Writing on his personal blog, Cummings said he hoped to transform Samsung into a “digital powerhouse” after he takes on the new role on Monday.
He told Campaign Asia-Pacific that he was attracted to Samsung’s extraordinary growth record, which recently saw the brand beat off competitors Apple and Sony to claim the top spot in Campaign Asia’s Top 1000 Brands study.
He said in the newly created role he hoped to help Samsung become a leader in digital marketing and social media across Asia.
“It’s a tough ask but I’ve got a huge advantage because Samsung is already the No. 1 brand in Asia, and one of the top 10 in the world. They also have top notch talent and great agency partners,” he wrote on his blog.
Cummings moves from his role as online director for Dell Asia-Pacific and Japan. He worked for the company since 2010.
He has more than 15 years’ experience in the digital industry, covering all aspects of digital marketing, e-commerce and social media.
Prior to working for Dell he was general manager of [email protected] and previously head of digital strategy for OgilvyOne.
Cummings is a confirmed speaker at the Campaign Digital Marketing Spotlight event coming up in October in Singapore.