leadership, customer relationship management, account planning, data-driven decision making and consumer-focused marketing development. Chris will take the reins on developing and executing TCL’s plans to become America’s preferred electronics brand,” TCL said in its announcement.

“As TCL continues to expand its product portfolio and drive new, big screen TV technologies, we must prepare for continued brand growth and ensure we that we have the leadership talent to guide us. With Chris’ experience and wide range of skills, he is the perfect addition to help TCL own the living room and lead us into this next phase of growth.” said Michelle Mao, President, TCL. “TCL has been one of North America’s leading consumer electronics brands, achieving the number two market share position in Television. This ongoing success is contingent on our ability to attract and retain prime talent, as well as deliver best-in-class products to our customers. I am confident that our new executive team will allow us to continue to elevate the TCL brand.”

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According to data from China-based All View Cloud, TCL ranked No. 3 for global TV unit volume share in 2021, behind LG. In the U.S., the NPD Group had TCL ranked No. 2 in TV unit share in early 2022, but that share position had slipped in percentage points following issues with higher product costs and logistics and shipping hangovers brought on from the continuing Covid-19 situation.

TCL continues to make and market lines of televisions running the Roku TV and Android TV/Google TV operating systems. It has been successful offering high value products with excellent picture and sound quality, including advanced and affordably priced 8K and 4K Mini-LED TVs. The company has also started expanding its lineups for soundbars and smart home products.

To further strengthen its sales and marketing team, TCL also announced it has hired long-time consumer electronics industry veteran Scott Ramirez as VP of marketing and development for TCL home theater products. Ramirez, most recently, had been senior VP of sales and marketing for Konka North America. Prior to that he spent nearly 20 years with Japanese TV manufacturer Toshiba America Consumer Products, and at Hitachi prior to that.

TCL also announced the addition of Chris Hogan as VP of sales for smart home. Another long-time industry veteran, Hogan has held positions in sales and management for a variety of leading electronics and appliance brands. Before joining the TCL team, Hogan was most recently senior director of sales at Midea America Corp. He previously had successful stints at Sharp, LG, and Samsung.

The moves come as TCL has been reported by Omdia market research as making TV display panel orders that could possibly thrust the company in to the No. 2 market share position for global TV unit volume by the end of 2022, leap frogging LG in the process.

“Looking toward the future, TCL will continue pushing the limits of what TVs can do by delivering larger screens with more advanced picture technology to truly bring the cinema experience into homes across the country,” the company said.

“I am thrilled to join a world class organization like TCL and lead this accomplished group of sales and marketing professionals they’ve assembled during the company’s rapid climb to the top,” said Chris Hamdorf, Senior Vice President, TCL. “TCL’s global and domestic growth over the past few years has been exponential – a testament to the talented team and outstanding product lineup – and I look forward to taking on their aggressive goals as we enter this new chapter together. I plan to continue TCL’s upward trajectory and pave a way for even more success as its home theater and home comfort divisions develop and further solidify TCL as one of the world’s premier consumer electronics brands.”

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By Greg Tarr

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